How to Drive Organic and Paid Traffic to Your Amazon Product

There are two main drivers to your Amazon traffic to your product listing: Organic and Paid. A couple of weeks ago, I churned out a brilliant post explaining the difference between both paid and organic traffic on Amazon.

This post is more about the relationship of the two and what kind of benchmarks you should be looking for when prioritizing organic and paid for your product listings. 

Our fearless leader, Michael Erickson Facchin sat down with Daniel Tejada, Digital Brand Manager at Quiverr to discuss organic and paid traffic. 

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What is the relationship between paid and organic sales on Amazon?

Michael: So, one of the things I think about a lot is the relationship between paid sales and organic sales, paid optimization and organic optimization. Because I think it’s really helpful to give people these sort of benchmarks. In general, what have you found the relationship and revenue, the amount of revenue that comes from organic versus the amount of revenue that comes in from paid, for a single store, what do you generally find is the relationship, the size of paid sales and the size of organic sales?

Daniel: So I think, because of the way ads drive organic sales, so basically the two biggest drivers on any search query for your organic rank are going to be detailed page views and sales. So essentially how many clicks you have in a search query, and how many sales you have for that search query.

Michael: Mm-hmm (affirmative).

Daniel: So ads are nice, because they enable you to get those top of the fold impressions to start. And since Amazon is treating them organically, you’re giving yourself an opportunity to increase your clicks on to those detailed page for that search query, and increase your sales, right? Having those about fold impressions. So that’s one major factor that you really have to factor in when you are doing your ads, especially for net new products. So typically, in that new product you’re going to have 90% of your sales are ads driven, and 10% are probably going to be organic. Over time, once you actually hit that mature time, and everything is ranking, your ads are profitable, and you’re actually making money. Typically, the goal is to have that ads driven number be 10%, and you basically your organic should be 90%.

Michael: Mm-hmm (affirmative).

Daniel: So you really want that inverse. And so it’s all about just being comfortable with the fact that yes, you are going to put 90% of your sales that are going to be ads driven, but it’s within 10, right? So you’re going to be focusing on these unbranded ads search terms, which overall is going to help lead to an increase in sales once you rank organically.

Michael: Yeah, it’s almost like two engines, because every once in a while I’ll meet an Amazon store owner that will say, hey, I want you to manage PPC ads, and then there’s no organic optimization.

Daniel: Yeah.

Michael: So it sounds like what you’re saying is, people better have the foot on the gas for a paid, and the foot on the gas for organic at all times.

Daniel: 100%. And you have to understand that there’s a direct relationship between the two of them. And so, that’s really where the value comes in, right? You can’t have one without the other.

Michael: Mm-hmm (affirmative).

Daniel: And so it’s important to be focused on both.

A couple of weeks ago, I published a blog post discussing the difference between organic and paid traffic. I compared them to two star-crossed lovers, whom belong together.

Optimizing your organic traffic on Amazon

Michael: What do you think are those activities that people should be doing on a regular basis for organic optimization?

Daniel: Yeah. So, one is obviously gonna be your ads. As well, you want to make sure your list adds traffic to a listing, and it’s not optimized or in a way kind of hurting yourself. You’re wasting money essentially, right? So you want to make sure you have as many product photos as you can.

Michael: Mm-hmm (affirmative).

Daniel: You want to make sure they’re relevant, and look at what your competitors are doing, right? So if you sell a water bottle, search water bottle and see what the top listings have, right? They probably have a bunch of photos. They might have some lifestyle images. They might have some sizing images. So, a water bottle in a hand, so you can kinda see that comparison. That way you can negate the potential for negative reviews, if they think they’re going to get this huge water bottle. But it turns out it’s small, water bottle, right? So all those things are working in conjunction. And you also have your title and your bullet points. Let’s say I have a gluten free protein bar, that should be in the title, because if I’m running ads to the search query, gluten free protein bar, and that’s in the title, which is going to show up in your Sponsored Products Ad campaign, you’re going to have a better chance for converting on that search query, than if it was not listed anywhere. Your customer’s going to buy your product based on your reviews, your title, your product photos.

Michael: Mm-hmm (affirmative).

Daniel: And then it’s going down to bullet points, then it’s gonna go down to those key phrases in there that customers are looking for, and the same ones that you’re putting in your ad campaigns.

Michael: Mm-hmm (affirmative). So many great tips right there. And the first one segues into the last thing that I wanted to ask you about, which is paid traffic as a driver of organic sales.

Don’t Aim for low Amazon ACoS

Michael: Now I’m going to ask, I think, a heated question among a lot of people that do and live on Amazon, which is, the statement or the sentiment of amateurs chase low ACoS. If you want to scale, you need to go break even or just under that. A few points under that. So this is a sentiment that some people follow very strict, very strongly. What are your thoughts on that?

Daniel: Yeah, so I am definitely on the focus of ads are used as a tool to drive organic rank, because at the end of the day your organic sales aren’t going to far surpass your ads driven sales. So, focusing on a tight ROI, or the highest ROI possible, sometimes you can have a race to the bottom situation. Where you’re not getting the ad impressions that you want, because it’s too expensive on your margin, but now you’re not getting any top of the fold impressions. And overall, yes, you may be profitable, but you’re not reaching that next level at that point.

Michael: Mm-hmm (affirmative).

Daniel: I know I work with some brands, I’ve got one of the better seller protein bars, and he’s kind of selling on Amazon right now, and we spend a ridiculous amount of money on ads, and my ACoS is very high, especially on the search term. I want to rank high. And the reason for that is, I know that these ads driven sales make up a small percentage of their overall revenue, but I know that keeping a higher ACoS, and making sure that I’m first, or second, or third organic for a term like protein bars, where there’s a million searches per month, that’s more value to me than getting a 10% ACoS, and all of a sudden my ad spend is cut by more than half. Does that makes sense?

Michael: Perfect sense. Awesome, Daniel. I think we got a good little video on organic and paid linking up together.

Daniel: Awesome.

Michael: For sure. I love that.

Check out our article about how to tell the difference between a good and bad ACoS to see why going for a low ACoS isn’t always the best thing for scaling your Amazon PPC account.