Crack the Correlation Between Advertising and Organic Ranks on Amazon

Amazon PPC and Organic Ranks

Amazon PPC and Organic Ranks are the two cornerstones for improving product visibility and sales on Amazon. Amazon PPC and SEO catalyze each other to improve sales. Amazon PPC sales boost your ranking because conversion and sales are some of the most significant factors in Amazon’s SEO algorithm formula. 

This is because Amazon’s algorithm will boost your organic rankings if you get more sales, thus by getting an increase in sales from your Amazon PPC traffic, you're increasing your organic rankings much faster. 

Value in cracking a correlation between your ad spend and organic ranks 

Cracking a correlation between your ad spend and organic ranks are integral. Identifying the relevant keywords and using them in your listing copy and bidding on them contributes to your rankings and conversions. 

Reviewing your keywords along with your advertising performance would help you determine the market spaces to prioritize. As you start getting more and more reviews and drive a reliable flow of sales, you could slowly start increasing your price point to see if you are able to generate more revenue. But if this price increase results in decreasing your sales, you should always opt to strategize for Ads in order to drive more sales until the product starts to really gain momentum. Thus along with a competitive price point, you need to have insights over your advertising performance. It is imperative to have a presumably collected data on your Ads. This involves looking for keywords (or products) that have led to continued sales with or without a stellar ACoS.

When reviewing this data, you must begin by isolating keywords that perform well and put them on a manual campaign with a decided budget. You can always choose to target a single keyword which tends to ensure that you’re continuously bidding on a term and thereby shooting the impressions. 

As long as the keyword is performing well, targeting these keywords will provide you with a steady flow of sales. When doing this, you would be basically creating your own list of keywords. The goal is to create multiple campaigns and it is advised to assign keywords into their own campaign. Also, keeping the keyword list to a minimum is something that will really help. This could be helpful to ensure the necessary budget for the sales-driving keywords to reach their max potential.

You thus have an opportunity to select a broad, phrase, or exact targeting for these terms. 

1. Exact match - Your keywords must match the exact search term the customer inputs. Exact match also works by matching close variations of the exact term. While this type is quite restrictive, it can be used to accomplish more relevant customer search results.

2. Phrase match - As the name suggests, a phrase match means that the search terms must contain either a sequence of words or the exact phrase. The phrase match helps make your ad placement more relevant.

3. Broad match - This type is the most used on Amazon, and brands go with it because it provides broad traffic exposure to the ads. Every search term that contains either the keyword term or its synonym will be a match.

To learn how to started with Sponsored Products and help maximize your efforts from the start, read our ultimate guide 

It’s also important to understand the impact of your spending during this phase. Rather than solely focusing on your ACoS when looking at your campaigns, you should also be monitoring how total sales are affected. To do that, you should ideally be tracking the organic ranking improvements for the keywords and correlating those that are driving sales. This will help you increase your organic performance too. However, if your ACoS is not at a profitable level but is still contributing to an increase in organic sales, the overall purpose of the campaign is solved. 

Repetition impacts consumer behavior. Even though your product is ranking great, running ads to a keyword would still stimulate an increase in organic sales. There is a definite increase in organic traffic if customers are seeing your ad first. Advertising on Amazon is seen to be very effective. However, some shoppers may not want to consider the sponsored product results when conducting their search, but, seeing the same product flashing on the screen more than once tends to leave a sure impression. Using DataHawk, you can advantageously direct your advertising and ranking efforts to reach markets where you’ll see the most benefit.

USE CASE

Here is a Use Case for you to leverage DataHawk’s Keyword Tracker to crack the correlation between advertising and organic ranks.

Steps to use Keyword Rank Tracker:

  • Once you are logged in to the platform, you need to create projects and add the desired products and keywords to it. 
  • Clicking on a product from the tracked product list will take you to a product detail page where you have all the important KPIs and tools.
  • Click on the Keyword Rank Tracker tab once you are inside a Product. 

The charts show the keyword ranking distribution of the number of keywords you are tracking for which this product is tracking for a specific position.

Leverage Keyword Rank Tracking with DataHawk

DataHawk Keyword Rank Tracker further allows you to monitor rankings across the first ten search page results in all departments. You can see the detailed breakdown of the page ranks and positions for each keyword you are tracking and for which the product is indexing. The color system helps you quickly analyze the ranks, the greener, the better.

Leverage Keyword Rank Tracking with DataHawk

The Keyword Rank Tracker will help you compare organic ranking before starting a campaign and during a campaign.  We tested two ASINS and monitored the 10 Keywords (that our keyword tracker provides, pulling data from the first 10 search page results in all departments) to track the organic ranks. We tracked  "TUFT & NEEDLE Twin XL Mattress" & “Zinus Green Tea 12-inch Memory Foam Mattress” for one month from April 11, 2020, to May 11, 2020.

Leverage Keyword Rank Tracking with DataHawk

However, it is very interesting to see that the overall position of the product suddenly dropped on  28 April 2020 and 29 April 2020, which again went to rank #1 after probable bidding.

Here is another example,

The competition for the Keyword “mattress” is extremely high and this product has been in a constant race to rank better on this.

Leverage Keyword Rank Tracking with DataHawk

They started with an overall rank #37 on page 1. After spending more on this keyword, the rank had an upswing to 20.

You can see clearly how ranks are changing due to the advertising efforts and there is a significant impact on the ranking as on 11 April 2020(rank #37 on page 1) and the improved ranking tracked on 8 May 2020 (rank #8 on page 1).

Leverage Keyword Rank Tracking with DataHawk

We also monitored another top-performing product in the category,  “Zinus Green Tea 12-inch Memory Foam Mattress.”  It was found that the product is constantly ranking #1 for the Keyword “memory foam mattress”

Leverage Keyword Rank Tracking with DataHawk

The rather interesting keywords to look at for this product are, “full-size mattress” & “mattress queen”. You can see a drop in the rankings from overall position 3 to position 39 on page one. The star symbolizes that the product was seen to sponsored on those dates, you can see that for the keyword “full-size mattress” on 16 April 2020. After this, there was again an upswing due to the applied ads efforts.

It was also seen that they have been bidding on the keyword “Casper mattress”, Casper being a competitor & retaining an average rank #12 for it.  

Leverage Keyword Rank Tracking with DataHawk

DataHawk Keyword Rank Tracker also enables you to view the evolution of rankings in a graphical format, for you to easily compare and base insights on. You are thus able to quickly determine how the rankings are changing with your changing bid strategy.    

Here is an example,

Leverage Keyword Rank Tracking with DataHawk

You have the ability to analyze up to 5 keywords at a time with this chart. 

Getting insights from your campaigns and thus targeting valuable opportunities could be a key to success for a product long term. These are the strategies that you could use for catalyzing your growth for a new product. These analyses should be constantly conducted and efforts in terms of ad spends are important throughout a product’s life in order to continuously maximize sales and retain competitiveness in a dynamic market.

At DataHawk, we have been constantly monitoring and trying to make updates so as to deliver methods to boost your sales and Ads performance. Knowing that Amazon is becoming a more saturated market place every day, it is crucial to find ways to retain your competence in order to stay in the game, rather, rank well in the game.

Leverage Keyword Rank Tracking is a series of Use Cases where we will cover every aspect of how you can generate profitable keywords to make a measurable impact on your Amazon business with DataHawk.

Stay tuned for the next episode.


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