Exact Match Organic Rank Boost | Amazon PPC Beginners' Course (1.6)

https://www.youtube.com/watch?v=IIU3YXXV5bM

AMAZON PPC BEGINNERS' COURSE:

Chapter 1, Video 6

I have included this video from my PPC Launch course (which will also be uploaded here) because it explains some vital points regarding how the algorithm views your product, and how it aligns the customer search terms to it.

While this is a beginner course, I feel it is important that you get a sense of what is going on between your listing, your sponsored ads, and the algorithm so that you have a good idea of how to improve your organic ranking for keywords.

Question by H

You mentioned that it is important to index keywords first to make sure the algorithm knows what your product is. Isn't there an argument to be made that you might be wrong about the search terms that your product will sell best for?

For example, what if you think your product is best suited as a collapsible trash bin but it sells more successfully as a laundry hamper (dramatic example but it's what I could come up with). In which case, don't you want to run auto campaigns and regularly negate or reduce bid on non-relevant keywords?

This way it would learn what your product isn't while still teaching you better search terms to target.

Answer

Hi H,

Yes sure, it depends on what you are trying to do.  At some point, you will have to start somewhere and that's usually the description.  It can be that there is a secondary branch of keywords like in the following example, but at the beginning, you need to decide to go with one or the other.

I often see titles something like this:

"ABC Brand Hessian Shopping Bag - 100% Natural materials - Beach Bag, Weekender Bag, Tote Bag"

Here, the person is selling a shopping bag but hoping to grab some sales for beach bags etc.  But, if you are a piece of software trying to determine what is being sold, which type is it?  Does it show the bag for beach bags, or weekender bags etc?

When you launch you need to make one of them 100% clear.  There's enough of a market to succeed with one.  And at the start the algorithm can't know who your target shoppers are unless it is 100% clear what you are selling.

When it understands what you are selling it will release a handful of keywords to your ASIN.  And it will give you more once the product begins to prove that it can sell.

What I am saying, is that in the early stages of a launch 1-4 weeks (depending on sales), forget about autos, broad, ASIN and category target campaigns.  Focus only on EXACT, and possibly Phrase.  Your must important job at the start is to get the right keywords aligned to your product.  If you fail in this, your CPC will be higher, your organic rank will be lower, you will struggle more to get your PPC rank higher.

Once you see that the algorithm is totally clear about what you sell, and is mapping the correct keywords to it, then you can branch out to these other ad types like auto and broad.  If you do it in this order, you will suffer less from irrelevant search terms and your costs will be easier to control.

Then, you will get to expand your keywords as people who are searching for laundry hampers and see your product, will buy it.  Or, ASINs that you are target that already rank for laundry hampers will begin to have those keywords mapped to your product when you take sales from them.

Hope that helps.