Mastering the optimisation strategies can really sleek one’s game at advertising on amazon.

For years, Google has captured the attention of marketers as the prime avenue for generating search-driven online sales through advertising. That focus has shifted with Amazon skyrocketing to the top of the e-commerce world. Showing no signs of slowing down, Amazon is now an essential part of any retailer’s digital marketing strategy. This is especially true for all Indian retail brands because Amazon advertising launched in India as well this year. It really becomes essential to understand the ad optimisation strategies for better conversions.

Let’s look at the techniques that can help you boost conversion rates exponentially-

High quality images

Ad creatives and their presence on different devices demand to be exhibited elegantly. Images with white background are known to have performed surprisingly well. It’s also a best practice to send multiple photos for each product to showcase as many angles and details of the product as possible

4 Steps that can get you 5 stars

Buyers have all their eyes on the number of stars below the ads you display. You can earn amazing user reviews at the marketplace by just undisrupted implementation the following 4 steps:

A compelling product title

Headline creates an explicit value proposition for a product. TITLES should include a few keywords, the brand, the size, and a colour (if applicable). While titles play a key role in relevancy, and thus require solid keyword inclusion, avoid overstuffing titles with keywords that end up looking “spammy.” The title can only hold 200 characters, so utilise the Search Terms field in the Keywords section for relevant attributes that don’t fit in the title that customers might use in queries.

Bullet points

These are unique fields in Amazon that serve as a description on product pages. Bullet points can include information like shipping settings, contents, the product’s benefits, and its instructions. Any other keywords that customers may use to search for a product in bullet points should also be included. Because they serve above the fold, bullet points are more important to helping the customer convert than the product description field. Can you believe that 200% higher traffic is observed just by optimising bullet points and titles?

Use product descriptions that sell

Once a potential customer has landed on your site due to those great ads you have been running, it’s time to convince them to buy your products. Product descriptions are essential for e-commerce brands and can actually help you increase sales! If you sell any type of product you need to make sure your descriptions are enticing, informative and optimised.

Shipping speed

In our “gotta have it now” society, where Amazon is conditioning people to expect faster and faster delivery, false promises about quick delivery can cost you negative feedbacks on amazon.

FBA (Fulfilled by Amazon)

Amazon has created one of the most advanced fulfilment network in the world, your business can benefit from their huge platform. Best of all, FBA can help you scale your business and reach more customers using their established customer network!

Search Terms

Provide the types of verbiage shoppers might use when searching for a product. According to Amazon, “good search terms go a long way toward increased product visibility and sales.” Use search term reports from Amazon, Google, and on-site search to better understand how customers look for your products.


BONUS POINT: Link your sponsored brands ads to your store page. It is also important to consider how your store appears on various devices.

If your page is significant to your brand or business, consider modifying your page order to increase the visibility by rearranging the layout. By doing this, your most popular products appear first. You can also think about driving customers to a specific page in your advertising and marketing campaigns.

To uncover all the hacks of scaling your online business on Amazon, download the ‘Amazon Ads Playbook’ released by Merkle!

This booklet will give you an insight about:

  • How to optimise product page data to appear on relevant search queries and drive conversions
  • Proven methods for effectively managing ad campaigns as a vendor on Amazon Marketing Services or a third-party seller
  • Proven methods for effectively managing ad campaigns as a vendor on Amazon Marketing Services or a third-party seller
  • Running display programs through the Amazon Advertising Platform or Amazon Media Group
  • The nuances of advertising on Amazon, including benefits and limitations