Cost-Effective Strategies to Improve Amazon Product Ranking

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Launching a new product on Amazon can be an expensive endeavor, with high advertising costs to drive the initial traffic and sales needed to Improve Amazon Product Ranking. However, there are creative strategies sellers can use to kickstart organic rankings in a more cost-effective way.

In this guide, we’ll walk through a launch strategy that leverages Google Ads to score “ranking points” with Amazon’s algorithm before transitioning to more optimized PPC and organic traffic approaches. By tapping into Google’s lower click costs and Amazon’s proven bias towards external traffic, this hybrid technique can help sellers push new product keywords to page 1 for 50% less than typical launch budgets.

The key steps we’ll cover include:

• Understanding the specific ranking signals Amazon cares about
• Driving low-cost clicks from Google to signal relevancy
• Sparingly using Amazon PPC to further reinforce keywords
• Monitoring ranks and iterating between Google & Amazon as needed
• Optional optimization with Add to Cart URLs

Following this launch blueprint can save thousands in early advertising fees. While results will vary for each product, the core principles apply across all categories. By the end of this guide, you’ll have a solid game plan to efficiently launch products while keeping costs in check.

Understanding Amazon’s Ranking Factors

Amazon’s ranking algorithm is driven by customer behavior signals and relevancy indicators more than pure SEO tactics. When launching a new product, it’s important to understand which metrics Amazon specifically values so you can focus your efforts accordingly.

• Amazon bases rankings on 3 key factors:
  • Clicks
  • Add to carts
  • Purchases

• According to Amazon’s research papers, they train their algorithms based on whether search impressions result in clicks or purchases. So these behavioral signals directly influence how a new product ranks for keywords.
• However, not all signals are created equal:
  • Purchases mainly happen on page 1 rankings. Trying to drive sales from the start has diminishing returns.
  • Add to carts also primarily occur on the first SERP. Optimizing for these will only go so far.
  • Clicks happen across all result pages and are essential for new products to rise in ranks.

In summary:

• Purchase conversions have the highest ranking weight, but are unrealistic for new products.
• Add to carts are weighted less than purchases and plateau quickly.
• Clicks are accessible across all rank positions and serve as leading indicators of relevance.

So for launch, focus on driving clicks above all else. This allows collecting ranking signals before you have sales or add to carts. Clicks will serve as the fuel to lift your product onto page 1 for targeted keywords.

Getting Cheap Clicks from Google Ads

Once you know that clicks are the primary launch ranking signal for Amazon, the next step is driving them affordably. This is where leveraging Google Ads comes in.

• Clicks from Google cost significantly less than Amazon PPC:
  • For the same keywords, clicks are ~$0.30 on Google vs $3 on Amazon.

• Google also has much larger searcher volume for non-branded product terms.
• You can create Google Ads leading to your Amazon listings to collect clicks.

In more detail:

• Use Google to target informational, research-oriented keywords. For example:
  • “best nonstick frying pan”
  • “ceramic vs teflon frying pan”

• Avoid branded Amazon terms like “frying pan on amazon”.
• Write ads highlighting your product’s benefits and Amazon availability.
• Send traffic to your Amazon product page to score clicks.
• Start with a daily budget of $20 and adjust as needed.

This allows tapping into Google’s extensive search volume for low costs per click, which Amazon will factor into relevance signals.

You are essentially “pre-heating” the ranking potential for keywords before having any sales history. This kickstarts the visibility needed to get onto page 1.

• Monitor which keywords deliver clicks and concentrate efforts there.
• Be patient and keep ad spend consistent, letting the clicks accumulate over days/weeks.

Once you begin ranking for the targeted terms, transition to a maintenance budget for Google Ads. But the initial burst will give your listings a strong starting boost.

Sending Signals to Amazon via PPC

While Google Ads provide the heavy lifting for affordable clicks, you still need to send some signals directly on Amazon as well. This is where limited PPC comes in.

• Run a small exact match Amazon PPC campaign to reinforce keywords
• Keep bids very low (e.g. $0.30) to minimize spend
• Use a high, 900% bid for Top of Search placement

For example:

• Target the exact match keyword “nonstick frying pan”
• Set a max CPC bid of $0.30
• Place a 900% bid adjustment for Top of Search

This means:

• You will appear at the very top of search results for that keyword
• Each click will cost you around $3 due to the 900% bid adjustment
• But impressions and clicks still signal relevance to Amazon

Some tips for this approach:

• Only use exact match keywords to control spend and visibility
• Monitor impression share and increase bids by $0.10 if needed
• Run for first 5-7 days along with Google Ads, then transition

The goal is not sales at this point – it’s accumulating click signals directly on Amazon to complement the Google efforts. This one-two punch provides cost-effective reinforcement.

Monitoring and Iterating

Once your Google and Amazon PPC campaigns are up and running, the next key is closely monitoring results and optimizing as needed.

• Track daily keyword rankings for your targeted terms
• Review click and impression volume on both Google and Amazon
• Make incremental bid adjustments to improve visibility

For example:

• Your “nonstick frying pan” keyword is ranked #235 and getting 10 clicks per day across Google and Amazon.
• After 3 days, the rank improves slightly to #198 but clicks have dropped to 6 per day.
• To increase clicks, raise your top of search PPC bid by $0.10 and add $5 per day to your Google Ads budget.

Some tips for optimizing during launch:

• Expect rank fluctuations early on – focus on increasing clicks. More clicks = higher ranks.
• If ranks improve but clicks decrease, raise bids to regain volume.
• When increasing spend, check that clicks and impressions also rise.
• Review search terms driving traffic and add precise keywords.

Once your core keywords reach page 1-2, you can transition to broader PPC targeting and organic content optimization. But in launch phase, stay laser focused on the keywords that are moving.

This agile approach ensures you pump up click volume to keep propelling rankings upwards until hitting the top pages. Consistency and persistence are key.

Optional Add to Cart Optimization

Once your product rankings begin improving through accumulated clicks, you can optionally implement some optimization to further boost visibility. Specifically, leveraging Add to Cart signals.

• Create a special URL that sends users directly to your Amazon product page’s Add to Cart button
• Promote this URL via Google Ads, social ads, email, etc.
• Even if users don’t complete the purchase, the add to cart signal will help rankings

For example:

• Run a Google Ad with the headline “Add Top Rated Frying Pan to Cart”
• Instead of your normal product URL, use:
  • amazon.com/gp/aws/cart/add.html?ASIN=B07RKTV2LD&Quantity=1
• Even if users don’t checkout, adding to cart signals product interest

Some tips for this optimization:

• The ASIN in the URL must match your specific product identifier code
• Use any promotional channels to drive traffic to your Add to Cart URL
• Monitor add to cart metrics in Seller Central to gauge impact
• Combine with normal product page links for balanced visibility

This advanced technique capitalizes on the acquired rankings by “priming the pump” for more add to carts. While optional, it can provide a further boost during launch if needed.

Conclusion: Executing a Cost-Effective Amazon Launch

By following the launch strategy outlined in this guide, you can Improve Amazon Product Ranking while optimizing advertising spend. Here’s a quick recap:

• Focus on clicks as the essential launch ranking signal
• Leverage Google Ads for low-cost clicks to prime visibility
• Reinforce with lean Amazon PPC campaigns on core keywords
• Monitor results daily and tweak bids/budgets to increase clicks
• Consider optimizing with Add to Cart URL for extra boost

The key benefits of this strategic approach include:

• Cutting launch costs by up to 50% compared to traditional PPC
• Efficiently scaling rankings by maximizing click impact
• Gaining control over spend by managing bids and budgets

Some final tips for execution:

• Be patient – it takes time for signals to accumulate
• Stick to proven search terms; avoid over-targeting
• Transition strategy as rankings improve
• Consult experts if you need guidance getting started

With the right preparation and expectations, this launch blueprint can successfully kickstart your Amazon product rankings while keeping advertising costs in check. The key is driving consistent clicks from multiple channels during the critical launch phase.