As Amazon continues to evolve, so do its algorithms and tools that impact sellers’ visibility and success. Two powerful strategies stand out in navigating these changes: optimizing Amazon PPC (Pay-Per-Click) campaigns to align with the latest SEO phases and leveraging Subscribe & Save to boost recurring revenue and customer loyalty.
In this blog, we’ll dive into how sellers can adapt their Amazon PPC strategies to match new SEO phases and use Subscribe & Save effectively to grow their business.
The Evolution of Amazon SEO: What Sellers Need to Know
Amazon’s A9 algorithm determines how products are ranked in search results. Over time, it has become more sophisticated, focusing on factors like sales velocity, customer satisfaction, and keyword relevance. Understanding how these changes affect PPC campaigns is crucial for staying ahead.
New SEO Phases to Consider
- Phase 1: Keyword Relevance and Discovery
- This phase focuses on ensuring your product appears in search results for relevant queries. Amazon evaluates the alignment between your keywords and your product’s title, description, and backend search terms.
- PPC Role: Use Sponsored Product campaigns to test and refine keyword relevance. Identify which keywords drive impressions and clicks and incorporate them into your product listings.
- Phase 2: Sales Velocity and Conversions
- Amazon rewards listings that drive consistent sales and have a high conversion rate. This phase emphasizes delivering value to customers.
- PPC Role: Target high-intent keywords and refine your ads to improve click-through rates (CTR) and conversion rates (CVR). Focus on long-tail keywords that match buyer intent.
- Phase 3: Customer Retention and Loyalty
- As the algorithm prioritizes customer satisfaction and retention, your ability to create repeat buyers becomes critical.
- PPC Role: Retarget existing customers using Sponsored Display ads and promote Subscribe & Save to encourage long-term engagement.
Amazon PPC Strategies for the New SEO Phases
1. Keyword Research and Optimization
To succeed in the discovery phase, focus on keyword relevance. Use tools like Helium 10’s Cerebro or Jungle Scout to identify high-volume, low-competition keywords.
- Actionable Steps:
- Start with broad match campaigns to discover effective keywords.
- Use negative keywords to filter out irrelevant traffic.
- Regularly update backend search terms to include newly discovered keywords.
2. Bid Optimization for High-Intent Keywords
As you move to the sales velocity phase, focus your PPC budget on keywords that have a proven track record of conversions.
- Actionable Steps:
- Lower bids on low-converting keywords to save ad spend.
- Increase bids on high-performing keywords to maximize visibility.
- Use exact match campaigns for keywords that generate consistent sales.
3. Create Compelling Ad Copy and Visuals
Your ad’s success depends on its ability to grab attention and drive clicks. Use high-quality images, clear messaging, and persuasive language.
- Actionable Steps:
- Include your product’s key benefits in the headline.
- Highlight discounts, promotions, or unique features.
- Use A/B testing to refine ad copy and images.
4. Leverage Retargeting with Sponsored Display Ads
For the customer retention phase, Sponsored Display ads allow you to re-engage customers who have viewed or purchased your products.
- Actionable Steps:
- Retarget customers who abandoned their carts with personalized ads.
- Promote complementary products to past buyers.
- Use retargeting to increase awareness for Subscribe & Save.
Subscribe & Save: A Powerful Tool for Customer Retention
Amazon’s Subscribe & Save program allows customers to subscribe to regular deliveries of your product at a discounted rate. This creates predictable revenue and builds customer loyalty.
Benefits of Subscribe & Save
- Increased Customer Retention: Customers who subscribe are more likely to stick with your brand.
- Predictable Revenue: Recurring subscriptions provide steady cash flow.
- Improved SEO Performance: Amazon’s algorithm values customer retention, and recurring orders signal product reliability.
Products That Work Well for Subscribe & Save
- Consumables (e.g., snacks, supplements, cleaning supplies)
- Personal care items (e.g., skincare, toiletries)
- Household essentials (e.g., paper towels, laundry detergent)
Strategies to Maximize Subscribe & Save
1. Highlight Subscribe & Save in Your Listings
Make it clear to customers that they can save money and enjoy convenience by subscribing.
- Actionable Steps:
- Add a line in your bullet points emphasizing the benefits of Subscribe & Save.
- Use images or infographics to explain how the program works.
2. Use PPC to Promote Subscribe & Save
Dedicated PPC campaigns can drive awareness and adoption of Subscribe & Save.
- Actionable Steps:
- Create Sponsored Product campaigns targeting keywords like “subscribe and save snacks” or “monthly delivery.”
- Use Sponsored Brand ads to showcase your product’s subscription benefits.
- Include messaging about Subscribe & Save in your Sponsored Display ads.
3. Incentivize Subscriptions
Offer attractive discounts or bonuses for customers who subscribe.
- Actionable Steps:
- Set a competitive discount (e.g., 10-15%) for subscribers.
- Run limited-time promotions encouraging customers to subscribe.
- Highlight the long-term savings customers can enjoy.
4. Bundle Products for Subscriptions
If you sell multiple related products, consider bundling them for subscription offers. For example, a bundle of shampoo, conditioner, and body wash.
- Actionable Steps:
- Create a product bundle listing.
- Promote the bundle in your PPC campaigns.
- Offer additional discounts for customers who subscribe to the bundle.
Combining Amazon PPC with Subscribe & Save
The real power lies in integrating your PPC strategy with your Subscribe & Save efforts. Here’s how:
1. Drive Traffic to Your Subscribe & Save Listings
Use PPC campaigns to promote your listings with subscription options. Target keywords that align with subscription intent, such as “monthly delivery” or “auto-ship.”
2. Retarget Existing Customers
Use Sponsored Display ads to retarget customers who have purchased your products. Encourage them to subscribe to save money on future purchases.
3. Monitor and Optimize Campaign Performance
Regularly review your campaign metrics to ensure you’re getting a strong return on ad spend (ROAS). Focus on improving CTR and CVR for your Subscribe & Save ads.
4. Test and Scale
Experiment with different ad creatives, messaging, and keywords to see what drives the most subscriptions. Once you identify what works, scale up your efforts to maximize results.
Challenges and How to Overcome Them
While these strategies are effective, there are challenges to consider:
1. Rising PPC Costs
Competition for PPC keywords can drive up costs. To mitigate this, focus on long-tail keywords and optimize your campaigns regularly.
2. Managing Subscriptions
Scaling a subscription program requires careful inventory management to avoid stockouts. Use Amazon’s inventory planning tools to forecast demand accurately.
3. Educating Customers
Some customers may be hesitant to subscribe due to a lack of understanding. Use your listing and ads to clearly explain the benefits of Subscribe & Save.
Conclusion
Amazon’s evolving SEO algorithm and tools like Subscribe & Save present both challenges and opportunities for sellers. By optimizing your PPC campaigns for new SEO phases and leveraging Subscribe & Save to build customer loyalty, you can create a sustainable and profitable business.
Remember, success on Amazon isn’t just about having a great product—it’s about reaching the right audience with the right strategy. Start applying these tips today and watch your Amazon business thrive.
What’s your biggest challenge with Amazon PPC or Subscribe & Save? Share your experiences and questions in the comments below! 🚀