We often get asked how to drive more traffic to your Amazon product listing. There are of course many options, but here we’ve picked out 3 of the best for you to focus on.
Relevancy
Being more relevant is how to drive traffic to your amazon product.
So, how do you make sure your product is relevant? Each product is considered by Amazon relevant for a number of keyword phrases (this is referred to as indexing). Where that product appears in the search results is referred to as ranking. You cannot rank if you do not index, and you will not index if you are not relevant. To be relevant you have to be:
- in the correct category for your product
- have the right keywords in the listing title, bullet points, description etc
- be making or have made sales in the past when someone typed in that keyword
Let’s look at an example below. Both are dog creates, both best sellers. Yet if I typed in “dog travel crate”, which one is more relevant? Product A, the one with the words ‘dog’ ‘travel’ and ‘crate’ is correct.
Action:
How you can check if your Amazon product listing is relevant?
1) make sure your title, bullet points and description reflect what you want to be considered relevant for.
2) Check what keywords you are considered relevant for using a tool like Helium10’s cerebro.
Advertising
So, how to drive traffic to your amazon product with advertising?
The world of PPC advertising on Amazon can get complex and even experts can get lost in acronyms like CPC, ROAS, ACoS etc. However, at its simplest level, you just need to make sure your advertising has the keywords in it that you want to be relevant for. That’s all. You can learn about PPC or hire a company to do PPC for you, but if your budget will not stretch to that yet, just make sure you have lots of relevant keywords in your campaigns.
When we typed in “Dog Travel Crate”, this product comes up as an advert. If I was looking for a ‘travel create’ and purchased this particular product having clicked on the advert, then Amazon would give me a little bit of ranking ‘juice’ and note that I was a bit more relevant for this keyword than before.
External Traffic
So, how to drive traffic to your amazon product with ‘external traffic’?
There are many ways to drive external traffic, but one thing for sure is Amazon loves external traffic.
You can:
- post on your social media sites and offer viewers the option to click to go to your listing
- have a link on your website or YouTube video
- get more advanced and use Amazon’s attribution system and so you can then get reports on what is converting to a sale
Then there is, of course, the world of paid advertising. Google ads, Facebook ads, YouTube ads. The list is endless. Just please make sure you follow the number one rule, make it relevant. A click on an ad that results in a sale is so so much more value than a link that does not.
You post on your social media sites and offer viewers the option to click to go to your listing. You could have a link on your website or YouTube video or Instagram post. You can even get more advanced and use Amazon’s attribution system and so you can then get reports on what is converting to a sale. Then there is of course the world of paid advertising. Google ads, Facebook ads, YouTube ads. The list is endless. Just please make sure you follow the number rule, and make it relevant. A click on an ad that results in a sale is so so much more value than a link that does not.
Final thoughts
One final word of caution. Not all traffic is equal. Increasing more traffic to your Amazon product is (relatively) easy, however, if that traffic is poor quality then you can actually damage your product and business. Your conversion rate will fall, Amazon will see your product as less popular and you may actually fall in ranking. Not good.