Launch Timeline Template

1. Identify Keywords

• Group keywords by root words. This helps in building tightly related clusters of keywords that are likely to share rank credit and improve relevancy.
• Use Amazon reports like SQP & POE to validate keywords. Amazon’s Search Query Performance reports provide insights into high-performing keywords, ensuring your campaigns target terms with proven demand.

2. Keyword Validation

• Compare ASIN Conversion Rate (CVR) to Market Conversion Rate (CVR):
  • ASIN CVR = ASIN Count (Purchases) / ASIN Count (Clicks).
  • Market CVR = Total Count (Purchases) / Total Count (Clicks). Comparing these metrics ensures your product aligns with market benchmarks for performance.
• Scenarios:
  • ASIN CVR > Market CVR: Likely to rank in the top 3 keywords. This indicates your product is outperforming competitors on key terms.
  • ASIN CVR < Market CVR: Improve your offer to stay competitive by addressing pricing, imagery, or listing quality.
• Use same process for ASIN CTR vs Market CTR

3. Apply Ranking Factors

• Relevancy: Keywords must match the product’s context and intent, ensuring they resonate with customer search behavior.
• Visibility: Achieved through strategic PPC campaigns that focus on dominating top-of-search placements for maximum exposure.
• Offer: Optimize product elements for higher conversion rates, as better offers improve both paid and organic performance.

4. Relevancy

• Amazon doesn’t know what you sell initially. Your SEO and PPC strategies communicate product context and intent to the algorithm.
• SEO and early PPC efforts define relevance. Align keywords in your content and campaigns to ensure Amazon recognizes your product’s positioning.
• Conversion history eventually takes precedence over SEO. Historical sales data becomes the key driver for long-term rankings. For eg. title change of a best selling product