22 Questions on How to Increase Organic Search Visibility on Amazon – Answered

The ability for a third party seller to have their offers seen on the Amazon Marketplace has become increasingly more difficult and pertinent as the competitive landscape has grown. Understanding which factors influence organic search visibility on Amazon is just the first in approaching this challenge. But what are the practical applications?
Last week, CPC Strategy’s Pat Petriello, Head of Marketplace Strategy hosted a live course on how sellers can actually manipulate the factors that most profoundly influence Amazon SEO.
There were a lot of questions we didn’t get a chance to touch on, so here they are now with answers from Sprigley Allan, Head of Amazon Program Development, at CPC Strategy:
A. It’s not so much a magic number for clicks or impressions about when you should take action on a keyword – it’s how much spend has that keyword accrued relative to the ASP, selling price of the item and the advertising cost of sale. This could also be relative to your cost of sale goals.
A. You can’t really track conversions – you can only track sessions and organic ranking.
A. Automatic and Manual Campaigns can be run in conjunction with each other so I don’t view this as mutually exclusive. From what we’ve found – we’ve had more success with automatic campaigns and differentiating ad groups and CPC bids within those automatic campaigns however there is still value in those manual campaigns because you can target keywords that you’re automatic campaigns might not already be picking up.
You can also use your manual campaigns for targeting keywords such as a competitor’s brand name, that might not necessarily show up in a competitor’s campaign.
A. This just means if you have a product in two campaigns that it will take the higher bid, but that you won’t compete against yourself.
A. Yes, you want to put the search terms in the most logical order of what people would searched for.
A. No, if you don’t own content – the search terms are part of that content and you won’t be able to augment them.
A. Yes.
A. Yes, ads are not just selected by bids but by relevancy and sales performance history.
A. Yes, using brand registry you can register multiple brands.
A. While Amazon says that repeating search terms has no value we have found some instances where it has.
A. You should have one parent child relationship that has 40 child ASINs using the variation themed size and color.
A. By advertising both and differentiating bids (curate keywords separately).
A. No.
A. If your product in brand registry and you hold the content you can update that content but if that content is being shared – you can’t guarantee that content is going to be taken by Amazon.
A. Yes, look under business reports – brand performance in Seller Central.
A. Reviews matter for conversion and conversion impacts sales history. Sales history is one of the drivers for search rank. People say the amount of reviews is what drives search but it’s really reviews drive conversion, and conversion drives sales history and sales history is part of search.
A. Child.
A. It’s actually easier when you are using a technology partner. You can make your title a dynamic field that combine the other fields.
A. Reports – Advertising Reports within Seller Central.
A. You do not need to recreate automatically targeted campaigns, they will use the new content that you have given them.
A. No, if the ad is performing really well.
A. Through Amazon Marketing Services – yes.