If you search Google, Facebook Groups, or YouTube for “how to improve your Amazon sponsored ad campaigns,” you are sure to find lots of content about how to make this change or that change to your campaigns to improve them.
For instance, someone might tell you to allocate your budget between your auto campaigns and manual campaigns based on a ratio. Someone else might tell you how to properly structure your PAT (product attribute targeting) campaigns. And you’re bound to find conflicting advice.
What you don’t hear a lot of people talk about when it comes to sponsored ad optimization is conversion rate optimization (CRO). CRO has very little to do with the levers you can pull in the ads manager. Rather, it has to do with ensuring you are converting the traffic that lands on your listing, including traffic from sponsored ads campaigns, at the highest possible percentage.
Here are three simple hacks and how to test them:
1) Optimize your main image and title
The first thing you need to do to improve your CRO is to ensure that you have the highest performing image as your main image. You might be saying “duhhhh,” but hear me out.
Don’t just select your main image based on which image you think will perform the best. Rather, you need to test multiple images. How do you do this? You can either test manually or using software like Splitly. Either way, the key metric to evaluate performance is your click-through rate (CTR).
Whichever images has the highest CTR is almost certainly your winner.
You can view your CTR in the campaign manager on the campaign and ad group levels. Software like Splitly will give you a more detailed analysis on the product level.
When testing, you need to make sure you test images over the same time period and control all the other variable. In other words, you want to ensure you use the same title for all the images you are testing so that the only variable is the main image.
Once you’ve found your winning image, you should repeat this process for your title.
2) Optimize your key product features
Once a prospect clicks into your listing, you have to make sure you are doing everything you can to convert that prospect into a customer. For your bullet points, you need to make sure they contain convincing copy that incorporates Amazon SEO (check out our other blog articles about this). You also want to make sure that you aren’t using block text, which can be very hard to read, especially on mobile.
You can look at your conversion rate in your campaign manager by diving your clicks by your orders, which you can do at the campaign or ad group level. You can determine your conversion rate on an ASIN level, by going to Business Reports/Detail Page Sales and Traffic by Child Item/Unit Session Percentage. The Unit Session Percentage is your conversion rate.
3) Create compelling infographics and lifestyle photos
Infographics and lifestyle photos are instrumental in converting browsers into buyers. For infographics, there are three principles that you need to keep in mind. The first is that the substance of each infographic needs to be relevant to your prospective buyers. You want to call out the key product features or benefits that matter to your buyer. If it doesn’t matter to your buyer, don’t waste the space.
The second is that the information needs to be easily digestible. If your prospect has to spend 20 seconds looking at your infographic to digest the information, you have a poor infographic. It’s likely that the customer won’t look at each photo for more than a few seconds, so you must make sure that your points are concise. Where possible, use symbols like the machine washable symbol that are familiar to everyone.
Lastly, you need to have high-quality infographics. If your infographic looks obviously photoshopped or isn’t professional, you are not optimizing your listing as best as you possibly can. You can also bet your top-selling competitors have high-quality, professional infographics.
As for lifestyle photos, you want your target audience to imagine themselves using your product and being happy or excited about it. This means having models who are like your target audience or who represents the ideal your target audience is trying to achieve (e.g., an in-shape person if you are selling a fitness product). If your product appeals to both men and women, you should make sure you have lifestyle images that appeal to both men and women.
Like your infographics, it’s important that your lifestyle photos look professional. If your photos are obviously photoshopped, you should expect a much higher bounce rate.
After you upgrade your photography, make sure to monitor your conversion rate.
If you’re interested in having Nectar manage your PPC to improve your conversion rate and profitability, make sure to contact us at [email protected]