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Identifying Opporitunities in the Catalog
Now that we've are familiar with the most important aspects of the portfolio, we have all the tools we need to start identifying opportunities in the portfolio.
Redzone Keywords
Your team goes for the long pass. 47 yard throw and we are down at the 15 yard line! In American Football, this is call the "Red Zone" which refers to the zone within 20 yards of the goal line. Once your team gets the ball so close to the end zone, you are within striking distance to score. Redzone keywords have the same opportunity. These are keywords that are ranking well (organic positions 10-30), but they have not yet reached the position to where they are receiving a large proportion of that keywords traffic (1-9 Organic Rank Positions)
After identifying keywords that fall into the "Redzone" we can take action to try and boost our position on these keywords through several methods:
Create an Exact Match 100%-200% TOS multiplier Sponsored Products campaign for the keyword
Prioritize the Keyword early on in the titles of the ranking product
Make sure your pricing is competitive with competitors on that keyword and lower price or create promotions on the ranking product.
Differentiate product compared from competitive products showing up on the keyword search results page.
Share of Voice Targeting
The more data collected in your share of voice, the more insights you can make on the direction of your portfolio and the opportunities you can exploit within it.
Opportunity Keywords - By identifying keywords that you brand already have a non-zero share of voice on, you can decide to double down on these keywords with the ranking product plus find other similar products to use in your content and PPC campaigns.
Keywords Losing SOV - Losing Share over voice month over month can be a wakeup call for an Amazon operator and you should take this seriously. By identifying the best products you have on these keywords and potential products that you can target these keywords with, you can help to reinforce these keywords and give Amazon a strong signal that you belong on these keywords. The usual tactics apply here which is a combination of price promotions, PPC campaigns targeting the keyword and placing the keyword into key parts of your product content
Keywords with high Sponsored SOV but Zero Organic SOV - These keywords indicate that lots of advertising spend is going on in these keywords but it is not generating any organic traction. This may be OK if the ad sales are profitable. But if these sales are no profitable and need to help organic traffic to make sense, then these can be good places to cut spend. Alternatively, placing these keywords into your titles and bullet points and re-writing content to tailor fit to users searching for this keyword while monitoring the efficiency of these campaigns can be and effective tactic.
Trading up Keywords
One of the most satisfying parts of getting ahold a good keyword level data is being able to visualize how your keyword strategies are performing and react to results in real time. For example, one of the best strategies for growing products on Amazon is to implement a "Long Tail Keyword Strategy." A long tail keyword is a keyword that is lower search volume, but also has lower competition because it is a smaller prize. For many products, especially new products that have not yet built up enough reviews and ratings to catch the user's eye, focusing on long tail keywords works well because these keywords serve as a way to get your initial organic traffic in the product's early days and then later, once the listing is strong, switch out to larger and larger keywords until the product is winning the top organic slot on the largest keywords in the niche.
The most difficult decision to make during the long tail keyword strategy is when to trade up to bigger keywords. The trading up event is a potentially risky event as your listing prepares to deprioritize smaller, high ranking keywords in favor of prioritizing some shiny and new larger volume keywords.
Thankfully, software like AutoMato help to make the content re-writes and continuous keyword research seamless and easy. For the first time, Amazon professionals are able to adjust content and keywords as easily as they would make an adjustment to a PPC campaign.