Amazon sellers always struggle with CTR or the Click-Through Rate for their listings. High CTR is great for sales. Along with Amazon listing optimization for the Title and the Main image, we know something very special that can help you increase the CTR for your listing. Yes, that is the Top Of Search (TOS) Bid Placements on the PPC advertising part. In this post, we will walk you through the process of how you can increase the Click-Through Rate of your Amazon listing with both Listing Optimization and PPC advertising with Amazon Top of Search Bid Placements.
In this blog post, we will explain the different metrics that you can get from the Amazon Advertising Console and how you can use them to improve your campaigns. We will also cover some of the most common questions that sellers have about Amazon Advertising metrics.
What Is CTR and TOS
So first thing first, let’s see a quick view of what is CTR and TOS for Amazon listing. Amazon CTR, or Click-Through Rate, is a crucial metric for sellers on the platform. It reflects the percentage of people who see your product listing or ad and click on it. In simpler terms, it measures how effective your product listing or ad is at grabbing attention and enticing shoppers to learn more.
Let’s look at the formula to calculate the Amazon CTR
CTR = (Number of clicks on your listing) / (Number of Impressions) * 1000
Now, let’s see what is Amazon’s Top of Search Bid Placements – TOS
On Amazon, “Top of Search” (TOS) refers to the premium ad placements on the first page of search results. These placements are highly coveted because they offer maximum visibility and potential clicks compared to other placements like “rest of search” or product detail pages.
Sellers can “bid” for these prominent positions using Sponsored Products or Sponsored brand campaigns. Essentially, you set the maximum amount you’re willing to pay per click (CPC) to appear in a top spot for relevant keywords. The highest bidder typically wins the placement. Now, let’s see how we can get a higher CTR for the Amazon listings.
1. Utilize the Main Image For Higher CTR
With our years of experience and expertise, we have seen that Amazon Listings get higher CTR when you update the main image with a good quality product image and show the real deal on the image. Amazon shoppers judge a book by its cover (photo). Grab attention with a clear, high-quality main image showing your product’s best angles and features. Think clean, professional, and engaging. Use relevant keywords in the image name and description. Test different options to see what clicks best. Remember, a great image is just the start – optimize your whole listing for success!
Here, you can see the 2 versions of main images with and without improving the image quality. The second image named as the AFTER has a higher CTR.
2. Get More Impressions and CTR with TOS Placement
On Amazon, the Top Of Search or the TOS also helps the sellers to increase the number of impressions on the listings with the Amazon PPC. Here in the below image, you can see that we have got a huge number of impressions while we increased the Top of Search Bid Placements.
3. Obtain Higher CTR For Specific Keywords
In Amazon PPC, we always try to place the higher bids where we have good sales and the ACOS the lower. Along with these things, we also check the CTR of the keywords. In the below image, you can see that the CTR for the keywords are 3.42% or even more to 7.29%.
This was possible because we checked the CTR and the keyword and we always adjusted the high performing keywords and we used the Top of Search Bid Placements for these good performing keywords.
4. Use Amazon Search Query Performance (SQP) For Higher CTR
Under the brand analytics dashboard, if you see the Amazon search query performance report, you can see for the most relevant keywords we have got most of the Click share and the conversion rates are higher.
With the Amazon Search Query Performance (SQP), we can target high-performing keywords across listing and PPC ads. We can also use the long-tail keywords with strong conversions inside the PPC campaigns to get more CTR and ultimately to get higher sales. From the SQP, sellers can always analyze which keywords convert best, then use those insights to refine your PPC campaigns for targeted clicks and ultimately, more sales. SQP becomes your key to understanding customer behavior and optimizing your presence for success.
5. Try To Rank For Keywords On Search Page
After doing all the main image optimization, PPC keyword optimization and the Top of Search Bid Placements, its time for you need to check the performance of the keywords. In the below image, you can see for the specific keyword search our listing appeared under the sponsored ads. And, its now got the Best Seller batch on Amazon.
Amazon PPC To Get Higher CTR With Top of Search Bid Placements
Now, let’s see, what the tips and tricks that you as a seller must follow to get higher CTR with Top of Search Bid Placements. On Amazon PPC Ads, the top of Search placements show your ad at the very top of the Amazon search results page, which can help you get immediate attention from shoppers. Here are the tips that can help you to the Top of Search results.
i. Higher Click-Through Rates (CTR)
Studies show that over 67% of clicks on Amazon go to products on the first row of the Amazon Search Engine Results Page (SERP). By appearing in top positions, your ad is more likely to be clicked, boosting your CTR. So to get higher CTR, you as a seller must need to optimize your PPC ads based on the data you got on the targeting. After you get some data from the PPC data, you can choose which keyword to push more to get more clicks or sales.
ii) Understand Top of Search (TOS)
Top of Search placement means your ad will appear at the top of the search results page when a user searches for relevant keywords. This position is valuable as it gets more visibility and tends to have higher conversion rates. With the keywords that have higher sales, lower ACOS, and higher ROAS, and the impressions are also higher, you can choose to put the TOS (Top of Search Bid Placements) a bit more higher.
iii) Set a Competitive Bid
Bid competitively to secure a Top of Search placement. However, avoid overbidding and monitor your campaign’s performance regularly to adjust bids as needed.
Utilize Bid Adjustments:
Amazon allows bid adjustments for different placements, devices, and audience segments. Consider adjusting your bids specifically for Top of Search placement to maximize visibility. Here, you can see on the below image, we put 50% bid placements on the Top of Search placement where we had good results.
iv) Monitor and Optimize
Regularly monitor your campaign performance using Amazon’s reporting tools. Identify high-performing keywords and ads, and allocate more budget towards them. Along with this, we also need to pause or optimize low-performing keywords or ads to improve overall campaign efficiency.
v) Use Negative Keywords
Include negative keywords to filter out irrelevant traffic and ensure that your ads are shown to a more targeted audience. Using negative keywords on the PPC Ad campaign can be a real hero when it comes to cutting costs and making the waste of money lower. We recommend you check the search term data each week and use negative keywords as much as necessary.
vi) Test Different Ad Types
Last but not least, you can always create a different type of PPC Ad campaign to check which type of Ads are giving you the best result. You can put different types of bidding rules at the top of Search placement for each keyword and also set different types of budget and DayParting rules just to check what is actually giving you the best results. Experiment with different ad types, such as Sponsored Products, Sponsored Brands, and Sponsored Displays, to see which ones perform best for your products.
Insights!
Improving your Click-Through Rate (CTR) and Conversion Rate (CVR) on Amazon requires a two-pronged approach. First, optimize your product listings with high-quality images, clear descriptions, relevant keywords, and A+ content. Second, leverage PPC campaigns to gain visibility in the “Top of Search” placement, driving more clicks and increasing organic sales. While this strategy might be slightly expensive, the potential for higher CTR and CVR outweighs the cost.
If you need any help with the brand, you can contact us via email at info@ecomclips.com with this blog reference. You can also check out Our Website, www.ecomclips.com to get useful blogs that may help out your business a lot. Our team can provide you with the best solution of all time.
