The relationship between Amazon advertising traffic and organic traffic

Is Amazon advertising traffic more important than organic traffic? Is it more meaningful to try organic ranking or spend on paid advertising? I believe this is a question that many Amazon sellers are struggling with, so today let’s take a look at the relationship between Amazon advertising traffic and organic traffic.

The relationship between Amazon advertising traffic and organic traffic:

In fact, whether it is natural traffic or advertising traffic, its main purpose is to improve the ranking of search results to increase product traffic and sales; and the two promote and enhance each other, and the CVR of the two generally changes in the same trend.

The main differences between natural traffic and advertising traffic are:

1. Display method and location: the word "sponsored" is on the advertising traffic, but not on the natural traffic; the advertising traffic is located on the keyword search results page, the "sponsored" section of the ASIN page, under the shopping cart, under the five-point description, and occasionally in the comments section, while the natural traffic is generally on the search results page and the "looked again, bought again" column on the ASIN page;

2. The factors affecting the organic traffic position and the advertising traffic position are different. Organic traffic is mainly affected by the relevance of the listing description, inventory status, sales velocity and relative sales velocity (which means how many products you sell compared to your competitors) and similar factors; while advertising traffic is mainly affected by the product's conversion rate, bidding, and the product's first picture.

3. The optimization directions of natural traffic positions and advertising traffic positions are also different; the natural traffic position is mainly determined by the product's order volume (ranking) for keywords; while the advertising traffic position can be improved through bidding and optimizing product conversion rates.

Since the two promote each other, how can we use the relationship between them to drive the growth of total product sales? Our ultimate goal is to push up the organic ranking, but in this process, when to focus on advertising traffic position and when to focus on organic ranking improvement is a matter of great learning; let's take a look;

In fact, in the process of promoting new products, advertisements have different promotion methods at different promotion stages. As far as advertising is concerned, the help of advertising cannot be underestimated in the early stage of promotion and the period of ranking increase.

In the early stages of promotion, advertising is mainly used to provide feedback on issues with product listings to help optimize the listings; as well as to understand the product’s market situation, such as the product’s CVR, market acceptance and other data.

During the ranking rising period, since it is difficult to push the natural traffic position to the front row during the new product period, advertising is particularly important at this time. In theory, as long as the price can be afforded, advertising can be "pointed wherever it is pointed"; during this period, the main role of advertising is to seize the position, increase the display volume, promote orders, and drive the growth of the total number of product orders to make up for the defects of insufficient exposure due to the low natural position; the main advertising strategy during this period is "full firepower"; of course, in this process, we must also find ways to optimize the natural ranking, push up the natural ranking through advertising, and stabilize the natural ranking of the product; otherwise, the advertising cost is too high, and it cannot be recovered in the later period, and even if the product is promoted, it will be a bit of a loss;

However, when the product ranking has stabilized, you can try to start shrinking advertising as paid traffic.

In addition, when we first start to reduce advertising, we need to pay close attention to whether the small reduction has a big impact on the total number of product orders and whether it is within our acceptable range. After confirming that it is feasible, we will continue to reduce and observe, and repeat this cycle until the proportion of advertising expenses is within our profit range.

Well, that’s all for today’s sharing of the relationship between Amazon advertising traffic and organic traffic.

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The relationship between Amazon advertising traffic and organic traffic