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Amazon CTR Optimization Strategy

Intro


Amazon offers plenty of opportunities to flourish as a salesperson. But it requires adding efforts and practices. Apart from the growth of Amazon Advertising, there is another reason to consider advertising on the platform: the intention of transactional search. Users who search for a product on Amazon are more likely to be close to buying, while searches on systems such as Google are more likely to be informative.

Understanding user intentions on Amazon is more accessible than understanding Google or Microsoft; people come here to buy products. Customers may contact Amazon directly for product inquiries, and you don't want to miss out on these potential conversions.

Although many advertisers rely on Amazon Advertising, finding resources to optimize can be difficult. So, we've put together a list of five optimizations that can enhance your Amazon ad campaigns.

Applying these tactics can also allow you to encourage more relevant customers to click on your ads and view your products – the higher your CTR, the more relevant your advertising is to customers.

What is Amazon Click-through Rate


Click-through rate is one of the deepest metrics that every Amazon reseller should know and track.

A seller's click-through rate (CTR) means a percentage of people who view the product on search results pages and clicked on an Amazon product information page.

You can effectively use the click-through rate (CTR) to evaluate PPC ads, keywords, and organic listing.

Resellers who actively implement Amazon click-through rate strategies can earn higher sales and profits, as high click-through rates can lead to higher conversion rates and lower advertising costs.

A high click-through rate directs more traffic to a seller's list and opens up more sales opportunities, showing how strong the supply of their products is (price, cost, reliability, etc.).

Amazon CTR vs. Amazon Conversion Rate


CTR and conversion rate (CVR) are required. Therefore, these metrics are both critical for sales.

A reasonable click-through rate on Amazon rates traffic to your business and increases the percentage of that traffic that turns into sales. CTR as optimization of attention is the point that stops the customers from scrolling and draws their attention to your product.

CVR is more about the rational and emotional. Buyers need to believe that they are getting the best product that best suits their needs and is the best value for money exchange on Amazon. People have many options, so professional photography of Amazon products, Amazon A + content, and lifestyle videos is key to a high CVR rating.


Key Factors of Amazon CTR Optimization


While there are many ways to optimize your click-through rate on Amazon's lists, only a few get over ≈ 80% of the results, so focus on them.

●     Basic image optimization (the only image buyers see before clicking)
●     Title (the only text visible in search results)
●     Description (detailed product explanation with keywords).

Feedback and price are also important factors, but we will not focus on them since we do not have such control. The main image and title are easy to optimize and quickly get significant results.

Amazon is interested in reseller sales, and it does so quite aggressively, to the point that it even tracks the fact that the buyer's mouse hangs on the screen. Setting several parameters, you can choose which ad to display. The bid cost (how high the advertiser is willing to approach) is one of them. In addition, it compares the ad's relevance and value and what customers do when they view the advertised product (do they make a purchase or return to the search results page?).



Amazon removes ads that don't work effectively, increasing revenue for each customer. However, the most common complaint among advertisers is that Amazon doesn’t display their ads often enough.

So if your click-through rate is low, your ads may not show because your product has a low conversion rate. Check if you optimized your product info.


Amazon Main Image Optimization

The most significant CTR factor on Amazon is the main image. And Amazon sellers know how to make it attractive. So, how can you distinguish your image from competitors?


●     Optimize the thumbnail ratio
Most categories on Amazon will have a 1: 1 square ratio for their images, but some will have a vertical ratio of 58:45.

Amazon rewards you by taking up more space on your screens when optimizing for the correct size. In the worst case, the images are horizontal and minimal size.


●     Improve the Amazon main image size
Your image should be at least 1000×1000 pixels to enable zoom. However, the best size for basic images with a 1: 1 to 2000 × 2000 pixel aspect ratio is large enough to avoid resolution issues but small enough for the zoom function to work correctly. According to Amazon, the best size for images with a vertical aspect ratio is 58:45 – 2552 × 1980 pixels.

●     Have a pure white background
Amazon has algorithms that check whether your main image has a pure white background or not. Thus, ask a graphic designer to remove the background and replace it with 100% pure white, even if it already has a white background.

●     Take up as much space as possible
There should be a minimum of space around your product to appear as much as possible on search results pages. For example, using a 15-degree angle shows three dimensions much better, while right angles provide only two dimensions.

●     Add a graphic effect to highlight the image
Thanks to professional lighting, even minor lighting improvements will make your product stand out from the competition. The image below shows how slight the difference in lighting is, but it stands out more and looks better on the right.

Amazon Title Optimization for High CTR

Because the headline is the only text buyers see before deciding what to click, structuring it to maximize click-through rates can be done or cracked.

Amazon title for high click-through rates. Start your title with the primary key phrase with the exact match. This phrase should have the highest volume of search, which describes your product in sufficient detail, so you will not need to add extra words and optimize for keyword rankings.

Descriptive information. Ask yourself, “What information do I need to see to know that this product is exactly what I'm looking for?”

To learn more about structuring Amazon headlines for maximum keyword rankings and click-through rates, check out triple optimized Amazon listings.

What exactly should be here?

It depends on the product, but in general, its unique characteristics, such as size, without BPA.

This is the essential piece of information you need to see for a scanning customer to know that your product is exactly what they are looking for. The second part of your site is the number one property, so it should be reserved only for essential information.



Amazon Text Optimization


When you create a sponsored advertising campaign, you need to choose your audience, the people who view your product. If you can pick the right audience, the buyers who are most likely to be interested in your product, you'll most likely get a sale.

Amazon doesn't allow you to target your customers based on demographics such as age, gender, education, etc. You can create ads based on the past interests of the buyer, but these campaigns are usually less effective than those based on picking the right keywords. Keywords determine which search queries trigger your ad. If you select the right ones, you will reach the right audience and sell.

A CTR can instantly determine if you target the right audience by showing which ads drive more clicks. A high click-through rate indicates that your ad is relevant to search queries and that you have selected the right keywords. Conversely, a low click-through rate means you'll have to review your keywords and try new ones. Generally, the higher your CTR, the more relevant your ad is to your chosen audience.



Keywords collection


According to a 2019 report, nearly 45% of shoppers scroll through only the first two pages of search results when searching for a product on Amazon. Getting visibility on the first few pages requires powerful, high-performing campaigns with the right keywords.

Having keywords closely related to search queries is more critical on Amazon than Google. This is because Google goes beyond keywords to intentions and topics and better combines them with relevant queries. Although Amazon still pays a lot of attention to keywords, they determine a product's rating on a platform. Thus, be more careful in choosing relevant keywords and adding negative keywords on Amazon.

Keyword collection involves moving ASIN search terms, keywords, or goals from one ad group or campaign. The ultimate goal of collecting keywords is to identify the search terms that lead to your conversion and increase your bids for those keywords that will increase your performance.

You can collect keywords manually by viewing the Search Terms report, which contains factual customer data. For example, it tells you exactly what customers have entered to find your products.

Defining profitable keywords manually can be difficult and time-consuming. With automated keyword collection tools, you no longer need to spend time searching for keywords by manually combining your search terms.

AdBricks helps you manage search terms and keywords on Amazon with three optimizations:

●     Work on negative keywords
●     Add new keywords
●     Pause non-convertible keywords


External Advertising Support




According to the Search Engine Journal, 35% of Amazon users click on the list with the highest ranking.

According to the latest study on Amazon's bestseller building blocks, the reality is that if customers don't see the product, there will be no quick sales or quick results.

Therefore, in addition to trying to work with Amazon's internal traffic, sellers should try to look the other way. This is where external traffic channels can be a factor that will change the game in the success of Amazon's business.

Why add traffic to Amazon's list of external channels?

It may seem more straightforward to focus on one platform, namely Amazon, and continue to work with its algorithms and available traffic. But this may not be a good idea for those starting or facing stiff competition in their niche products.

There are many arguments for increasing external traffic, but these three are pretty convincing:

●     Increase sales rankings

The first valuable point is quite clear: Amazon prefers established lists with a high sales rating. So, vendors need specific tactics to help get sales on Amazon faster.

●     Outstand among the competitors

While Amazon has enough people browsing the market for IT products, other platforms like Google or Facebook-Meta have more potential customers. So leave Amazon's competition behind, targeting potential buyers on various sites.

●     Get extra favor from Amazon

Not surprisingly, Amazon encourages resellers to attract people to their site from other locations. A few months ago, Amazon launched its referral bonus program for the brands, offering up to 10% cashback on sales due to non-Amazon marketing efforts.



Key Takeaways


So, as you can see, optimizing CTR for Amazon is working, and it's not that complicated or time-consuming, especially considering how much it will affect every aspect of your Amazon marketing strategy and reduce your advertising costs on Amazon.

●     Optimize the main image
●     Create split test options for your main image
●     Run split tests with pro software
●     Optimize your title to improve key information
●     Apply to marketing agencies that help brands grow steadily on Amazon


If you are looking for an agency that drives sales and profit to Amazon, contact us here at AdBricks. Our team can provide you high percentage growth in ad sales during the first month. Let’s talk!
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