Nutramarketing

Amazon Marketing

Our Approach:
In today’s consumer marketplace, customers are making complicated buying decisions. Companies and brands  are influencing those decisions through many channels both online and off. Understanding the journey your customer takes and meeting them every step of the way is what delivers an experience that not only sells your products, but also creates raving fans who help spread brand awareness. We believe in establishing a plan to engage your customer and working that plan through to completion. Together our efforts can create an amazing impact on your bottom line. 

 “A goal without a plan is just a wish.” ~ Antoine de Saint-Exupéry

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Great Product Listing

Amazon marketing is all about pleasing the algorithm. Amazon, after all, is a search engine. With hundreds of thousands and sometimes even millions of products to compete against, you want to get to the top of the search your customer is using as quickly as possible. Amazon wants to be profitable, so the more we can show the algorithm that people want to buy your products, the higher we move up in search.

Areas of focus
  • Outside traffic
  • Organic searches
  • Keyword optimization
  • Discounted pricing at key times
  • Paid advertising 
  • Reviews

Customized Plan

  • Seller Central verification
  • Brand registry
  • Product listing optimization
  • Keyword research
  • Photography
  • Graphic design
  • Copywriting
  • Video
  • Sponsored Ads
  • Google PPC
  • Promotions
  • Vine voice program (reviews)

Program Objectives

  • Establish a presence on Amazon
  • Optimize product listing(s) for growth
  • Drive external traffic to product listing(s)
  • Increase reviews 
  • Manage sales growth 
  • Establish a presence on Amazon
  • Optimize product listing(s) for growth
  • Drive external traffic to product listing(s)
  • Increase reviews 
  • Manage sales growth 

Factors Influencing Amazon’s A10 Algorithm

Amazon Sponsored Ads (PPC)

In the Amazon A9 algorithm, PPC campaigns were one of the driving factors influencing Amazon SEO. That has changed in the latest update. Though PPC campaigns are still relevant, the focus has shifted significantly. Now, PPC sales may create the initial spike in your sales, but it is not one of the driving forces influencing your product visibility on Amazon. However, look at your PPC campaigns as part of your long-term growth strategy.

Sales History

Amazon looks into the totality of your sales history to rank your product in the organic results. Products with consistent sales history rank higher on Amazon than the search results.

Similar to the Amazon A9 algorithm, the latest algorithm update is also influenced by your product sales history.

Organic Sales

Sales generated from the Amazon website from the organic results is one of the strong factors influencing the Amazon SEO algorithm. If a user searches for a product and he/she purchases your product from the search page results, it is considered an organic sale.

Product Stocking

Ensure enough products are in stock to ensure strong product rankings.

Seller Authority

Seller Authority refers to seller metrics that are under Amazon’s control such as listings and Buy Box. Factors such as seller’s feedback rating, how long you’ve been on Amazon, how well you handle product returns, and other important seller metrics all influences seller authority on Amazon.

Having a large inventory and good reviews correspondingly influences the Amazon algorithm. It infers that you are offering good value to customers. Therefore, your seller authority increases vastly.

Impressions

Focus on increasing your impressions. It can be on Amazon, partner sites, or even affiliate programs. Getting more views for your product makes your organic ranking better.

Click-Through Rate

As you might know already, the click-through rate is the ratio of customers visiting your product to the total number of impressions generated. Therefore, compelling product photography and title are really important to increase your CTR.

Internal Sales

Internal sales generated within the Amazon platform that doesn’t include the search results. Products bought from the frequently bought together’ section come under this metric. Sales generated as such highly influence your search rankings.

Conversion Rate

This is the ratio of the number of customers seeing your product page to the customers who buy your product. The higher the conversion, the better the ranking.

Off-Site Sales

The latest entry in the Amazon A10 algorithm is off-site sales. Driving external traffic to your Amazon listings is much more effective than your Sponsored Ads. This helps you drive your keyword ranking and get more reviews on Amazon. So, ensure you opt for off-Amazon advertising strategies like Facebook Ads.

How we increase your rankings

The first step is to have a compelling product listing that is optimized for your target audience.

 

Keyword Research

We use intelligent software to help us understand the most powerful keywords in your niche. We look at the competitors’ keywords, search volume, difficulty, and general competitiveness of each keyword and carefully choose words that will perform well for your product specifically.

 

Listing Optimization

Your product listing must be well written and contain the keywords we found in our research. As your rankings improve these keywords will gain us more organic impressions. The listing must hold the attention of the customer and have a high conversion rate. (Percentage of people who purchase after they click).

 

Video

Promotional videos are an excellent way to hold attention to your listing and also sell your products. We create videos for our clients in-house directed by Emmy-nominated Art Director Sheri Kowalski.

 

Google PPC

External traffic is a major indicator to the algorithm that people want to buy your product. We create a landing page with a shop now to Amazon button. This allows us to run Google PPC advertising. Using an attribution link, we are able to get 10% back on each purchase which helps increase your margin!

 

Top 10 Article

Keeping the external traffic strong, we will write and publish a top 10 article to one of our many health resource websites. The article makes you the number #1 pick. Customers can click to buy on Amazon.

 

Social Media

We create a custom audience of those most likely to buy your product and serve them a series of ads. Once they click on the landing page they will see what is called retargeting ads later, both on social media and on other websites and apps they visit. Retargeting ads are designed to gain trust, build excitement, and call them to take action.

 

Reviews

Without reviews, there is no trust in your product. We need to make a big impact quickly. We do this by leveraging the Amazon Vine Voice program. Amazon will allow us to send up to 30 bottles one time only which they will disperse to shoppers in the program who will try your product and write a review. To capture follow-up sales, we will design a packaging insert with a second purchase offer and QR code that makes leaving a review quick and easy.

 

Amazon Sponsored Ads

Once we obtain at least 11 reviews we can begin our advertising on Amazon. With these ads, we can pay to put you at the top of the search for the keywords we choose. In some cases, we are even able to advertise the product in searches that contain key phrases that can’t be written in your listing such as “supplements for cancer.” Amazon PPC is a powerful tool for driving immediate sales.

Timeline

Amazon Listing Optimization & Growth Elite Program

Amazon Programs

Below is a breakdown of our available programs

Amazon Optimized Listing Setup 

  • Seller Central verification consulting 
  • Brand Registry approval consulting 
  • A+ Content
  • Product listing creation 
  • Organic keyword research
  • Search-optimized copywriting
    • Enhanced product title
    • Enhanced product description
    • Enhanced product feature bullets
  • Product Images
    • Product photoshoot
    • Up to 7 photos or renderings to be used in the ‘First 7’ images
  • Graphic Design
    • Enhanced Brand Content
    • Product-centric graphics for all Brand Registry modules
    • Infographics
  • 30-second promotion video

 Amazon Growth Program

  • Amazon sponsored ads
    • Optimize bids
    • Optimize budgets
    • Adjust placement modifiers
    • Keyword negation from discovery campaigns
    • Keyword graduation from discovery campaigns
    • Strategic ranking campaigns
    • Monitor organic rankings
    • Defensive campaigns
    • Branded search term campaigns
    • Tracking of ACoS and TACoS
  • External landing page
    • 1-page sales-optimized website
    • Unique URL
    • “Shop now” button linking to Amazon 
  • Top 10 products article
    • Niche focused
    • Ranks product as number #1
    • Links back to Amazon listing 
  • Google PPC ads to top 10 articles and landing page
  • Social media retargeting ad
  • Amazon Vine Voice reviews program
  • Amazon account management
  • Monthly reporting meetings

Amazon Growth Elite Program

    • Amazon Sponsored Ads
      • Optimize bids
      • Optimize budgets
      • Adjust placement modifiers
      • Keyword negation from discovery campaigns
      • Keyword graduation from discovery campaigns
      • Strategic ranking campaigns
      • Monitor organic rankings
      • Defensive campaigns
      • Branded search term campaigns
      • Tracking of ACoS and TACoS
    • External landing page
      • 1-page sales-optimized website
      • Unique URL
      • “Shop now” button linking to Amazon
    • Top 10 products article
      • Niche focused
      • Ranks product as number #1
      • Links back to Amazon listing
    • Google PPC ads to top 10 articles and landing page
    • Social media retargeting ad
    • Amazon Vine Voice reviews program
    • Amazon Account management
      • Inventory monitoring
      • Case escalations
      • Reviews management
      • Account health monitoring
    • Monthly reporting Meetings

    Minimum Monthly Ad Spend

    Sales results usually require a minimum monthly spend of $1500, though some products may benefit from a larger ad spend budget.

    Thank You

    Thank you for taking the time to visit us, sharing your story with us, and allowing us to share our story with you. We look forward to the opportunity of working together with you.