{"id":47113,"date":"2021-06-02T09:14:36","date_gmt":"2021-06-02T16:14:36","guid":{"rendered":"https:\/\/content26.com\/?p=47113"},"modified":"2021-06-03T09:15:20","modified_gmt":"2021-06-03T16:15:20","slug":"amazon-paid-search-and-organic-search-should-work-in-unison","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/amazon-paid-search-and-organic-search-should-work-in-unison\/","title":{"rendered":"Amazon Paid Search and Organic Search Should Work In Unison"},"content":{"rendered":"

From a customer perspective, looking for a product on Amazon is straightforward: Type the words describing what you\u2019re after into the search bar, click, and then scroll through the results. But there is a lot going on behind the scenes to try and get relevant products in front of these customer\u2019s eyes. Brands without a solid strategy may wonder which is more important to focus on: Amazon paid search or organic search?<\/p>\n

The answer, unsatisfyingly, is both<\/em>. If the goal is to increase visibility and ultimately increase conversions, it simply doesn\u2019t make sense to focus on one without the other. Brands are more likely to succeed with the right combination of strategic organic search and Amazon paid search campaigns working in tandem.<\/p>\n

Why Brands Should Be Thinking About Both Organic and Amazon Paid Search<\/strong><\/h2>\n

Organic search relies on a variety of different elements, but ultimately boils down to Amazon\u2019s A9 search algorithm judging two main factors: relevance and performance. That means, it\u2019s going to judge how closely the customer\u2019s search information matches your content while also considering price, sales velocity, customer reviews, and other metrics. Its primary goal is to provide customers with the products that they are most likely to buy.<\/p>\n

Amazon paid search is an opportunity to bypass some of those harder-to-control organic metrics by paying to place your products at the top of the search results. Paid search also offers more control of where your results are seen, such as top of page when customers search for your competitor\u2019s<\/em> product.<\/p>\n

\"Amazon<\/p>\n

Lava Guitars pays for an ad to appear in the search results for their competitor, Martin<\/em><\/h5>\n

Negative search terms<\/a> give you even more control over where your ads are placed. Don\u2019t want your maxi pads to show up in search results for mouse pads? Brands have a lot more control over where their products appear when they are paying Amazon for that privilege.<\/p>\n

Optimizing for organic search and Amazon paid search require different strategies and skillsets, and most successful companies have different content and advertising departments. For brands selling on Amazon, these departments aren’t interchangeable, but they should be inseparable. When both are properly dialed in, organic and paid search naturally work together to create the strongest possible boost to discoverability.<\/p>\n

Content is the Foundation for Amazon Paid Search<\/strong><\/h2>\n

Brands can improve organic search by optimizing their product listings with relevant keywords that are thoughtfully integrated into the product copy. Following the best practices for improving organic search should result in a product page that is well-written and offers all the information a customer needs to buy the product. But, as mentioned earlier, there are some aspects of optimizing for the A9 algorithm that are simply out of a brand\u2019s control.<\/p>\n

This is theoretically where Amazon paid search comes in. Using a combination of search and display advertising<\/a>, brands can get their products seen by potential customers. When those potential customers click on that ad, they\u2019re directed to an optimized product page full of the information they need to feel confident buying the product.<\/p>\n

Focus only on organic search and it can be difficult to get your product to the top of the results page if it\u2019s not already a high-selling, well-reviewed, and aggressively priced item, no matter how expertly integrated your keywords are.<\/p>\n

Arguably even more nearsighted is focusing only on Amazon paid search without optimizing product page content. Sure, a good advertising strategy can get potential customers to click to your product page, but if that page doesn\u2019t give them the information they need, they\u2019re not going to buy the product. Product detail pages play a crucial role in Amazon ad performance: they can either drive consumers to buy, or drive them away.<\/p>\n

That\u2019s why the two strategies should be inseparable. Strategically optimizing your product copy for organic search provides a foundation that will lead to conversions when customers arrive on the page from paid search. And when customers buy, that increase in sales velocity will improve the page\u2019s organic search standing with the A9 algorithm.<\/p>\n

Steps for Getting Started<\/strong><\/h2>\n

Optimize Your Product Listings<\/strong><\/p>\n

Ensure that your product pages will convert before<\/em> driving customers there with Amazon search and display campaigns. Start by updating\u00a0essential content<\/a> and intelligently infusing the titles, bullets, and product descriptions with keywords. Because basic A+ content is free for all vendors<\/a>, it\u2019s a good idea to add\u00a0enhanced content<\/a>\u00a0to all your products, not just your most important ones.<\/p>\n

Invest in Amazon<\/strong> Advertising<\/strong><\/p>\n

Strategically implementing paid campaigns can dramatically increase the discoverability for your products. Amazon offers expanded metrics<\/a> that let you know what is working and what isn\u2019t, as well a variety of ad types<\/a> to reach a wide audience.<\/p>\n

Learn and Adjust<\/strong><\/p>\n

Monitor which keywords are performing well and adjust accordingly to\u00a0get the most out of your Amazon advertising spend<\/a>. As campaigns end, you can take what you\u2019ve learned and use that information to further optimize the content in your product listings.<\/p>\n","protected":false},"excerpt":{"rendered":"

From a customer perspective, looking for a product on Amazon is straightforward: Type the words describing what you\u2019re after into…<\/p>\n","protected":false},"author":50,"featured_media":47419,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[125,789,1461,1462],"tags":[],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n\n\t\n\t\n\t\n