What We All Know
Launching and selling a successful product on Amazon for the most parts requires two things.
- Aquiring decent amount of positive reviews compared to your competitors.
- Ranking highly for your product’s targeted keywords.
Sounds easy right? The steps are simple, but the effort to achieve them may not be. In this blog post, we’re going to focus on #2 and why tracking your Amazon product’s keyword rankings is an important part of having a successful product.
Launching A New Product
Launching a new product (or Private Label) on Amazon has its pros and cons. You’re able to have complete control over your product and you don’t have to compete for the buy box. However, being a new product, you start off with 0 organic sales, 0 social proof (reviews), and unknown rankings in your targeted keywords. Tracking your keyword rankings from the start gives you insight into the unknown. It allows you to see if your marketing strategy is working.
Let’s say you’ve just launched a new product and one of the keywords you’re targeting is “dog bath towels.” You find out your product is ranked in the 200s for that keyword before any marketing or optimization has taken place. As you start to execute your strategy, the ranking changes for your keyword will give you insight on how effective your strategy is.
- PPC (Sponsored Listings) – You start running a PPC campaign targeting “dog bath towels.” Experiment with your bid price and see how it affects your product’s ranking for that keyword. This will obviously be correlated with the amount of sales generated from the PPC campaign, but having hard data of product sales and keyword ranking gives you the advantage of know the most effective bid price.
- Product listing title and description – We all know that a successful product requires good copy. Copy that effectively targets your keywords. Changing around the keywords in your listing’s title and descriptions may seem like a good idea, but how effective those changes are is a mystery unless you are tracking those keywords’ rankings. When you make those copy optimizations in the product listing page as well as in the back end, tracking your keywords’ rankings will let you know if they’ve provided a positive or negative impact. Then you can react accordingly.
- Product pricing – The price of your product and how it compares to your competitors is one of the main factors in how well your sales will do. In the same concept of PPC campaigns, a competitive price will increase your sales and therefor your search rankings for your keywords. Keeping track of your price points and how they affect sales and keyword rankings will help your keep your product at the top of the search results.
Supporting an Established Product
You’ve done the hard part, your product is ranking on the first page for most of its targeted keywords! Keeping it there is now your foremost priority and keeping track of your keyword rankings is even more important. If you detect your rankings slip, you can react accordingly with initiatives similar to when you first launched your product.
- PPC – Your product may be being pushed out of your desired search position because of competitors or declining sales. Look at increasing the budget of your PPC campaign or starting a new one. See how that affects your keyword ranking.
- Copy optimization – It may have been awhile since you’ve changed any of your product’s copy. Try adding additional details to your description or updating your key features. Or maybe you’ve found new long tail keywords customers are searching to find your product. Incorporate them into your copy and see if it boosts that keyword’s ranking.
- Product pricing – Keep track of your competitor’s pricing and see if you can stay competitive with them. Increasing sales this way usually means ranking higher for your keywords.
- Set up alerts – With Rankchaser you can set up alerts for any of your keywords. The alert will send you an email whenever your ranking goes above or below a specified position. This is great when you want to be notified of any drastic changes for a keyword that otherwise keeps a stagnant ranking.
Spy on Competitors
Spying on your competitors and their target keywords gives you an advantage over them. If you see a sudden uplift in their main keyword rankings, check our their listing to see if they’ve made any improvements or use a tool like CamelCamelCamel to see if they’ve lowered their pricing or are running a promotion. Seeing a drop in their keyword rankings means you can start targeting them more aggressively, whether by increasing your PPC budget for that keyword or any other strategy.
How to Track Keywords
Now that we know what the benefits of tracking your keyword rankings are, what are the ways to actually do it?
- Manually with Excel
- Pros – Free, track as many keywords as you’d like, go as deep into the search results as you’d like.
- Cons – Time consuming, especially if you have many keywords.
- With Rankchaser
- Pros – Free to try or trial, automated, keyword alerts, set and leave, historical data, more affordable than other services.
- Cons – Not free if tracking more than 2 keywords, initial setup of products and keywords may take some time
So there you have it! If this article has convinced you that tracking your Amazon keyword rankings is a must for you, bust out your Excel spreadsheet or give Rankchaser’s free trial a go!