Since rebuilding our core offering in early 2018 we have had a 100% success rate for ranking products for Amazon sellers & generating a positive ROI. Below is the in-depth exact process we use to achieve these results. Feel free to get in-touch if you have any questions.
The below process achieves our single most important KPI: Increased, sustainable organic rankings.
This in term results in a massive increase in sales, improved conversion rates on the listing pages themselves and increased overall profitability of your Amazon business. You can read our case studies here.
Below is a screenshots from an organic rank tracking software called Keyworx.org (Client’s products are hidden for obvious reasons.)
Many sellers who own eCommerce stores & have multiple products on Amazon wanted us to build out an ongoing solution for both ranking websites in Google & multiple products inside Amazon. We built this offering which you can read about in more detail on our full eCommerce marketing solution page.
Due to our success record & the size our agency is growing, we can only take on 15 new clients per month. As of summer 2018 we receive over 100+ leads a month but we receive to all enquiries within 24 hours explaining the recommended course of action for your business, our goal is to help as many Amazon sellers as possible rank their products and increase the overall profitability of their business. We do this in 2 ways, the first is our single listing Amazon ranking process (explained in detail below) and secondly our Amazon management packages.
Our Amazon Marketing Campaign Process
In this post, we are going to outline everything we do for clients to launch a successful Amazon marketing campaign. With a particular focus on a single listing campaign (parent ASIN), the exact tools and techniques, as well as the important elements we implement to generate extremely high return on investment marketing campaigns for clients worldwide.
With these techniques we are able to provide a service that rivals the largest agencies in the world and outperform them in most cases.
We have built this page to be 100% transparent in our offering and to ensure we are the correct solution for your product. Below we outline the exact strategies used in all our campaigns.
2 Core Solutions
1). Exponential Growth Of A Single Listing/Product
The exponential growth phase is for established Amazon businesses making consistent sales, but looking to scale and grow exponentially. This is what the majority of our clients utilise and something we have refined to an exact science after dozens of successful campaigns. The exact process of this campaign is outlined further below.
2.) Full Ecommerce Digital Marketing Solution
This is a complete Ecommerce marketing solution built over a 6-12 month period, with the sole goal to rank all products in Amazon. This can be achieved by building a profitable Ecommerce store and using advanced marketing techniques to profit through multiple platforms at once (social, Amazon, Google). We only take on 2-3 new clients per month for these services, predominantly due to the resource intensive nature of this campaign. You can see the strategy in detail at: amazonseoconsultant.com/ecommerce-digital-marketing-services/
The Proven Approach To Ranking Products In Amazon’s Organic Search
This is the strategy we use to provide exponential growth for a single product inside of Amazon. Our 2 stage approach is a process we have created after running over 100 campaigns for clients and ranking dozens of products in Amazon search engine. We continue to tweak and refine this process each and every month.
Stage 1 – On Page Optimisation
The on-page optimisation stage includes everything that is complete before a product starts selling on Amazon, or before you start your ranking strategy. This does not matter if the stock has been launched on Amazon in the past, we complete the on-page optimisation element regardless of whether you make 0 sales a month, or 100,000+ sales. In this stage we optimise the listings for conversions and Amazon’s algorithm. We do this in the following way.
1). Keyword Research
The first part to any successful optimisation campaign is keyword research. This includes determining what keywords we are looking to rank inside of Amazon’s search engine both long and short term. The more competitive the keywords, the more profitable they will be long term, but the more difficult they will be to rank in the first place.
We start with a process called: common sense. This involves simply analysing what the potential keywords would be for a specific product. Having close to 10 years experience with keyword research, this has now become second nature for the company. Once we are out of ideas we move onto the next keyword research stage.
Using Google’s Keyword Planner – This is a piece of software that generates keyword ideas from seed keywords. Taking our seed keywords from the process above we can put these into Google’s tool and generate hundreds of variations and more importantly other keyword ideas that may not have been thought of in the first step. The Google keyword planner is the smartest tool. Although it is not directly related to Amazon, during the final keyword research stage we can get semi-accurate data for monthly search volumes inside of Amazon.
By this point we have a large sample of keywords related to your product(s). The final stage of keyword research involves using a propitiatory keyword research tool we have built in-house. This tool pulls data directly from Amazon and performance semantic intelligence on these keywords to come up with variations that you can not find by simply typing variations into Amazon.
By the end of the keyword research phase, we usually have between 50-500 keywords, depending on the campaign, that we can use in the PPC (pay per click) campaign later on, as well as in the listing optimisation.
2). Optimisation Of Product Listings
Part 2 of stage 1 is the optimisation of the product listings. This is of course essential for long term Amazon profits, ensuring you rank for the correct keywords once we move onto the next stage of the campaign. Our optimisation works as follows.
Optimisation of an Amazon listing requires implementing your keywords and copy in such a way to on one hand, rank highly in Amazon, but on the other, to convert visitors into customers. We optimise keywords in the following way:
- Title – Your title is the most important place to implement your primary keywords. We want to build listing titles that both draw attention for users but also contain a number of our primary keywords.
- Bullet Points – The bullet points are essential for copy. Many Amazon SEO consultants miss this key element, only writing for the search engines. With over 5 years experience writing ads, we pull principles from experts such as Cialdini, Luntz, Ariely, Ries and many more. The aim is to write bullet points primarily for users, but also to write these to implement our keywords without affecting readability or conversions.
- Search Terms – After the title, the search terms in the back-end of your listing should be optimised for specific keywords and NOT multiple terms inside one line. Here we simply implement our 5 most profitable keywords.
- Description – The product description is where we can be more free in our keyword usage. 95% of buyers in Amazon do not fully read product descriptions. And 80% make an instant buying decision based on reviews, price and images. This means that we want to write these descriptions with the final 5% in mind, talking more about the story of the business, whilst at the same time liberally including all of our remaining keywords we have yet to implement into the listing.
- Benefit Driven Images – An additional service that is not included in our offering, but one we recommend. BDI’s are images that show the featured benefits of a product in the image. This improves conversions by 30% in almost every case when correctly implemented. A very simple tactic to implement and as 90%+ do not fully read an Amazon listing page, we should be looking to get across as many benefits of the product in the images. (Benefit driven imagery is not inside the campaigns themselves but something that must be in place for conversion-optimisation reasons).
- Copywriting – Another essential element to a highly converting Amazon listing is having the right type of copy. We build your listing from a copy first, optimisation second perspective. Increasing the percentage of people who hit your listing who go on to buy.
3). Competition Analysis
Another element to the pre-launch is analysing the competition to reverse engineer profitability. We use tools such as Helium10 to analyse the competition and see if there is a large enough market for our keywords. We look to build million dollar product launches, for small markets we can rank a lot faster, hence generates a faster ROI. Therefore over time, this will not be as beneficial as investing upfront and ranking for the keywords that generate $30,000-$150,000+ in revenue per month. In this part of the campaign, we analyse the competition to give you estimates of the profitability of your products, as well as how strong the competition is inside of Amazon.
Stage 2 – The Exponential Launch
This is the part every Amazon seller struggles with. Below is the exact process we use to rank clients for their organic keywords, resulting in an explosion in revenue through Amazon.
Organic keyword rankings are the single most important key performance indicator for successful Amazon businesses. How many sales can you make organically without investing any additional variable capital? The larger that figure, the larger your business can grow & the higher the profit margins in the process. As a result, all investments should be made to increase organic keyword rankings, as it is (after sales) the single most important KPI for your Amazon business.
1). Amazon Sponsored Products Campaign
Amazon PPC or sponsored products is Amazon’s version of paid advertising.
They allow advertisers to market individual products for specific keywords. Consequently, these products appear at the top of the search results for very specific keywords. You can bid on exact keywords or “broad” match ones. Again, this is not an evolved platform which resembles the early days of AdWords. Although not very advanced it is very easy to set-up a highly profitable campaign with our keywords from stage 1.
The success or failure of a sponsored products campaign is based on the ACOS of that specific campaign or keyword. ACOS simply stands for Amazon Cost Of Sales. This is how much you are spending to make a sale. For example if we spend $100 and make $200 in sales this would be a 50% ACOS.
ACOS generally should be kept below whatever the specific profit margin of your product is. For example, if we had a profit margin of 30% on a specific profit after all of Amazon distribution and storage fees, we would only want a maximum ACOS of 25% in order to stay in profit for that product.
Although we recommend an ACOS 5% below your profit margins, in some cases, it makes sense to get as many sales upfront and even take a loss on PPC adverts. For instance, if you offer a subscribe and save service, or your product is a disrupter in its industry, it makes a lot more sense to take a loss on marketing upfront to gain more traction faster as future profitability is the key.
Generally speaking, we build campaigns that convert around 15-30% ACOS. For some products we have even managed to get this down below 10% such as the campaign we ran for a product in the pets niche in mid 2017. This result shows a $200 spend and $3,000 made in sales.
2). External REAL Sales Generation Techniques
This single step is the core difference between the 5% Amazon sellers doing $100k+/month and the sellers struggling to generate organic sales.
The exponential launch phase is where we grow the business and leverage Amazon’s platform. The ultimate goal with Amazon should be to rank inside of Amazon for your primary keywords. This means that when someone searches any keyword related to your product you appear in one of the top 3 results. This is where the passivity of the Amazon business model comes in. Getting to this stage is becoming more and more difficult for sellers as you have probably found and why you are most likely reading this page.
The process itself to increase organic rankings is actually quite simple – Increase the number of real full priced sales you make. The more sales you make, the more money you will take. Hence, you will be rewarded with higher organic rankings. It is really that simple.
The bad news is that it is tough to generate sales when you have very few reviews, no organic rankings and are just launching or not got any traction. As a result, you will need to spike real sales from alternative channels outside of Amazon. This is why so many Amazon businesses fail. They cannot rank for their keywords organically, therefore struggling to make sales and vice versa.
We Use 3 Core Strategies to Spike Best Seller Rank
Targeted Niche-Relevant Content & Influencer Marketing
Prospecting relevant influencers and website, reaching out to these in a way based on value exchange. We have an incredible success rate of product placement with influencers who have between 10,000 and 1 million followers on their blogs, YouTube, Twitter and Instagram, with an emphasis on the relevance of the influencer to the product.
Content marketing & Outreach
Finding relevant websites that are already selling competitor products and requesting a change to your product. These usually are an additional fee but work very well at converting already warm traffic to your product page. For example, websites that compare the “top” and “best” products in a specific category. We have built relationships with close to 300 sites in a wide range of niches where we pay a premium monthly rate (between $300-$1,000) to have a client’s product featured on the site. These sites then slowly and consistently help clients generate an extra 5-50 sales a day. Note: This fee is included in the price of the campaign.
Paid Advertising Channels & Keyword Focused Sales
Putting everything together in a timed fashion is the key to ranking inside of Amazon. Adding 1-2 paid marketing channels; AdWords & Facebook, allows us to skyrocket sales for a very short period of time. Eventually, the product makes full priced sales through multiple different traffic channels within a 7-30 day period. Consequently, organic keyword rankings climb very quickly. Once the campaign is complete the product will be ranked for it’s primary keywords and the rest is usually left up to the quality of the product, this is the one element we cannot control. Note: Paid advertising fees are not included in the price of the campaign.
Our Campaign Timeline
Each client that comes on-board is built into a custom created Google project management document which outlines the below information, including dated deliverables for each individual process. For larger campaigns targeting multiple products/listings at once, these dates may be longer. The official length of the campaign is 30-45 days.
The Results Of Our Full Amazon Marketing Campaigns
As previously mentioned, the exponential launch process provides 3 core results; builds your brand exposure, helps you generate a huge amount of initial sales, but most importantly, higher organic rankings, thus, a massive increase in long term profitability.
The key to this entire process is TIMING.
Individually these tasks could be completed, but when done one by one the benefits are a lot less effective. When completed all at once to spike best seller rank, the result is not only tripled, it is 10X, if not 20X in most cases & return on investment is increased 1,000% in the process.
Organic rankings for your pre-determined keywords is how you generate the passivity of an Amazon business that many look for from the Amz platform.
Feel free to get in touch if you have any questions.
Lian (Weight Loss Niche)
Toby – (Female Clothing Niche)
“Tom saved me hundreds of hours of headaches and thousands if not tens of thousands in potentially lost sales through poor optimisation.”
Leo Pezzia (Gardening Niche)
I worked with ASC not only inside Amazon but also for our shopify store. Instead of just writing a testimonial I thought I’d let the results speak for themselves. Below is a screenshot of our shopify store from September to the end of October. Incredible sales figures for a start-up, very happy. [Going from £250/day to £1,000/Day within 2 months. I should note this was using our full eCommerce solution]
Constantinos Santis Director of Ecommerce at: KitSeek
I’m happy to recommend these services for anyone who doesn’t know how to optimise a listing and [who’s] getting started using the Amz seller platform. We had been struggling to improve sales through lack of rankings for several products. Tom explained why this was happening and helped us create a plan both short and longer term to raise sales… not having the initial budget for the full campaign we went with just stages 1 and 2. For a brand new start-up to go from zero sales all way to $12,000 a month within 3 months I thought was really great. We’re now reinvesting with more products with the goal to hit that 10X mark and reach $70,000+ per month before the end of 2018! [They did, screenshot below]
Emma Stimpson (Interior Design Niche)
“I’m happy to recommend these services for anyone who doesn’t know how to optimise a listing and get started using the Amazon seller platform. We had been struggling to improve sales through lack of rankings for a number of products. Tom explained why this was happening and helped us create a plan both short and longer term to raise sales from $15,000 monthly, to close to $43,000 a month in only 90 days. I would highly recommend the services to take the pressure off!” [This was a campaign for 4 separate ASINs.]
Lian (Beauty/Health Niche)
We’ve ranked over 150 products in Amazon. Increased organic rankings are the single most important element to sustainable success on Amazon’s platform. This leads to real, ongoing, long term profitability of your Amazon business. Not just a quick fix. If you are interested in our proven process and taking your brand to the next level on Amazon in a sustainable, scalable way, please request a proposal below.
- VAT is added for UK businesses.
- Access to seller central is required.
- Additional advertising fees paid to Google, Facebook And/Or Amazon are not included.
- Full email support is included, calls must be pre-booked.
- Payments are required upfront, any payments over $15,000 will be split 50% deposit & 50% upon completion.
- To keep the quality of our service we only work with 20 single listing campaigns per month & 8 full ecommerce solutions.
DO YOU WORK WITH ANY LOCATION OR COUNTRY?
HOW LONG WILL IT TAKE TO RANK
HOW ARE PAYMENTS MADE?
DO YOU HAVE YOUR OWN AMAZON BRAND?
I do, my team for Amazonseoconsultant.com also works closely with me on this brand. We are looking to hit 6 figures a month in late 2018 and currently have 24 products, but this brand is not associated or reviewed in any way with this website and we can sign non competes if needed.
What’s to stop you from stealing our products?
A question we did get asked once. Sourcing & manufacturing products is the biggest weakness we have (for the brand mentioned above we are trying to solve this but it is still our biggest bottleneck in the business), hence why solving the marketing equation is what we wanted to perfect, hence we simply don’t have the time to launch another brand on Amazon with the number of clients we have now. If you are really worried though I’m happy to sign any conflict of interest documents you have.
DO YOU OFFER ONE TIME CONSULTING?
Yes, we have consulting and training courses on the site.
Request A Proposal Today
Get in touch to see how we’ve used our Amazon marketing & SEO strategies to help over 100 sellers earn more through Amazon.