Even top global brands have questions about optimizing their performance on Amazon. And a common, pervasive issue is falling rankings. Like other brand problems on Amazon, falling rankings can happen for many reasons, but are most often due to growth in marketplace competition.
Amazon reports over 1.9 million selling partners worldwide, and that number is increasing daily. Strategies that used to work for brands are simply not effective, and brands that have access to the right specialized knowledge and full range of marketplace resources will be able to overcome their growing competition to gain and keep their ranking status.
Pattern is an ecommerce accelerator with all of the expertise and data-driven insights and technology brands need to gain control on Amazon and maintain their competitive niche. We know what works in resolving issues like falling rankings, price erosion, losing the buy box, poor product listings, and more.
Below are two strategies to improve rankings for brands and, ultimately, grow their sales on Amazon and gain (and maintain) control.
Winning on Amazon, like winning on other ecommerce marketplaces, comes down to data and patterns. You can use data to understand what’s working in your strategy and what’s not, then use tried and tested patterns to optimize for the areas you’d like to improve.
Raising your Amazon rankings is no different. The brands that are winning the Best Seller badge, and capturing the most valuable real estate in search results, are doing so by taking advantage of the favorable patterns in Amazon’s algorithm. The patterns operate like a cycle—improving your performance in one aspect leads you to improve your performance in the next and so on.
Winning creates more wins, and losing creates more losses. Amazon’s rankings are determined by many different factors, so if you don’t have the data to understand where you’re winning and losing, the scales can tip and lower your rank without you knowing why or how to fix it.
You can combat falling rankings by becoming aware of your Amazon performance data and using small wins to build positive momentum, elevating your rank and enhancing your sales. Pattern helps brands accomplish this with strategies like winning on less common, but still relevant, search terms for your products. As you optimize your listings for smaller wins and Amazon recognizes your relevancy, you’ll be able to compete more effectively for higher-stakes searches with more traffic. As your momentum ramps up, you’ll see your rank, traffic, conversions, and revenue rise.
Another feature working in your favor is Amazon awards a Best Seller badge for both categories and subcategories. That makes it possible to win the badge for a subcategory relevant to your product and still show up and compete alongside the Best Seller for your overall category. Amazon users don’t know the difference, and increasing your visibility is another way you’re building positive momentum toward raising your product rank.
Building out a robust ecommerce strategy for your products goes hand in hand with building momentum through small wins. In the past, many brands have won traffic and conversions on Amazon naturally, through having great brand recognition online. Now, in the advent of Google, Amazon, and other search-based means, companies are having to work much harder to keep their footing.
The key is understanding the algorithms—how people search when they look for your brand. Staying competitive takes thinking about the right keywords to optimize for and how different marketplaces and consumers use different terminologies in their searches.
But this doesn’t mean that your brand should start haphazardly stuffing keywords throughout its product listings. Search algorithms are more sophisticated than they used to be, and it takes a multi-pronged optimization approach to authentically get your products rising in their ranks.
Now, not only do brands need video content in their listings and well-written copy, they need to incorporate ratings and review management to keep their positive ratings seen and promoted. In addition, brands need a strategy to drive outside traffic to their listing. Overall, you’ll need to provide a great experience for customers searching for your products, and that takes the right, specialized expertise and tools.
Pattern has all of the resources and ecommerce specialists you need to take control of your Amazon strategy and create true, long-term profitability for your brand. With rich historical marketplace data and technology to provide real time insights and trends, we know how to take top global brands out of negative cycles that pull down rankings and decrease profits so you can be more competitive and successful in your ecommerce strategy.
Ready to take control of your product rankings? Contact us to set up a meeting.
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Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.
In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.
From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.
According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.
From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.
It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.
A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.
Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.
The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)
Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.
Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.
Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.
Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.