Saturday, September 21, 2019

How To Find And Use The Best Keywords For Amazon PPC

Amazon is the biggest online marketplace in the world with more than 5 million sellers globally. Therefore, in order to stand out from the competition and to make your Amazon PPC campaign profitable you need to use the right keywords. 

But, before you start looking for keywords, it is important to understand the industry and category you’re selling in. You also need to analyze the search terms your target audience uses, in order to get the most of your PPC campaign. 

Figuring out converting keywords and avoiding the bad ones will not only help you increase your conversion rate, but it will also help you lower your ACoS (advertising cost of sale). 

Before we get into the ways to find keywords, let’s have a look at what are the different types of keywords. 

Exact Match Keywords

The specific keywords you want yourself to be found for are referred to as exact match keywords. For example, if you bid on exact match “power bank”, you will only appear for “power bank” or “power banks”. 

Phrase Match Keywords

You will be found for search terms that have your keywords in them. For example, if you bid on phrase match “power bank”, you will also appear for “Xiaomi power bank” or “Syska power bank”. 

Broad Match Keywords

You will be found for all the synonyms of your search terms. For example, if you bid on broad match “earphones”, you will also be found for “headphones” or “headsets”. 

Long-tail Keywords

All the keyword phrases that have more than 3 words are referred to as long-tail keywords. Long-tail keywords are basically a combination of keywords. For example, there could be a lot of variations of the keyword “shoe” such as “casual shoes” or “formal shoes” or “court shoes”. 

Types Of Ads On Amazon

There are basically three types of ads on Amazon: headline, sponsored products, and product display ads. 

Headline: This is the first thing shoppers see whenever searching for products on Amazon. The products appearing on the top are often accompanied by an ad copy. 

Sponsored Product: These products appear above the organic search results. 

Product Display: These ads appear on relevant pages that are chosen by the seller. 

Automatic Versus Manual Campaigns

When running a PPC ad campaign, you have the option to choose between automatic and manual campaigns. 

When you choose automatic campaigns, you only need to select the ad budget and duration and Amazon automatically finds relevant keywords depending on your product’s category. However, it relies on your product’s description to discover keywords. 

In manual campaigns, you need to pick the keywords you want to bid on. You have the option to choose a broad, phrase, and exact match keywords. 

Use Automatic And Manual Campaigns Together To Find The Best Keywords

Follow the RPSB (Research-Peel-Stick-Block) method to get the most data for the least amount of money. 

  • Research - Create an auto campaign
  • Peel - Figure out the keywords that are performing well 
  • Stick - Use those well-performing keywords and place them in a manual campaign
  • Block - Add that search term to a negative exact match in the original research campaign

1 - Creating An Auto Campaign For Research

With the help of an auto campaign, you can easily find the search terms that convert. However, you must wait up to 48 hours to get accurate metrics such as cost-per-click, conversion rates, ACoS, clicks, and impressions. 

Remember, you are running the auto campaign just for research purpose, hence, it is advisable to set a lower daily budget and run the campaign at least for 5-7 days to get a detailed report. 

Use targeting type and product name when naming your campaign. This will help you find the information quickly. You can use the formula “Targeting Type - Product - Target ACoS” when naming a campaign. 

For example, if you want to find well-performing keywords for an MI power bank and if you want to lower your ACoS by 20%, you can name the auto campaign as AUTO - MI Powerbank - 20%. 

Also, it’s better to group product types together whenever creating an ad group. This way you can get the maximum information about the campaign’s performance without wasting any of your time. 

2 - Figuring Out Winning Search Terms

Once you have started the auto campaign, its time to analyze the report to find out the search terms that have converted. In order to find out the search terms that have converted, click on advertising under your seller central account and select the campaign manager. 

Select Advertising reports and then click on the Search Terms Report, specify the date range, and the data unit and then click on Create Report. You can access the data as soon as the report is available for download. 

Look for every search term that brings around 8-10% of conversions as the average conversion rate on Amazon is 9.47% and leave out the terms that don’t bring any conversions. 

This way, you’ll have an idea about which search terms to bid for and for how much. Bid a higher amount for your winning search terms while a lower amount for search terms that bring only a couple of conversions. 

3 - Integrate Winning Search Terms Into A Manual Campaign

Once you have got a list of keywords, its time to create a manual campaign. Stick with the match terms that brought conversions in the manual campaign and increase the daily budget. In fact, the best way to bid is by gradually increasing the bid by a few cents daily. 

Make sure that you change the match type to exact. Since low converting keywords will end up with lower bids it will lower your ACoS while high converting keywords will maximize your revenue. 

4 - Block These Winning Search Terms From Triggering Your Automatic Campaign

If your winning search terms appear in both the manual and automatic campaigns, it will defeat the purpose of the RPSB method. Therefore, it is important to block these winning search terms on your automatic search campaign. 

Open the research ad group (automatic campaign), go to negative keywords, enter the high-converting keywords and select the “Negative Exact” in the research ad group. 

Other Ways To Find Keywords For Amazon PPC

You can use Amazon keyword search tools such as Sellarapp or Sonar to increase your Amazon product visibility. These tools can help you optimize your product listing for Amazon’s search engine by helping you select the right keywords. 

Things To Remember While Using Keywords On Amazon

There are certain rules you need to follow while using keywords for your PPC campaigns such as:

You shouldn’t duplicate keywords/phrases that you have already used in other areas of the listing such as product descriptions or title
Never use different variations of the same keyword via spacing or capitalization such as Power Banks vs power banks or powerbanks. 

Also See:

101 Free Resources for Learning Adwords

Thursday, August 1, 2019

Why Video Content Marketing Is So Powerful?

You are busy selecting the next topic of your article but wait! Will it give you the desired results? 

Have you calculated the ROI of your content marketing efforts? Or rather, the ROI of your article marketing? 

If you are missing videos in your content strategy then your overall ROI from content marketing is certainly going to get affected. 

The use of videos in your content marketing plan has become absolutely necessary. 

People are busy watching videos on their favorite social channels like YouTube, Facebook, TikTok, Snapchat, Instagram, LinkedIn, and others. 

If you want to reach your target audience - START PRODUCING VIDEOS!

Why Videos Are Important For Content Marketing?

Videos are important for content marketing because people prefer to grab information with minimal effort. Reading an article is time-consuming but watching a video is both fun and easy. 

Here are some of the important reasons why videos are important for content marketing:

  • People watch more than 500 million hours of video every day on YouTube. 
  • Over 500 million people watch videos on Facebook each day.
  • Videos help to establish trust and persuade the customers to join the business. For example, 100 Commission Real Estate uses an excellent 3-minute video on its homepage that encourages the customer to try their services and also helps to establish trust. 
  • Videos have a direct impact on ROI.
  • Videos offer a high retention value and get more exposure from Google. Videos have the potential to get listed under ‘Featured Snippets’.

How To Make A Video For Content Marketing?

You need a video maker software like Animoto where you can create professional video slideshows. You simply need to register, add your pictures or videos, choose music from the music library and create a video within minutes.

Before you create a video, make sure to follow the tips below:

  • Leverage the power of storytelling in your videos by presenting a central character (the hero) and a villain. People tend to remember things that are portrayed in the form of a story.
  • Discuss the best elements at the starting because keeping it for the end will reduce the chances of getting more video views.
  • Use your main keywords in the title and the description of the video. This will help you to perfect your SEO and allow the video to rank better in the search results.
  • Add your main keywords in the video description as this will allow the video to rank for a number of keywords.
  • Create engaging, colorful and high-quality thumbnails.
  • Cross-promote your videos on every social channel in order to generate maximum exposure.
  • Keep your videos short and simple because shorter videos outperform longer videos.

  • Add some fun elements in your video so that it does not sound boring.
  • Do not deviate away from your brand mission while presenting the story.
  • Always add a video transcription because it helps the search engines to fully understand the contents of your video. 
  • Make use of effective CTAs to drive people into action.
  • Always submit a video sitemap because it helps in easier crawling.

Final Thoughts

Video marketing has become an essential part of every content marketing strategy. It is a powerful medium for storytelling and can have a direct impact on the ROI of your marketing campaigns. Videos are the best way to defeat your competitors because it is not easy to replicate videos. Stop thinking and start producing videos to power up your content marketing campaign.

Friday, May 17, 2019

Use These 4 Techniques To Build Links in 2019

Your website can’t rank without links! This is a truth that every SEO fully understands. Links continue to remain the number one ranking factor for Google. 

You can’t buy links because any link intended to manipulate search results is counted as spam by Google and can result in a Google manually penalizing your site in the search results. 

The only way to make people link back to your site is to earn them. Building links by earning them is a penalty-proof action plan for your SEO strategy. 

Here are 4 techniques that are extremely effective in building links in 2019 and ahead:

1- Participate in High-Quality Guest Posting

Guest posting still remains the number one link building strategy for most of the SEOs. 

Under guest posting, you find websites who are looking for authors to prepare content for them. You approach those webmasters and ask them to allow you to become a contributor on your website. If they accept you then you can start publishing content on their website with a link back to your website.

Please note that guest posting should be done to increase your reputation as an author and genuinely help the readers with the content you are producing. In the process, you earn links. Guest posting is not a way to build anchor text rich links back to your website.

You can find guest posts to publish your article by conducting a Google search. Here are some example search strings:

“Write for us” “your niche”
“Become a contributor” “your niche”
“Guest post for us” “your niche”
“This is a guest post by” “your niche”

A word of caution: Do not carry large scale guest posting campaigns with exact match keyword text because this is a violation of the Google link guidelines and might result in a manual penalty.

2- Spy On Your Competitor Backlinks

Another great way to build links to your website is by spying on your competitor backlinks. 

You can use a tool like the free backlink checker by Neil Patel to quickly identify the links your competition has. 

Simply enter your competitor’s domain in the search bar and this tool will return all the links your competitor has after sorting them as one link per domain. You will also be able to filter the links on the basis of dofollow and nofollow.

Carefully review all these backlinks and find out the best link opportunities for your website. 

3- Conduct Influencer Interviews Or Invite Influencers To Guest Post On Your Blog

You can even network with influencers in your niche via LinkedIn and invite them to guest post on your blog. When influencers will start publishing content on your website then the chances of linking back to your website from their website, social profiles, other websites will also increase. 

Identify the best influencers in your niche and approach them for an interview. You can conduct an interview via email. Most of the time, micro-influencers would be happy to give their interviews. Do not forget to send the published link of the interview to the influencers. There are chances that some of the influencers will link back to the interview from their own websites. 

4- Use The Skyscraper Method To Produce Quality Content

This is probably the most genuine method of build links and is popularized by Brian Dean of Backlinko

Under this method, you need to identify the content piece that is ranking on top of Google for keywords related to your business niche. The keyword should be informational in nature. 

After identification of content, you need to carefully evaluate those content pieces like their word count, style of writing, use of images and videos, use of linking, use of language, depth of content, etc. 

Thereafter, you need to produce content that is 10 times better than the content that is ranking on the first position in Google. 

As the last step, you need to email webmasters who are linking to the original content and inform them about this new resource that you have just created. A simple email template that you can use for this task is provided below (as suggested by Brian Dean of Backlinko):

You can take the help of the backlink checker tool in method 2 above to find sites that are linking to the content. Brian Dean was able to build 11 links out of 160 email requests with an 11% success rate. 

What’s Next?

Without wasting any more time, start creating backlinks for your website because your competitors are already busy doing this. Earning links is hard but it should be a continuous process. Use the above 4 strategies to earn links in a legit manner that Google approves. Happy link earning! 

Also SEE:

Low Quality Vs High Quality Link Profile
Natural Links is What Google is Looking For
Seo Secrets
Checking Whether Your Site is Manually Penalized by Google
How to Write a Reconsideration Request?
Why Paid Links Are a Violation of Webmaster Guidelines
Google Disavow Links Tool
Link Farms
Link Churning
Penguin 2.0 Recovery Guide
What Exactly is a High Quality Backlink?

Link Baiting
Google Search Quality Updates

Tuesday, March 12, 2019

How to Make Website Trustworthy?

Trust is an important Google ranking factor. Knowledge based Trust Score is a metric that is computed by Google internally in order to judge the importance of a website. KBT scores rely on factual correctness of information while judging the trustworthiness of any website. 

Trust is one of the 3 factors associated with EAT that can climb up your rankings. Here are 11 ways that will help you to make your website trustworthy. 

1- Prepare Content With Lots of Supporting Data

A study by SurveyMonkey revealed that people trust content that contains supporting data. 

Image result for trustworthy content

This means you need to back up your saying with links to research that proves the truth of your sayings. This becomes more important when you are publishing content related to medicines because advice without proper links to medical research can put the lives of the people in the danger. Hence, Google trusts websites that regularly link to research and provide ample proof that the content that is being written on the site is backed up by several known agencies and reports. 

2- Do Not Use Free Stock Images 

People are really smart and they can easily find out that the images you have used on your website are free to use. I have seen many websites using free to use stock photos to decorate their website but they instead make the website less trustworthy. Using images on your site for which you have not received explicit permission is an unethical practice which you must avoid. 

Sites that use their own images like pics of their own office building, their own employees, recipe images that are original etc. are more trustworthy as compared to the ones that use free to use images. 

It is okay if you use proper attribution or link to the source of the image but do not use images illegally. The best is, use photos that are your own.

3- Make It Easy For The People To Contact You

A website without proper contact information can never be trusted because people never know whom to contact. Often spammy sites that are created for wrongdoings never display their contact information on their site. I am not saying to display your mobile number or personal email id on your website. But, if your running a business then you must display your business address, official phone number and official email id to make it easier for the people to get in touch with you. 

You must have heard about Moz Spam scores, right? Moz can raise your spam score if you do not display proper contact information on your website. Google also does the same, it loses trust on websites that have no contact pages. 

4- Show Your USP and Keep Your "Promise"

USP stands for Unique Selling Proposition. You need to tell the people why they must trust you? What are they going to get in return? If you directly start selling your products without listing the advantages and why it's beneficial for the customers, people won't buy it. 

Have a look at how Mercato, the online grocery store mentions their USP in the form of "Promise" and lists out the advantages that the customers will get once they join the website. When people read words like "Promise" in the home page of the website, their subconscious mind immediately starts to trust the website because somewhere in our minds, we associate the word "Promise" with "Trust".

Please keep in mind to keep your promises when you make them. Do not make fake promises because doing so might result in a huge loss of trust. Follow the Deloitte Trustworthiness Model which says "Trustworthiness is equal to the want to keep the promise + being able to keep the promise + working to achieve the same goals as your customers".

Image result for deloitte trustworthiness model

5- Improve Your Customer Reviews

People trust people. There is no better way to make your website trustworthy than to earn the trust of people by displaying user reviews on your website. 

Besides, displaying customer reviews on your website can increase conversions by up to 270%

You can embed reviews from Yelp, Facebook, GoogleMyBusiness or any other review sites directly on your website. Adding customer reviews will persuade the user to stay on the site and complete the purchase because reviews improve the trust of the people. 

image alt text

6- Add Trust Seals/Badges On Your Site And Offer Something Exclusive

Adding trust seals and badges is another great way to make your site trustworthy. Some of the best seals to add on your site are:

There are several other security trust badges that can drastically raise customer trust in your business. The more you add on your site, the better it is for your business.

Besides, offer something exclusive to your customers. Exclusivity is a psychological marketing tactic that helps to lure customers and raise the trust. There is no wonder, why Amazon offers the Prime membership to offer exclusive movie screenings. Besides, prime members are eligible for free delivery. When customers get so much, they feel special and ultimately, they start to trust the business.

7- Highlight Press Coverage of Authoritative Sites

Similar to displaying security seals, highlighting logos of authoritative sites where your business might have received a coverage can boost the trust score. 

It is always a great practice to display the logos of reputed press channels similar to the one displayed below:

Image result for as seen on

The more your press coverage, the more logos you can display and the higher the trust you can receive from your customers. 

8- Check Your Spellings and Grammar

Content that is not of a high quality receives flak from people. Your content should not be boring. You can prepare content even on a smaller budget. The only thing you need to do is to make the content non-boring and error free. Spammy sites often have a lot of grammar and spelling mistakes. Besides, they use dummy text that serves no purpose. Signs like these are enough to grade a website as non-trustworthy. 

Image result for poor design and grammar errors

Text like the one displayed above can literally break your audiences. Hence, it is important to double check the grammar and correct any spelling mistakes before you upload the content on your site.

Also See: