Amazon’s ever-changing landscape is good at keeping sellers on their toes. According to cpcstrategy’s 2018 Amazon Shopper Behavior Report, voice shopping is, “expected to jump from $2 billion today to $40 billion by 2022.”
The growth of the number of voice shopping users means that sellers will have to begin optimizing product content to adjust to another smart device as a platform to make online purchases.
Optimizing your Amazon PPC strategy and product page content to increase ranking is the only way to help boost your exposure to the growing number of customers who utilize their Alexa devices to shop online.
Convenience Is King
Amazon’s data shows that 70% of customers don’t review products past the first page of search results. This may be why Alexa devices only present top results and Amazon Choice products unless you search specifically for a certain brand that you’ve purchased previously.
Voice shopping works with an Alexa device after the user inquires it purchase a specific item. Alexa will respond with the name of the product, as well as the price. However, Alexa doesn’t read product descriptions or bullets so users are making purchasing decisions based on recommendations. As a result, your account’s approach to Amazon PPC, conversion rate, and listing optimization is more important now than ever, as variables for discoverability increase.
Previously, best practices for titles included keyword stuffing to rank relevently. However, taking a direct approach, like it is with optimizing your visual assets, is not as effective. Unlike optimizing for mobile or desktop devices, the only way to compete is by climbing the search engine results page.
Developing an effective Amazon PPC strategy with targeted campaigns and creating keyword-rich copy will directly correlate with ranking. This allows your product to garner organic page views, all helping increase where your product is found.
No Room For Sponsored Products
Whereas on mobile visuals are the most important purchasing decision factor, voice shopping relies on products that are already top performing. If your Amazon PPC strategy isn’t converting results in general, likely, voice shoppers will likely never even know your products exist.
The non-existence of native ads in voice shopping eliminates the ability for lesser-known brands and products to appear before customers, thereby making it harder for sellers to compete with legacy brands.
This is an interesting spin on Amazon’s reputation for presenting customers with lesser-known brands, giving smaller businesses a chance to enter previously barrier-heavy industries among brand giants who aren’t using Amazon as a sales channel.
How To Optimize For Voice Shopping
If your campaigns aren’t already being optimized with high-converting keywords, it is affecting how many customers will be shopping in the future. The longer you wait to optimize campaigns, the more likely it’ll affect your product visibility and also your revenue.
What you’ll need to do to begin optimizing your products to appear during voice shopping searches has to do with how to rank your products. Likely, this will have to include increasing your conversion rate, optimizing your Amazon PPC strategy to correspond with high-performing keywords, including those keywords in your copy, and driving outside traffic to your listing.
Sellers will reap the benefits of voice shopping, but only if go in with a smart strategy. The emergence of an entirely new shopping channel means Amazon sellers will need to begin optimizing Amazon PPC strategies, and titles, and paying more attention to ranking right now. If you’re not sure where to begin, Lab 916 is prepared to help. Click here to schedule a free consultation with our optimization experts.
