With increased market saturation having a dynamic advertising strategy is more important than ever. In this session, we will cover how you can leverage product visibility and placement adjustments to help your product get discovered and increase sales velocity.

1. #addiego19
How To Improve Organic Rank
on Amazon Using Advanced
Advertising Strategies

2. #addiego192
Today’s Speaker
Amazon Marketplace
Senior Channel Analyst

3. #addiego193
1. What Impacts Organic Rank?
2. Retail Readiness
3. Successful Advertising Tactics
4. Unsuccessful Advertising Tactics
5. Adapting Advertising To Work With Organic Rank
Agenda
How To Improve Organic Rank Using Advertising Strategies

4. #addiego194
Organic Rank & Retail Readiness

5. #addiego19
A Saturated Marketplace
5
Ever-Evolving Results Page
● The SERP is ever-evolving
● Amazon is becoming more
competitive
● Organic rank is dependent upon
search term
● Increasing organic rank takes
patience
● A goal of increasing organic
rank may require settling for
lower profitability with your ads

6. #addiego19
Factors That Can
Influence Organic Rank

7. #addiego197
Increasing Visibility In A Profitable Way
Retail Readiness
Inventory & Fulfillment Buy Box
Price
Product Titles &
Descriptions
Images & Enhanced
Content
Star Rating & Reviews

8. #addiego19
Advertising
The necessary boost to increase traffic
Increases Traffic
Content Optimization converts traffic into sales
Higher Sales
leads to higher
organic rankings
Higher
Rankings
leads to more
traffic
8
The Discoverability
and Buyability Cycle
Search marketing is a means to drives sessions.
Compelling creative and copy is a means to convert
that traffic into sales. Sound operations are the table
stakes required to realize the existing demand for your
products and a means for smart point of sale
marketing to increase sales.
Organic Rank & Retail Readiness

9. #addiego199
Advertising Strategies To Increase Sales Velocity

10. #addiego19
Focus Keyword Campaigns
10
Strategies to Increase Sales Velocity
Identify Focus Keywords:
• Use the search term report to find your top converting
and high-volume keywords
• Choose 1—5 keywords for which you want to own the
top ad spot
Separate Focus Keywords:
• Place the focus keywords into their own campaign as
exact match keywords, separate from your general
keyword campaign

11. #addiego19
The Fixed Bid Approach
11
Strategies to Increase Sales Velocity
Fixed Bidding:
• Amazon will not dynamically change
your default bid. A second-price
auction is always used for SP ads,
which means you’ll pay one cent
above the next bidder below you
Placement Adjustment:
• Set a high top of search adjustment to
ensure your maintaining your top of
search placement

12. #addiego19
Limited Budget?
12
SINGLE ASIN
Focus
Keyword
Campaign
General
Keyword
Campaign
Manual TargetingAuto Targeting
Strategies to Increase Sales Velocity
Separate High-Priority Keywords:
• Put focus keywords in one campaign, and regular
keywords in another campaign
• Set a higher budget for the high priority campaign
that can last for the entirety of the day

13. #addiego1913
Advertising Strategies That Have Not Worked

14. #addiego19
What Hasn’t Worked?
14
Unsuccessful Strategies
Changing Bids Based on
Real Time Rank
Blanketed Bid Increases
A blanketed bid increase is not the most profitable approach to growing
visibility. Targeted bid adjustments for focus keywords or placement
adjustments are better strategies
Changes bids based on real-time results for organic rank or advertising rank
is not sustainable. We want to be proactive, not reactive

15. #addiego1915
Blanketed Bid Increases
Unsuccessful Strategies
What Is The Goal?
• Increase visibility for a certain ASIN by
increasing all keyword and target bids
by a certain percentage.
Why Doesn’t It Work?
• While a blanketed bid increase could increase
spend and ad sales, is not the most profitable
approach to growing visibility. You will likely see a
large increase in wasted spend.
To grow spend and sales profitably, we must be strategic about our bid increases.

16. #addiego1916
Changing Bids Based on Real Time Rank
Unsuccessful Strategies
What Is The Goal?
• This entails looking at organic rank
throughout the day and make
adjustments in real time based on
where you want to be ranking.
Why Doesn’t It Work?
• Organic rank is based off a multitude of factors. Your
organic rank could be lower on a certain day due to
actions completely outside of your control—such as
changes made by competitors to price.
Let the data speak: track sessions and sales by ASIN over time to ensure growth.

17. #addiego1917
Key Takeaways

18. #addiego19
Utilizing Advertising In Conjunction With Organic Rank
18
Key Takeaways
Ensure your
advertised products
are retail-ready
Use a granular campaign
structure to ensure high
visibility for focus keywords
Adapt to changes to the
SERP and organic rank
Increase sales velocity by
testing bidding strategies &
placement adjustments

19. #addiego1919
Q&A