REVENUE OPTIMIZATION

The fourth and final step in optimization is boosting revenue or sales velocity. Before diving into revenue optimization, it’s essential to first maximize SEO (relevancy), Click-Through Rate (CTR), and Conversion Rate (CVR). Think of it like this: if you have a boat with a hole in it, adding a more powerful motor won't help much until you've fixed the leak. In the same way, revenue optimization will amplify your other metrics, but its impact will be limited if those areas aren’t optimized beforehand.

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TABLE OF CONTENTS

Step 1: Set up Rank Radar
Step 2: Add custom keywords
Step 3: Connect PPC account to Data Dive
Step 4: Understand PPC decision matrix
Step 5: Analyze Rank Radar + PPC overlay
Step 6: Run PPC audit
Step 7: Execute changes and make highlights
Step 8: Monitor and iterate on PPC strategy
Step 9: Alternate revenue optimization strategies

STEP 1: SET UP RANK RADAR

Rank Radar enables users to effortlessly monitor daily shifts in organic rank and view PPC metrics for each keyword in a single location. When optimizing revenue, it's crucial to take consistent, small actions over time, rather than attempting a few large adjustments.

STEP 2: ADD CUSTOM KEYWORDS

The ability to add custom search terms is currently in beta and will soon be accessible to all users. This feature lets you incorporate keywords that aren't included in the MKL, Outliers, or Residue keyword lists.

STEP 3: CONNECT PPC ACCOUNT TO DATA DIVE

Tracking daily changes in organic rank offers just a glimpse of your performance. Use this guide to connect your PPC account to Data Dive and gain a complete view with an overlay of your PPC metrics.

Or you can share your PPC data with a service provider

STEP 4: UNDERSTAND PPC DECISION MATRIX

PPC can be complex, but the decision matrix below offers a streamlined framework for your PPC strategy. Our main objective is to enhance organic rank. Utilize this matrix in conjunction with Rank Radar data to identify which campaigns to expand and which ones to scale back.

STEP 5: ANALYZE RANK RADAR + PPC OVERLAY

Once you've connected your PPC account to Data Dive, you'll be able to view data alongside organic rank for each keyword. Follow the guide below to start analyzing your current performance.

STEP 6: RUN PPC AUDIT

The PPC audit is currently a beta feature, but it will soon be available to all users. This automated tool operates using any active Rank Radar for products in your portfolio. The PPC audit provides valuable insights and recommendations on strategies that can enhance organic rank and increase campaign profitability.

STEP 7: EXECUTE CHANGES AND MAKE HIGHLIGHTS

Once you've analyzed the data from your current campaign performance, it's time to implement these strategies in the real world. Utilize the Rank Radar highlight feature to track the impact and refine your PPC approach.

STEP 8: MONITOR AND ITERATE ON PPC STRATEGY

In addition to utilizing the PPC Decision Matrix mentioned earlier (anchor to that section), apply this framework to prioritize adjustments to your strategy. Keep in mind that the main goal is to enhance organic rank. Adopt a long-term perspective and be prepared to invest, even if it means temporarily accepting a higher ACOS or TACOS, in order to boost organic sales.

STEP 9: ALTERNATE REVENUE OPTIMIZATION STRATEGIES

When optimizing for revenue, remember that Amazon PPC is just one way to boost sales velocity. Although this guide doesn’t specifically address the suggestions below, consider leveraging these strategies to enhance your listing’s performance.

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