This is a super important topic for us as we debate this in our office between account managers.
For a large percentage of Amazon Brands, the ultimate goal of Amazon PPC is to achieve organic ranking.
How do you deal with Brand Names that have become synonymous with a product category, in other words brand-names-turned-keywords. Here are a few examples.
- Scotch Tape
- Ziploc Bags
The problem is that Amazon usually favors the brand name products in the SERP, even low-selling products, vs. a best seller from a different brand.
Look at the picture attached. Red is products from the actual brand Scotch, and Green is other brands. Even Amazon Basics hardly ranks for the keyword “Scotch Tape.”
Now to the million-dollar question: Why advertise at all if you can’t achieve organic ranking?
Now I believe that when you convert for Scotch Tape, you also get some ranking juice for “Tape,” Clear Tape,” Etc. But the impact is not as great.
One of our clients is selling building blocks. They came to us with decent Acos, but they had a high Tacos and couldn’t figure out why most of their sales come from PPC.
During the audit, we realized that 80% of their PPC has the word “Lego”. They converted well but weren’t ranking organically!
We deal with this on a case-by-case basis. Every scenario is different, but one thing is for sure you need to separate those “Unrankable keywords” into separate campaigns so you can have full control over them.
Brand managers and PPC managers, I would love to hear your opinion on this.