Optimizing Your Retail Readiness for an Effective Amazon PPC Management

August 24, 2021
Written by Nicasio Co III
amazon ppc management

What makes a customer click on an ad? Brand popularity, reasonable pricing, nice visuals, and human-to-human marketing—those are factors you'd often see and hear. Indeed, they're things proven important to consider in creating an ad campaign. 

However, it takes more than just that. In Amazon PPC management, you must work on nitty-gritty details to build a campaign successfully. They include determining the objective, selecting the pay-per-click (PPC) type, setting a budget and duration, researching keywords, and sorting out the Amazon Standard Identification Number (ASIN). 

You might overlook or poorly implement the small details, sending your efforts to waste. One of these is the retail readiness of your ASINs. 

You must carefully choose from your product listings and sort out the best- to worst-selling products. Then, focus on the items with higher sales and click-through rates. By doing this, your PPC campaigns in the making will be more effective and worth the investment.

This article discusses retail readiness and how to get retail-ready for your Amazon PPC campaign.

What Is a “Retail-Ready” Product on Amazon?

Amazon considers a product retail-ready when it incorporates all the necessary information a customer needs for purchase. It's a determining factor of successful marketing on the platform. As a result, it gives the seller an opportunity to promote via Amazon Advertising or getting a Buy Box spot. 

So if you're ready to spend hard-earned dollars for your Amazon campaign, make the most of advertising with retail-ready products.  

Why Is Retail Readiness Important?

Retail readiness is significant for an Amazon seller for various reasons. 

  1. It's a requirement for a PPC campaign
  2. It's a key to successful marketing on Amazon. 
  3. It improves your brand image and reputation.

Additionally, the elements of a retail-ready product are the same essentials in improving your Amazon and Google search ranking. You have no reason to overlook this aspect because it's a foundation of successful branding.

Get Retail-Ready ASINs to Manage a PPC Campaign

ASIN is the primary element of retail readiness. It is an official code that acknowledges your product as a part of the marketplace. In general e-commerce, it's like SKU but with a different name. Amazon uses this 10-digit alphanumeric code to track inventory properly and help customers find a specific product easily. 

So how do you get your ASINs retail-ready for your PPC campaign? Here's how.

Product Content (Title and Description)

A retail-ready ASIN should have an optimized product title and description. Generally, a product title must be between 50 and 100 characters, while product descriptions should be 500 characters or below. 

Both should precisely describe the product and include relevant keywords. Additionally, think about the readability factor. The description should incorporate bullet points so that it doesn't look like a heavy read.

What necessary information should you include? Think about what customers want to see when viewing the product. Aside from the key specifications (material, quantity, size, or color), they would look for unique features, customer benefits, and product reviews. 

Avoid using promotional titles and descriptions. Instead, focus on providing necessary data for the customer. 

amazon ppc management ecommerce tablet image

Product Images

Product images are highly significant. Distance eliminates in-store shopping opportunities, so images are especially important for e-commerce. Your product photos should be high-quality and authentic, containing detailed views of the item. 

Ensure that your images showcase different sides, angles, and features of the item. Some specifications are better seen with a picture than just words, so incorporate that in your listings. Additionally, you may add short, clear demonstration videos of the product. 

Product Reviews

A buyer's rating is essential for customer-centric platforms like Amazon. Having more authentic and positive reviews makes a brand credible and trustworthy. As a result, it passes the retail readiness test. The standard is to have at least 15 product reviews. When it comes to the star rating, products should have at least 3.5. 

At first, it might be difficult to earn many reviews; however, there are effective ways to start. Encourage customers to drop a review for every purchase or seek the help of the Amazon Early Reviewer Program and Amazon Vine to assist you in getting more reviews. 

Inventory Management

Your inventory status matters not only in retail readiness but also in maintaining brand–customer relationships. Customers must see an updated availability status of your products; otherwise, they won't be interested in buying. Additionally, you should always have enough stock to serve a large customer base (you never know when you'll experience an influx of shoppers).

Fortunately, Amazon applies stock requirements to ensure you won't lose your growing customer base. For example, launching a campaign on Amazon Marketing Services requires you to have enough stock in the inventory for the past 30 days. 

Final Thoughts

Consider retail readiness as one of the core points when promoting your brand using Amazon Advertising. Every effort takes every dollar you earn, so make the most out of it and avoid putting your ad spend to waste. Remember to consistently check your products monthly to ensure they're retail-ready and work on those that fail the criteria. 

If you find this task overwhelming, you can work with an Amazon PPC management agency to plan your brand's best Amazon PPC management strategy. Seller Interactive's Amazon PPC management services ensure your products are always retail-ready to help increase brand awareness and scalability. 

Are you ready to create the best PPC campaigns? Email us at [email protected] or dial 1-800-820-3746 for more information. 

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