CPC Strategy discusses how to increase search ranking on Amazon through paid and organic traffic generation methods on the Marketplace.

1. Increasing Visibility on the Amazon
Marketplace
Deep Dive Into Amazon SEO Tactics & Driving Detail Page Discoverability
Amazon Seller Course

2. Before We Get Started
Session Recordings Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
Logistics Speakers
Rick Backus
CEO
CPC Strategy
Pat Petriello
Head of Marketplace Strategy
CPC Strategy

3. Respect Your Amazon Brackets
 The higher your bracket, the higher your Buy Box share
 Jumping from one bracket to another will have a
stronger effect than moving within the brackets
themselves

4. Seller Rating
Seller Rating is divided in to 6 brackets:
• 100-98%
• 97-95%
• 94-90%
• 89-80%
• 79-70%
• Less than 70%

5. Shipping Time
Like seller rating, these are divided into brackets:
• 0-2 days
• 3-7 days
• 8-13 days
• 14 or more days
Again, jumping between brackets is more effective
than moving between them.

6. Create a No-Go-Zone
Understand the points below which you should never allow your metrics
to go. These are:
– Seller Rating - Below 70%
– On-Time Delivery - Below 97%
– Tracked Orders - Below 98%
– Late Shipment Rate - Above 4%
– Cancellation Rate - Above 2.5%
– Shipping Time - More than 14 days
– Customer Response Time - More than 10% of messages over
24 hours

7. Brand Enforcement Email
"Hello,
This is [Seller Name] and the reason we are writing this message is to let you know
that you are linked to several of our listings and we know that you are not authorized
to sell our brand [Brand Name]. For your information, we are also the owner of the
trademark of [Brand Name].
Our legal department is taking full action to all other sellers violating the rules and
you are one of them. We will provide you 24 hours to remove all offers for
our [Brand Name] listings from your inventory or we will enforce action, first by
reporting you to Amazon. Please see the below URL for those listings to which you
are linked.
http://www.amazon.com/XXXX
[Seller Name]

8. In general, are you the sole seller of
your ASINs on Amazon?
CPCStrategy.com
Poll For The Audience

9. • Founded in 2007
• Over +300 active retail clients
• Top 50 fastest growing companies in San Diego
• Recognized as an Official Google Shopping Partner
• Exclusive focus on retail
Solutions
 Retail-focused Paid Search (PPC)
 Google Shopping Management
 Shopping Channel Management
 Amazon Sales Acceleration
CPC STRATEGY HAS BEEN FEATURED ON
DELIVERING LASTING RESULTS FOR OUR CLIENTS
VISIT CPCSTRATEGY.COM

11. Pat Petriello
Senior Marketplace Strategist
Pat is a former professional seller on Amazon.com,
Amazon.co.uk, eBay, Buy.com and former member of Amazon
Seller Service Team. He grew up in New Jersey and later
attended University of Maryland to graduate with a B.S. in
Marketing / NYU, M.S. in Sports Business. When he’s not
getting European inspired haircuts you can find him near the
ocean, playing soccer, practicing yoga, cooking and traveling.

12. Course Overview
Overview of Amazon SEO
The Brand Registry Program
Product Content Optimization
Latest Findings with Sponsored Products
Driving Off-Amazon Traffic to Detail Pages
Seller Resources
Q&A

13. How the Amazon SERP Works

14. How the Amazon SERP Works

15. The Brand Registry Program
Designed to make it easier for brand manufacturers to own their product content.
Benefits
 List products without UPCs
 Increase authority over listing content
Critical early step for having a stronger influence over product titles, descriptions,
bullets, and images

16. The Brand Registry Program
Execution
 Enroll brand via Seller Central (easy)
 Submit key attributes for each product (tedious)
• Can identify products missing brands or key attributes is to check your product data
feed (or request the ability to pull a feed)

17. Product Content Optimization
Title Optimization
 Particularly important for brand manufacturers
 Standard concatenation example (for Apparel):
• Brand
• Style
• Product Type
• Material
• Keyword 1
• Thread Count
• Gender
• Color
• Size
General Flow:
[Brand] + [Style] + [Product Type] + [Material] + [Keyword] + [Branded Color] + [Color]

18. Product Content Optimization
Title Optimization Rules of Thumb:
 Lead the concatenation structure with the Brand
 Relevancy is key – use search engine-friendly terms like “long sleeve” instead of “l/s”
 The Parent Test: How would one of your parents search for a product?
 The customer should be 100% confident in making a purchase based entirely on the
title alone
 Use commas to separate data elements
 Optimal title lengths are usually between 80 and 250 characters but vary by category
and upload type
 Pulling a reverse feed and updating titles in bulk using flat files templates is easiest
for multiple products
 All categories EXCEPT Clothing, Accessories & Luggage, Sporting Goods, and
Beauty show best selling child variations and attributes in search results

19. Parent & Child Variations
Recommendation:
Increase your child SKU visibility by grouping product listings together as parent/child variations

20. Product Content Optimization

21. Product Content Optimization
Search Term Optimization
 You have 5 fields of 50 characters to leverage for search terms
 Search terms will not display on the detail page but are indexed for search by Amazon
 When entering several words as a search term, put them in the most logical order
 Abbreviations are ignored by Amazon when indexing search terms
 You can separate terms by putting a space between them.
 Repeating search-terms?

22. Product Content Optimization
Search Term Optimization – A/B Testing
Search terms are not a static field – should constantly be undergoing
performance evaluations
• What terms do you not rank well for that you want to rank
better for?
• Need to measure performance for these, how?
 Seasonal adjustments
 Competitor brands
 Use data to drive your search term selection

23. Latest Findings with Sponsored Products
“Sponsored Products 2.0”

24. Latest Findings with Sponsored Products
New Findings Automatic Campaigns
Goal: Get a snapshot of each ASIN’s ACoS at different bid levels
Recommended Structure:
 Start with a Mid-level ad group – ~$0.10 to $0.50 based on COS
 High - $0.50 to $1.00
 Low - ~$0.02 to $0.10

25. Latest Findings with Sponsored Products
New Findings Manual Campaigns
 Ideal if your product content is poor
 Start with a large pool of keywords (~50)
 Differentiating products by brand or type
• OK to build out a manual campaign for just 1 SKU
FAQ: Bidding against yourself?
FAQ: OK to keep products in both automatic and manual
campaigns at the same time?
FAQ: OK to bid on the same keyword in more than 1
manual campaign?

26. Latest Findings with Sponsored Products
The Campaign Performance Pivot Table – see Chat Box for download link

27. Driving Off-Amazon Traffic to Detail Pages [beta]
 Google Adwords - Using Text Ads To Drive Traffic
• Potentially just for mobile
 Email marketing - leveraging your existing customer-base
 Facebook – running interest-based ads
Goals
 Driving qualified traffic with a high intent to buy
 Increasing sales performance of an ASIN so that it rises in the SERP
Downsides:
 Can’t track conversions
• Before anything, establish your product-level baselines
 Still don’t own customer data
 Potential harm to your AdWords account if it goes in review

28. Which best describes your persona
as a seller?
CPCStrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Poll For The Audience

29. Seller Resources

30. Seller Resources

31. Seller Resources

32. Seller Resources
www.facebook.com/groups/ecommercegroup

33. Seller Resources

34. Seller Resources
www.theamazingseller.com

35. Drive a Long-Term Growth Strategy on the
Amazon Marketplace
Questions for Pat or Rick?
Submit your questions in the chat box on the right
CPCStrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com