How Can Amazon Advertising Boost Your Organic Rank? 

Amazon Advertising has emerged as a powerful tool for sellers looking to enhance their visibility on one of the world’s largest online marketplaces. In the article “How Can Amazon Advertising Boost Your Organic Rank?” we delve into the synergistic relationship between paid advertising and organic search rankings on Amazon. This piece explores how strategically crafted advertising campaigns can not only drive immediate sales but also positively impact your organic ranking over time.

Understanding the Difference Between Ad Sales and Organic Sales

In the fast-paced Amazon marketplace, it’s really important for sellers to understand the difference between ad sales and organic sales if they want to really stand out and make more money. 

We’re going to take a look at both ad sales (the sales you get from paid ads) and organic sales (the sales that happen naturally without ads). It’s not just about knowing what they are, but also about seeing how they can impact your business and how you can use them to your advantage. So, let’s dive in and make sense of these concepts in a way that’s easy to understand and super useful for your Amazon game plan.

Amazon Ads: The Engine of Immediate Visibility

Amazon Ad sales, often referred to as sponsored sales, are generated through paid advertising campaigns on Amazon. When a seller invests in Amazon Advertising, their products appear prominently in search results or on product pages as sponsored listings on Amazon. These sales are direct outcomes of advertising efforts and are essential for:

• Gaining Immediate Visibility: Newly launched products on Amazon or those struggling in organic rankings benefit significantly from ad sales. They provide immediate visibility on Amazon.
• Targeted Reach: Amazon ads can be tailored to specific demographics, interests, and search behaviors, allowing sellers to reach their ideal customer more effectively.
• Measurable Performance: Amazon Campaign Manager offers clear metrics on the ROI of advertising spend, enabling sellers to fine-tune their advertising strategies for optimal results.

Organic Sales: The Long-Term Growth Driver

Organic sales, on the other hand, are the result of a product naturally ranking high in Amazon’s search results due to factors like:

• Customer Relevance and Satisfaction: Products that meet customer needs and garner positive reviews tend to rank higher organically.
• Sales History and Velocity: A consistent history of sales can boost a product’s organic ranking, as Amazon’s algorithm favors products with proven popularity.
• Search Engine Optimization (SEO): Effective use of keywords and high-quality content in Amazon listing optimization enhances organic discoverability.

Paid or Organic Sales – Which is The Better Option For You?

The question of choosing between paid or organic sales on Amazon might not be the right one to ask. It’s not about pitting them against each other, but understanding how they complement each other.

Think of it like this: Organic and paid sales are the dynamic duo of Amazon marketing, akin to Batman and Robin. Each has its unique strengths and capabilities, but together, they’re a powerhouse.

Brands that skillfully blend paid advertising with strong organic ranking strategies tend to see the biggest boosts in both traffic and conversions.

Imagine paid sales as your spotlight, shining a light on your products quickly and drawing immediate attention. Organic sales, on the other hand, are like building a strong reputation – it takes time but establishes a lasting presence and trust with customers.

How Do Sponsored Ads Help Improve Organic Ranking?

Amazon’s A9 Algorithm uses various factors like click-through rates, conversion rates, sales velocity from ads, verified reviews, and others to improve a product’s organic ranking. But getting organic clicks and sales can be tough, especially for new brands or products.

It’s a slow process to build up sales and customer reviews naturally to climb up in search rankings – and sometimes, it can take years. This is especially challenging when you’re buried deep in the search results, considering that 70% of Amazon shoppers don’t go past the first page, and the top three products snag about 64% of all clicks.

Given this scenario, your best strategy is to kickstart your visibility with Amazon Ads. Amazon PPC can place your products at the top of Amazon’s search results, helping you generate sales much more quickly.

Strategies to Drive Organic Growth with Amazon PPC

Understanding the significance of Amazon Ads in boosting organic growth, let’s dive into strategies that leverage these ads to enhance organic performance. 

Capitalize on High-Growth Keywords

• Conduct Keyword research and Competitor Analysis: Start by researching to find high-traffic keywords relevant to your category, which your product isn’t ranking for yet.
• Target These Keywords in Your Ads: Aggressively bid on these identified keywords in your advertising campaigns. This approach aims to increase conversions.

As sales begin to increase from these targeted ads, it signals to Amazon’s A9 algorithm the relevance and popularity of your product. This, in turn, improves your product’s organic search ranking.

Choose Your Organic Growth Success Metrics

While you’re placing high bids on those key, high-traffic keywords, it’s also crucial to monitor metrics that help you understand the full impact of your advertising on total revenue and organic growth. Here’s what you should keep an eye on:

Organic Rank:

It shows how well your product ranks organically on Amazon SERP on a given keyword. You should track if the organic rank of your product improves over time with paid advertising. 

You can easily track organic rankings of your keywords using Helium 10. 

Organic Sales:

This shows how much revenue you generate from organic purchases of your product. You want to see your organic sales grow as your organic rank improves.

Share of Voice:

This metric indicates the proportion of total impressions for a specific keyword that your product receives. A higher share of voice means better odds of securing organic sales.

Top of Search Share of Voice:

This metric reflects the percentage of total impressions at the top of the search results page for a particular keyword that are captured by your product. Given that the top of the search results attracts 80% of the clicks, it’s important to increase your product’s share of voice in these prime positions on Amazon.

BSR:

This metric indicates your product’s sales performance on Amazon relative to other products in the same category. A higher sales velocity significantly boosts your Best Sellers Rank (BSR) and, consequently, enhances your organic ranking.

Drive Traffic From Off Amazon

Marketing your product isn’t limited to just Amazon ads. Utilizing external channels like Social Media ads, Google Ads, and Email Marketing can also drive traffic to your Amazon product listing.

Though Amazon doesn’t explicitly state that external traffic boosts organic ranking, it’s a logical assumption. Increased conversions and sales velocity from external sources can positively influence your organic ranking on Amazon.

Let’s explore some strategies for driving external traffic to your listing:

Social Media Advertising:

Launch specific ads on platforms like Instagram and Pinterest, directing potential buyers to your Amazon listings. This not only introduces your product to new customers but also helps in boosting your conversion rates.

Influencer Marketing:

Team up with micro and nano influencers who can promote your product on their social channels. These smaller influencers often have high engagement rates, making them effective at driving substantial traffic to your Amazon store and listings.

Organic Content Marketing:

Lastly, focus on creating informative and engaging content through blogs or social media posts. While content marketing is a gradual process, it typically yields a high return on investment over time, benefiting your business significantly.

Final Thoughts

In conclusion, the primary goal for any seller is to boost organic product sales.

It’s essential to understand the impact of Amazon advertising on your organic ranking.

Since every product and business has unique requirements, careful planning is key to determine what to focus on for business growth.

We’ve shared some successful strategies that have worked wonders for our clients, offering a glimpse into effective techniques for enhancing sales.

If you want to scale your business on amazon book a call with us now.