Running contextual advertising on Amazon is not an easy task! It will require a lot of time from you, not only during launch, but also before you set up advertising campaigns, since you will need to improve Amazon listing before launching.
Consider all the details that will increase your chances of success when placing ads!
What should you do for optimized Amazon listing?
- Analysis of competitors’ listings and reviews of their products
The analyst evaluates competitors’ photos, descriptions, reviews, special offers on the first three pages of search results. Takes into account the shortcomings of competitors and turns them into your advantages.
- Selection of keywords
PPC specialist selects 150-200 keywords for a high position of your listing in Amazon search results.
- Creating texts
An English-speaking copywriter will write a headline, bullet points and description using selected keywords and taking into account the analysis of competitors.
- Product photography
A subject matter expert will photograph the merchandise according to Amazon’s requirements. Professional models and a variety of locations help show the product in action.
- Image creation
Retoucher processes photos. Designer creates infographics, photo tutorials, collages. You get a story of 9 images urging you to buy.
- Uploading content to Amazon.
The account manager will add images, texts and keywords to an existing listing. To do this, you just need to open the user permissions.
How to improve Amazon listing before running an ad?
One of the most important parts of a successful ad campaign is getting your product detail pages (your products listing) set up correctly
Amazon has analyzed what makes your products perform best at the time they are advertised.
The organization has developed machine learning models. They evaluate the information that a buyer can view about your product, such as description, images, and customer reviews.
Today, let’s talk about 10 Amazon listing changes you can make to increase the chances that your ad will be clicked on!
Amazon Guide: Let’s improve Amazon listing to launch Sponsored Products ads?
In their guide, Amazon used a fictitious brand called KitchenSmart for illustration purposes.
The recommended changes that Amazon has listed in this guide can help improve your chances of a click or sale if you’re promoting with Sponsored Products.
Tip 1: Change your listing title
Think of your product name as a way to make a first impression on customers. The title will appear prominently in your Sponsored Products campaign creative.
An informative, easy-to-read headline allows buyers to get to the basic facts about your product as quickly as possible. Amazon recommends that headlines be about 60 characters long.
Brevity ensures that your headline won’t get cut off in your Sponsored Products ad, helping buyers get an accurate idea of what your product is about.
What should be included in the title?
Consider the following before writing your title: your brand, product line, material or key feature, product type, color, size, and packaging/quantity.
Here’s an example: KitchenSmart sells an espresso machine. Their header will look something like this:
KitchenSmart [brand] SmartEspresso [product line] Silver [material] Espresso Machine (15’’) [Product type, height]
Tip 2: Add high-quality, cool photos to improve Amazon listing!
When customers view your product listing, images can help grab their attention and tell them a lot more about what you’re offering.
Include four or more images that describe your product from different angles. Highlight important details and features, and use a photo to show how your product can be used in other ways. Also, if your product includes multiple variations (for example, five shades of lipstick), show images of all shades.
Besides, make sure your images are on a plain white background and that your product is at least 80% of the image area.
Here is an example:
KitchenSmart used high-quality images for their listing and made sure they are scalable so shoppers can get a better look at the product before buying.
It is recommended that you use images that are at least 1000 pixels high or wide to enable Amazon’s zoom feature.
This allows customers to get to know your products better and can help you increase sales.
Tip 3: Use more than 3 bullets
Use these tips to write the right listing bullets:
- Start with a capital letter
- Each bullet is a new sentence (no punctuation at the end)
- Repeat title and description information where applicable.
- Avoid promotional or pricing information
Also, try to include at least three bullet points that will give customers a clear idea of your product’s key features: content, use, size, operational considerations, age rating, skill level, and country of origin should all be considered.
An example from KitchenSmart
Let’s take a look at how KitchenSmart can compose bullets for their espresso machine:
- Fully automatic espresso machine [contents]
- Grinds beans, brews specialty drinks, and prepares milk froth [uses]
- Operates at the touch of a button [operational considerations]
- Crafted in Italy [country of origin]
- The dimensions are 10″ (width) x 17″ (height) x 15″ (depth)
Tip 4: Write a detailed product description to improve your Amazon listing
In the description section of your product, you can detail all the benefits, uses, and value proposition of your product.
Treat your description as a short story: use full sentences, check spelling and grammar, and be concise but informative.
Accurate, engaging copy can help you turn ad clicks into purchases.
Another example:
When writing the description of their espresso machine, KitchenSmart takes the opportunity to show customers what makes their product special (and interesting to their brand).
Get a café-style brew right at home in minutes.
Combining a modern design with classic Italian craft, the SmartEspresso Espresso Machine is a delight.
It’s simple to use and easy to clean, and also delivers rich, flavorful espresso drinks whenever you want them (morning, afternoon, evening, or all three).
The unique milk system mixes milk and air in the built-in frothing chamber, adding an irresistible layer of foam to your cappuccino or latte.
Sleek silver construction complements any kitchen. Imported.
Tip 5: Pick the right keywords to improve Amazon listing
To help customers find your products on Amazon, it’s important to include keywords that a potential customer can use in their product search!
When searching, these keywords include a focus on the elements that are most important to your product, so try to include common words that improve your product’s discoverability: key features, materials, size, usage, and more.
Advertising can also help you understand what search terms to add to your products.
Using the search terms report available in the advertising console, you can find the terms that buyers use to search for your products and add them as search terms in Seller Central. Also include synonyms and spellings.
Here are some basic tips to keep in mind when considering search terms.
- When entering search terms, use single spaces to separate them.
- Don’t use commas, semicolons, stop words (“and”, “or”, etc.) or subjective statements like “best”.
- Amazon takes spelling errors, capitalization, and plurals into account so you don’t have to worry about it and add all sorts of word variations!
Below are some of the keywords KitchenSmart might add to their espresso machine:
coffee cappuccino latte espresso
frother kitchen automatic
beverage barista cafe
coffeehouse drip tray water tank
stainless steel dishwasher
Steps to improve Amazon listing for Sponsored Products ads: Keywords
Tip 6: Stick to reasonable prices
For many buyers, price plays an important role in their purchasing decision.
In addition to the title, photos, and other information, Sponsored Products ads include the price of your product. Buyers may be more motivated to click on your ad and end up making a purchase if you offer great prices on your products.
Consider the following steps when determining your price:
- Explore other products and offers similar to yours
- Consider shipping costs
- Consider free shipping to boost your sales
Tip 7: Advertise products that are in stock
The products you advertise must be in stock.
If the item you’re promoting goes out of stock, the ad will be automatically paused as part of your campaign.
Top tips from Amazon:
- Have a plan for products that sell out quickly.
- Remember that advertising can increase traffic to your product pages, which can lead to more sales.
- You can track your inventory in the Manage Inventory section of Seller Central.
In Manage Inventory, you can view the current inventory levels for each item:
Tip 8: Use A+ Content
How can you make your products even more attractive to customers? Make sure you are using A+ Content.
Available to sellers registered with the Amazon Brand Registry, A+ Content allows you to describe your product’s features with enhanced images, text placement, and stories.
This can help you increase engagement with your details page and increase conversions.
- Focus on what makes your brand unique and keep that in mind.
First, Include your logo, choose visuals that share a consistent color scheme. Second, use images, including lifestyle images and high resolution product shots, to bring your product to life.
- Take the opportunity to answer known questions about your product
The more information you can offer about your product, the more likely customers are to buy it.
Tip 9: Promote Products with good reviews
Meanwhile, when it comes to buying a product, sometimes the most important factor for buyers is the opinion of other buyers.
That’s why Amazon recommends advertising products with five or more customer reviews, as well as 3.5-star or higher ratings.
You’re investing in advertising to drive traffic to your product and drive sales, so help expand your reach by selecting products with good reviews and high ratings.
Tip 10: Promote Featured Offer products
A Featured Offer is a section in a listing where shoppers can add items to their cart or buy an item in the same second.
When multiple sellers offer the same item, Amazon combines the offers on a single product details page so you can give your customers the best experience.
To advertise, your product must be eligible for the Featured Offer. When advertising Sponsored Products, your ad will only appear if you are a Featured Offer for that particular product.
How to improve Amazon listing before running an ad? Final thoughts
It is best to apply all 10 recommendations together. However, even if you apply at least one of these recommendations, you will already increase your chances of getting a click or a sale.
Keep in mind that the recommended changes that Amazon listed in their guide may help improve your chances of a click or sale when you advertise this product with Sponsored Products, but it’s not a guarantee.
When multiple sellers sell the same product through the same details page, Amazon automatically aggregates the best product data from different content submitted by sellers to provide the best customer experience.
You, other sellers and manufacturers may post product information on the product details page as specified in this guide.
When evaluating your contributions, Amazon considers sales volume, refund percentage, customer reviews, and warranty claims from A to Z.
Find about advertising on Amazon here!
Yours, Amaz Markets