When Should You Make A Keyword Negative On Amazon?
Intro
A lot of people will wonder when or if they should make one of their keywords a negative term. The best solution we’ve found is setting some sort of quota the term has to achieve in order for us to keep the keyword.
You Have To Test It
One thing that I like to always do is to look at how many customers have been exposed to an ad of a particular search query and then determine, did I have enough of a chance to see conversions and I didn’t so that might be 20 clicks or whatever it is based on your conversion rate. But if you said something to a minimum and say if I haven’t received any clicks or any purchases and I’ve had this many clicks then I should have by all their measures had at least one conversion.
Results
Look, it’s probably not a good term to continue with let’s stop spending money on those and if there’s something that, it’s just a no-brainer you don’t have to wait for any clicks I mean, it could be just one impression and you realize that’s oh my gosh Amazon automated bids are trying to to find this term or spending money on this term. That is not a fit. I need to add that in negatives right away. I didn’t think to have it ahead of time learn fast and save that money.
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Are You Taking Advantage Of Amazon Posts?
It Keeps getting Better
So, you know at the end of the day it’s one of those tools where Amazon is just updating it constantly and a few weeks ago, they updated it to include carousels and they updated it to include scheduling post. So I can’t tell you how highly I encourage every attendee every client, take advantage of it I mean its rare that Amazon gives us something for free and the visibility on those posts is phenomenal. So what I’m doing with all of our clients that I’m working with is we’re looking at, okay what is our post strategy for the rest of the year and then how quickly can we get it in there so that we don’t have to think about it anymore.
Easy To Use
Now that we can schedule it ahead of time. Let’s get those posts schedule to the end of the year and then it’s not going back and having to check on it and you know double check and I have 1 client I was speaking to actually earlier today who I think is super smart in what she’s doing and she is posting a few every day and she set it up in such a way. So their social media team is literally feeding their content into her Amazon, you know administrator and then the amazon administrator is just taking it and putting in a post. So as the social media team is creating their content calendar, they’re just sharing it into Amazon. No additional operational cost no extra content creation, it’s awesome.
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Getting A Video For Your Product Page Isn’t As Hard Or As Expensive As You Think. Here’s Why.
It’s Not As Hard As It Seems
It’s an area that I see neglected a lot of times is video because I think a lot of 3rd party sellers think, this video is way to costly. I don’t have the people that they can produce videos and I don’t have the money to pay someone to produce a high-quality video so they neglect it all together. The reality is you don’t need some high performance, you know videographer to shoot a video for your product at least not out of the gate. Initially, We find that just putting some images and photography together into a video and adding some text and some Transitions and stuff can actually look really strong and actually do a really good job of portraying key messages it varies distinctly especially in the the first few seconds to get someone interested in enough to to stay engaged and watch the rest of the video matters.
Increase Sales By Over 3x Your Usual Amount
So if you’re going to do something like that on Amazon because you know, we know Amazon quotes that increases conversion rate by 3.6 times the normal conversion rate when a customer watches one of those videos so its hugely successful.
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How Your Customers Can Help With Advertising
Ambassador Programs
Something that I’ve seen a lot of success with indirect with consumer is really leveraging kind of Ambassador programs, getting some of your best customers your most loyal customers and honestly, if that could be an entire hour long call how that works so we’re not going to go into that long story short is having a program in place where you have an intimate relationship with some of your customers and then you can start soliciting them for high-value such as video content and I’ve seen some really really cool videos on Amazon where they are taking video testimonials from their customers and stringing them back to back to back and it’s just an amazing social proof piece. So and I’m looking at these products videos you have kind of like the infographic let’s talk about the product. You have the hey, let’s talk about the company itself. Cause some companies have some really cool names.
Embrace Who You Are
Are you made in America manufactured in America? Are you women owned? minority-owned? veteran-owned? Here’s a great place to share that story as long as it’s allowed. And then we also have kind of sharing some of these customer testimonial videos in a social proof aspect of it. So it’s not like everyone on the call, its not cut and dry. It’s not simple. It’s not like here is the one way to do it…
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Why You Need Videos On Your Amazon Product Page
See For Yourself
Videos are becoming more and more important, as you can see right here. I did an Amazon search for exercise equipment and right here. It shows videos related to your search so videos are constantly getting more and more– and these are just videos off the off the product pages. So it’s definitely worth having a video now that it’s even getting a whole entire row of real estate at this point.
The Payoff
Like they could put products here, but instead they put videos so these guys are getting double exposure now, so if they’re products here and here that these guys have two slots Now within Amazon, so it’s definitely worth having a video on your product page.
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