With Sponsored Brands Campaigns constantly evolving, it is challenging to stay up to speed on all the levers you can pull to maximize efficiency on Amazon. Here are 5 strategies we have found effective in increasing conversions on your sponsored brand campaigns.
Utilizing top performing keywords in your Amazon Sponsored Brand headline will encourage customers searching for those terms to click the ad that is most relevant to their needs.
This concept is similar to using SEO terms for your detail pages, the more relevant the pages are to the customer’s needs the more likely they are to click and buy the featured product.
Consider running an A/B test featuring top branded keywords vs. top non-branded keywords to see which campaign gets a better conversion rate.
Amazon recommends featuring products that are “Retail Ready”. This checklist ensures the customer is having the best detail page experience possible. See your Retail Readiness Checklist below:
Customer ratings and reviews
95% of shoppers are reading online reviews before making a purchase, according to the Spiegel Research Center
With that in mind it is vital to feature products that have high ratings and reviews to provide credibility and trust with your brand’s products on Amazon.
Keep your description clean and precise. Provide customers with an easy-to-read description and bullet points that provide key features (Size, color, & quantity)
Your description should also be specific about what sets it apart from similar products. What makes your product stand out from the rest?
The product title should be clear and concise so customers know exactly what they are searching for.
Avoid using really long product titles that cannot be fully displayed in the search results.
Featured Offer or "Buy Box"
Products being featured should be priced competitively to win against competitors but still make a profit.
Amazon now provides you with an option to feature your brand’s store. This is a great opportunity to build brand loyalty. As well as tell your brand’s story. Another great benefit is that you are likely to get more conversions if the customer is in the market for complementary products that you offer.
“Brand discovery is important to customers. In 2020, we’ve seen an uptick in customers exploring, trying, and shopping for new brands. On Amazon, for example, we’ve found a 22% increase in new-to-brand customers for ad campaigns run since March 1 compared to the previous six months. Shoppers have an appetite to uncover their new favorite brand or product, and this presents an exciting opportunity for brands to create their next fans,” reports [Amazon].
See how the results stacked up when we ran an A/B test for Thorne Research:
Hypothesis: By using a featured store campaign, we can run it all year without having to build new campaigns to feature top sellers. It will also help customers discover the rest of Thorne’s product line.
Strategy: Use the same non-branded search terms & headlines to focus on growing Brand Awareness.
Goal: Determine the best long term strategy for Sponsored Brands to build brand awareness.
Conclusion: Using a Featured Store Campaign for our evergreen strategy is the most efficient way to increase conversions.
Amazon is constantly offering new opportunities to deliver engaging advertising experiences for customers. With the new featured image option, you can include a background that will display above your featured products and headline.
Here is an example of a Seasonal Brand Awareness Campaign we launched for Thymes.
Results when compared to a seasonal campaign without a featured image:
A key factor to maximizing conversion is [ensuring that your ad is always serving]. Amazon’s prime shopping hours are between 2:00pm and 8:00pm. You want to make sure your sponsored brand campaign does not run out of budget before or during the period when customers are actively searching for your product and most likely to convert.
As Amazon continues to expand its capabilities for Sponsored Brands it is important to stay relevant and take advantage of new opportunities. We have found that many of the new features can help increase conversion rates. The best way to find what works for your brand is testing. Whether it is how you design your ad copy and creative or what type of campaign you use to feature your brand. Testing your ideas is the best way to learn what works for your category. Each brand has its own recipe for success, what do you think yours is?
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.