Amazon is a vast platform hosting countless products and services, where sellers of all sizes grapple with the challenge of Organic Ranking. Amazon is a big platform with millions of products and services, and every small and big seller feels the competition to give exposure to their products. In the race of competition and service Amazon PPC was created to give a foundation to new business services.
There are both benefits and drawbacks to the service and the same is true for Amazon PPC. Pay-per-click gives quick exposure to the product and brands but many sellers can not maintain this exposure. Because of this limitation, some businesses believe in organic growth with time.
Organic growth is a time-consuming process and needs continuous effort, also trends changing. The level of patience is unable to hold its same position, and people get confused between these two. What to do, and what is better? Both are quick questions but they take time to understand the needs and reliability of the product.
To get up from these questions and the competition in the market, every business needs to plan a middle path. This middle path depends on the services of any company and competition in the market.
What is the Amazon PPC Program?
Its full form is Pay-per-click and it allows sellers to display their products and services by bidding on specific keywords by giving money. These are advertising services and have a significant impact on the ranking of the products. When customers click on these advertisements, it charges a fee to the seller or brand that is promoting their product.
PPC service helps to give quick responses to the sellers but they need to make their product description perfect. The landing page of the sponsored ad should look perfect and optimize the product details. There are also keyword filter techniques that will help you grow vitally.
Benefits of Amazon PPC Advertising
There are many benefits of the Amazon PPC and these benefits are counted after a long and detailed analysis of the Amazon trends. Organic lead can also be possible to get by improving the description of the product and using keyword-rich content.
A seamless user experience helps to improve that helps in lowering the bounce rate of advertising services and all this can be achieved by ad formats at Amazon. There are many optimizing procedures like ACoS and they measure the rate of sales in comparison to the investment in advertising. Besides these efforts, we need to know the benefits of Amazon PPC.
- Measurable ROI
It is one of the most prominent benefits that is used by Amazon PPC to show its performance in giving a base to your product. There are two main performance metrics mainly and these are ROSS and ACoS.
They measure the conversion rate of the sales and invest in analytics. These metrics tell about the overall performance and fire to improve our products or services.
- Immediate exposure to the products
Organic exposure to the products is rare and a time-consuming procedure for both Amazon and sellers. Another main problem is the evolving trends of Amazon advertising and its sales. PPC campaigns help in the immediate visibility of the products.
It can suddenly boost sales by showing these sponsored ads to interested customers. The conversion rate suddenly became high and the seller got sales, and ACoS became low.
- Competitive Advantage
When a brand is already exposed to the potential customer then chances of sales are high and another reason is the exclusion of less established sellers. This is not a competitive exclusion, it is because of the sudden exposure of the products in online marketing.
More established Brands have organic rankings but new sellers need to improve their ranking through keyword rich content and Amazon advertising. You can also see your performance on Amazon advertising with the help of metrics from Amazon PPC.
- Precise Targeting
It is something that we can not earn even after investments in other platforms. The precise audience can be targeted only through granular control over keywords and their analysis.
Amazon ads depend on audience targeting and getting sales. PPC is a potential method for getting sales because it is pay-per-click by the customers and this is also a reason for increasing sales.
- Promotions and Seasonality
There are many festive occasions and yearly promotional events during which brands get sales. Some companies prefer to use advertising services for this time and they also get a good response. Not only is Amazon a busy platform during this time, but other social media and e-commerce are also busy with promotions of the products.
Amazon PPC is a powerful tool for this time and also gives guaranteed response if analysis during the whole process. A brand needs to prepare itself for this special time by making bundles or packs of combined product sales.
Drawbacks of Amazon PPC
There are numerous benefits of Amazon PPC advertising but there are only a few drawbacks that can’t be ignored. These are efforts and time-consuming procedures that are counted as disadvantages.
- The cost per click is variable for Amazon PPC services and these costs are high for effective sponsorship. Because of this term, these all look like a business strategy of Amazon.
- When we depend on Amazon advertising we can not have an organic lead. Relying completely on such tools is not good for investments.
- Sometimes customers see advertisements as trustworthy and they click them but don’t purchase from them.
- When an average seller is new to the vast online platform like Amazon then all the terms will be new for him/her. They will get confused by the keywords and it will not be a good option for them to invest in PPC.
- Sometimes customers do not see Amazon advertising as beneficial as it is
All the above-mentioned are one view approaches, but new users can’t understand the learning curve of the sales. Complex mechanisms and non-guaranteed investment are not trustworthy for new users.
What is Organic Ranking?
It is the position of the product based on Amazon’s algorithm checking for reviews and questions from the customers. Product listing is done based on the usability and reliability of the product. User’s query with the relevance of the product description is the method of getting organic ranking for products.
Mostly it takes time to get an organic ranking because sales history is also a term for Amazon’s algorithm. There are also undisclosed factors that are used by Amazon to evaluate the e-store. Most of the factors are not under the control of sellers and sellers use testing and reviewing industry for this purpose.
Benefits of Organic Ranking
These are permanent benefits and if sellers fall in the category of organic ranking nothing can be more better than that. So counting upon these factors is necessary
- Long-term Sustainability
Organic ranking takes time to achieve its full potential but it is long-term sustainable use to get this service. A steady state of traffic can be achieved at the restore when organic ranking is achieved.
Its target is mostly sellers, but difficult to achieve as some factors are a kit of range like reviews on products. The new seller can not be one with such an algorithm.
2.Reduced Dependency on Advertising
Although Amazon is offering several advertisement services, the organic ranking algorithm does not support the use of advertising for getting sales. Organic ranking gives a sense of financial security and works on honest factors.
PPC and other Amazon advertising options are sometimes seen as equal in both investment and earning. It is a waste of time when both are equal and the efforts of sellers get wasted. Organic Ranking comes on products with keyword descriptions, good reviews on profiles, and product complete queries of consumers.
3.Lower Acquisition Costs
Amazon PPC takes effort and cost sometimes it is out of range, and the most effective PPC is out of range. Organic ranking is permanent and far less than visiting the PPC, a seller can activate it with slow efforts and time.
Another drawback is expectation vs. Reality, it comes at a point when Amazon PPC is unable to complete our demand. In turn of cost, we need sales and if we do not get that, inventory will be at a loss.
It is possible only after getting organic reach whether at a product or on a full e-store. A seller can activate it by increasing engagement at its product profile. Selling products in demand and description with a better explanation of usability are required factors for building brand authority.
- Trustworthy Product Services
Organic ranking increases the trust of the consumers which can not be achieved by Amazon PPC. Higher click rates, more trust-building, and more views are also achieved because of consumer trust in the products. Because of reviews on the product profile customer purchase is all increased. In this case Amazon’s PPC conversion rate of sales is low and sellers pay for clicks on the sponsored ads. This shows a direct loss to the seller in the Amazon PPC
Drawbacks of Organic Ranking
- The first and dominant drawback of the organic ranking is the time-consuming procedure, it may take years to achieve an organic ranking on the products.
- Changing trends is a barrier to getting organic ranking, on one side product organic ranking takes time, and on another hand, trends change. So it is nearly impossible to make butter with a straight finger.
- There is a vast competition for organic ranking and sellers get stuck in the whole scenario
- There is no guaranteed success in organic ranking procedure, which means you may not achieve it after years.
Making Balance Between Organic Tanking and PPC
Both have their benefits and disadvantages. Most sellers will ask for a middle path between these two. Also, successful Amazon sellers use both and get ranked in the least time. Try to understand it with the approach of new products and services and other methods.
New product launching
When you add new products to your seller profile you need to give it a kick-start. You can do it with the help of Amazon PPC and can know about the acceptance of the product in the marketplace. Accept both positive and negative outcomes and improve your product if needed.
You need to use Amazon PPC in case of festive sales and occasional consumer interest. At this time every kind of customer is active at Amazon and you will get sales easily. Boosting sales for a short time can sometimes have long-term effects.
Organic positions are maintained by big brands and new companies have to invest in starting. Amazon PPC can give a space to place your feet and you can get quick visibility of the products. Better organic rankings can be maintained by PPC with continuous visibility to customers.
Reduce Dependency on PPC
You can use it occasionally but do not depend on the Amazon PPC. Make your landing page special and fill your description with keywords and detailed explanations of products.
Testing and Reviewing
It is an advantageous part and a new brand can not miss it. You can take the help of a testing agency, they will reduce your dependence on Amazon PPC. You will get sales on the organic reviews of the products which are added by the real-time customers to your profile. They also give potential customers to the sellers.
Both Amazon PPC and organic ranking have their importance and we have to take the help of both but choose wisely. You can use Amazon PPC to boost your sales in the beginning and on festive occasions. Other than that, reduce your dependence on the Amazon PPC.