Many business owners are more focused on PPC than SEO when using Amazon to promote products. This is understandable.
Still, in actuality, You need both of these to get started. They both have the same goal: getting your product higher up in Amazon’s search results. This is vital because more visibility means more potential sales.
In this article, you will find a complete guide on Amazon SEO vs Amazon PPC and their importance.
Table of Contents
What’s The Difference Between Amazon SEO and Amazon PPC?
Amazon SEO is a general term that covers all the proven, and successful practices used to increase a product’s organic rank in Amazon search engine for relevant terms.
On the other hand, Amazon PPC is the main advertising model that sellers use to create ad campaigns for their products to boost sales on Amazon. Advertisers pay a fee to Amazon when a shopper clicks on their ad (pay-per-click model)
Although both strategies may have different approaches, the ultimate goal of PPC or SEO is the same: greater visibility, sales, best sellers rank, and increased visibility.
What is Amazon SEO?
Amazon SEO is primarily about refining your product listing or product detail page to make it more compatible with Amazon’s algorithm. Amazon SEO is free.
Although the results are slower than PPC, they ensure that your product appears for relevant buyer searches. Amazon SEO has a more permanent effect, i.e. The growth in organic rankings due to listing optimization is permanent unless you reverse or undo those changes.
Amazon PPC is a different beast. Your campaigns cannot run once your ad budget runs dry, your campaigns cannot run, and your sponsored rank drops. Some consider Amazon SEO more important than Amazon’s PPC.
We believe that focusing solely on SEO and PPC will not get you to the top. Both tools are vital to your seller toolkit and should be used together for maximum impact.
How can you improve Amazon SEO?
How do you optimize your Amazon product listing? The process involves two steps:
- Front-end Optimization: This refers to optimizing and enhancing the visual aspects of a product listing, including the copy. It includes product title, image quality, quantity, bullet points, and product description. Front-end optimization can also be defined as the strategic use of relevant keywords.
- Back-end optimization: refers to the section of your listing that you can only see, i.e. The seller. You can provide Amazon with information about the product’s nature.
The front-end section is visitors’ first thing in your product listing. It’s also your virtual storefront. Optimizing your Amazon Product Title, images and bullet points helps the algorithm understand what your product is all about. But that’s only one side.
A copy that clearly defines your product and highlights its benefits, and creates an urgency will significantly increase your conversion rate.
Amazon SEO Increases Organic Ranking Over Time
Amazon SEO is focused on increasing product visibility via listing optimization. Amazon SEO enhances product listing visibility by including relevant keywords and adding content that positively influences click-through and conversion rates.
Amazon SEO is a two-step process.
- Keyword Optimization: Include all relevant keywords that can be used to find the product in the product listing text
- Listing Optimization: Include high-quality and relevant photos, texts, reviews, etc., to increase CTR, Conversion Ratio (CR), and sales.
Amazon SEO has two main benefits: it is completely free, and product indexing (where a product is displayed in search results for keywords and search terms that match the product listing) occurs immediately.
A product listing can take a while to rise in the ranks and gain more visibility.
What is Amazon PPC exactly?
Amazon PPC also referred to as sponsored ads, is a well-known advertising platform to help sellers amplify their product sales online. With the pay-per-click (PPC) model, the advertiser only pays Amazon when you click on the ad.
If you are running Amazon PPC campaigns, you will not have to pay for impressions. When a PPC campaign is managed and optimized well, it can significantly boost the product’s visibility and sales.
This will also boost the product’s organic ranking, thereby ensuring long-term success.
Amazon PPC Advertising Types
There are 3 Amazon ad types available: Sponsored Products, Sponsored Brands, and Sponsored Display Ads (former Product Display Ads, PDAs).
- Sponsored Products Ads– keyword- and ASIN-targeted ads promote individual products within Amazon search results and product detail pages. Sponsored Products are the most popular ads on Amazon.
- Sponsored Brands Ads– ads for brand building that allow brands to promote a custom headline, brand logo, and up to 3 products in their ad in the top spot above Amazon search results. It will have the ability to send customers to their Amazon Stores page or a custom landing page on Amazon. Newly available are also video ads linking to product detail pages.
- Sponsored Display ads – ads that send buyers to Amazon product detail pages. They deliver relevant ads both on Amazon and on external websites to shoppers visiting or visiting (remarketing) specific products on Amazon.
How do you run a successful Amazon PPC campaign?
Amazon PPC is fast and reliable. Amazon SEO takes time, but Amazon PPC delivers immediate results. Increased product visibility To build momentum and be indexed for relevant terms, informed sellers optimize product listings immediately they go live.
PPC ads allow you to place your product on page 1, provided you are willing to spend top dollar. Your goal should be to start generating orders as soon as your listing goes live.
Because your product rank is likely to be in the hundreds, if not thousands, you will need to engage in Amazon SEO and Amazon PPC practices.
You also need to make enough sales to show Amazon that you sell a legitimate product. Organic orders will begin to come in as you rise in the ranks.
You will see an increase in organic-to-sponsored order ratios, which will allow you to decrease your ad budget while maintaining the same monthly sales figures.
Organic sales will make up most of your revenue as you move closer to the top ranks.
You should not stop running your ad campaigns or remove them completely, but there are two reasons.
- More visibility: Reaching the top 5 places in the rankings is great; having two spots, one sponsored and one organic, is even better.
- Advertising costs are lower: Amazon charges less per click for longer ads. In effect, you pay less to be able to place the same sponsored advertisement spot as new sellers.
This is the simplified version of Amazon’s PPC strategy to rank products.
Amazon PPC Grows Sales Quickly
Amazon PPC uses ad campaigns to attract more customers to your product listing. Let’s compare ‘Sponsored Products,’ the most popular type of PPC campaign. Other formats include ‘Sponsored Brands’ (previously known as Headline Search Ads’ and ‘Product Display Ads).
A bid is placed on keywords relevant to your product listing. If a customer searches for that keyword or similar keywords, your ad will appear in search results and on the product page. Optimization efforts such as CPC adjustments are necessary for campaigns to be successful.
Amazon PPC has a wider search reach than Amazon SEO. This is because it’s not just specific keywords that cause the ad. Amazon PPC offers the advantage of visibility improvement (and sales) that can be achieved quickly depending on the bids placed on particular keywords.
PPC campaigns have immediate effects that you can measure. PPC campaigns have one drawback: you must budget because you pay per click (PPC – pay per Click).
Amazon SEO Vs Amazon PPC 2022 Highlights
Amazon SEO Vs Amazon PPC 2022 Highlights are summarized in the table below.
|
— |
Amazon SEO |
Amazon PPC |
| Final Goal | Improved visibility/ranking in search results to increase traffic and sales | |
| What is it do? | Optimization of product listings for keywords and performance | Development and optimization of ad campaigns |
| Type of placement | Organic ranking in search results | Ad placement in search results and on product pages |
| Price | Free | Paid (PPC – Pay per click) |
| Results | Quick to the medium: fast indexing and top-ranking/rank improvements usually take time. | Quick. Immediate top ranking possible (depending on competition, bids etc.) |
| Search range | Relavant Keywords on product page | Relavant Keywords on product page+ similar keywords |
How Can Amazon SEO and Amazon PPC Work Together?
Combining Amazon SEO and Amazon PPC can effectively increase your ranking and boost sales on Amazon. Maximizing the usage of relevant keywords in product listings will significantly impact your PPC campaigns.
If you are unconfident about starting or don’t have the PPC budget, we recommend getting started with Amazon SEO.
How Amazon SEO Positively Impacts Amazon PPC Campaigns
PPC and SEO are both extremely powerful in achieving success on Amazon. There is a correlation between Amazon SEO and Amazon PPC.
So, Amazon SEO can help improve your Amazon PPC campaign performance. Knowing how sponsored ads work is the first step to understanding how listing optimization positively impacts PPC.
Amazon sponsored ads to allow sellers to target buyers for keywords automatically or manually. SEO is the most important factor in optimizing automatic ad campaigns.
An automatic sponsored ad targets buyers searching for keywords that best describe your product. Your product detail page is where the algorithm looks for keywords.
If you don’t optimize your listings properly or use low-search volume keywords, your ads will be marketed to the wrong audience. This mistake will result in your ad budget being wasted.
How Amazon PPC improves Amazon SEO over time
Your PPC campaigns will benefit from a well-optimized Amazon product page. However, the reverse is true. Amazon doesn’t have enough people to inspect all the listings in dozens of product categories.
Instead, Amazon’s algorithm analyses and assigns a ranking based only on a handful of factors, including sales. Running Amazon PPC ads can help you bring in sales at the beginning of your launch.
Amazon gradually increases the product rank as it sees that customers are happy with a product, even if they do so via paid traffic. Spending on PPC campaigns is not a bad idea. To make money on Amazon, spend some on an ad campaign first.
This also highlights the importance of keyword research. Manual keyword targeting PPC campaigns can only be set up if you are certain which keywords are worthwhile to target.
Final Thoughts
Now, you have clarity on Amazon SEO Vs Amazon PPC and their role in a successful Amazon Business.
Amazon SEO and Amazon PPC can be the most powerful ranking tools you have. But, you are responsible for unlocking their full potential. Amazon SEO and Amazon PPC Advertising constantly interact with each other.
If they are strong, they lift one another. When they are weak, they drag the other down. By implementing them correctly, you can easily improve your Amazon and Boost your sales ranking.
FAQs On Amazon SEO vs Amazon PPC 2022
Here you can check important FAQs On Amazon SEO vs Amazon PPC 2022.
What is Amazon SEO/Amazon PPC Ratio?
The number of keywords in your index and the PPC keywords you advertise using almost every keyword tool can be found here. These numbers are important.
You should have twice the number of indexed keywords than advertised PPC keywords. You don’t have enough budget to convert as many people as possible if you have too few keywords on your PPC.
You don’t have enough organic content to support your PPC campaigns if you have too many keywords in your SEO.
Do Giveaways Help You Get Rank on Amazon?
Giving away or selling Amazon products at a steep discount is a poor ranking strategy.
Giveaways have a minimal effect on rankings and are not worth the effort.
It is better to redirect your efforts (and your ad budget towards Amazon PPC) while using best SEO practices.
Is Amazon A+ Content Free?
Brand Registration is required to feature A+ content on an Amazon listing.
As of now, there are no Amazon Brand Registry charges, but you will need to have a certified trademark to obtain brand registry credentials.
Amazon Brand Registry gives you many benefits, including the possibility to improve your listing by uploading A+ material.
A+ content is (i.e. The content and photography are a completely different story and will likely require professional assistance.
What is the Average Time It Takes for Amazon SEO to Work?
You can modify Amazon product listings in 5 minutes and 24 hours. It’s not easy to answer your question about how long it takes for these changes in Amazon product listings to impact buyer behaviour or organic rank.
It all depends on how optimized the competitor listings are and the level of optimization that has been done.
If a product listing is in poor condition, even the smallest of improvements can significantly improve your product’s organic rank.
Minor changes to listings that are already optimized for search engines won’t produce remarkable results.
However, it is important to improve product listings by adding keywords and copy when necessary.
How Can Sellers Improve Their Amazon SEO?
You can improve your Amazon SEO by following these steps:
Use high-search volume keywords in the product title, bullet points and product description. Also, make sure to include the back-end section for your product listing.
Professional product photography services are available. Customers won’t bother to click low-quality or low-resolution photos.
Your product listing should contain native, grammatically good content and not just keywords.