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How Can You Boost Your Organic SERP Ranking Using Amazon Advertising?

Getting their goods to the top of Amazon's search results page naturally is the ultimate goal for any seller on the platform.   Un...

Amazon Advertising?

Getting their goods to the top of Amazon's search results page naturally is the ultimate goal for any seller on the platform.


Unfortunately, not everyone can realize their ideal.


Rather than using other methods, Amazon sellers must rely on Sponsored Ads to get users to their listings.


Does this imply, however, that your listings won't ever naturally appear at the top of the search results?


Is it worthwhile to spend money on advertising campaigns in the hopes of seeing an increase in organic ranking as a result of the advertising flywheel?


This blog will teach you how to take advantage of the way that Amazon ad expenditure impacts organic ranking on the platform.


Now let's get started!

Table of Content

Recognize the Distinction Between Organic and Ad Sales

Which is a better option for you, paid or organic?

How Can Sponsored Ads Enhance Organic Search Engine Ranking?

Ways to Use Sponsored Advertising to Promote Organic Growth

Final Thoughts

Recognize the Distinction Between Organic and Ad Sales

Amazon provides a variety of advertising options, including Sponsored Brands, Sponsored Products, Sponsored Displays, and more, to help you market your goods to prospective buyers.


Each time a user clicks on your advertisement, you have to pay Amazon a fee.


Conversely, your organic rating on Amazon's search results pages is typically what leads to organic sales.


Your product will be ranked on the organic search results page by Amazon's A9 algorithm, which takes into account a number of parameters such as sales velocity, keyword optimization, BSR rank, reviews, ratings, and more.


For organic sales, you do not have to pay Amazon any advertising expenses in this case, but in order to rank well in the search results, your product listings must be optimized.


You can use a variety of tactics to raise your organic ranking, including keyword research, optimizing product titles and descriptions, creating A+ content, obtaining more reviews and ratings, using Amazon FBA, and more.


Ad sales on Amazon are more rapid and controllable than organic sales, which are more long-term and sustainable. This is the main distinction between the two types of sales.


Ad sales can instantly enhance your visibility, traffic, and revenue, but they also come with a cost: ongoing investment and monitoring.


Long-term, organic sales can lower expenses, foster consumer loyalty, grow your brand's reputation, and boost your share of voice—but they also take a lot of work and perseverance.


Which is a better option for you, paid or organic?

Asking this question in the first place is incorrect.


Instead of viewing organic and paid sales as competitors, realize that they are two different but complementary marketing strategies.


Brands get the biggest increases in traffic and conversions when they mix organic ranking with paid advertising.


Consider sponsored and organic search as a dynamic pair that can improve each other's outcomes. Like Batman and Robin, really. Despite their disparate personalities and skill sets, they function better together than apart.


How Can Sponsored Ads Enhance Organic Search Engine Ranking?

To raise a product's organic ranking, the Amazon A9 Algorithm considers a variety of signals, including the quantity of clicks, CVR, sales velocity through targeted adverts, verified reviews, and other factors.


Nevertheless, it can be challenging to increase click-through rates and sales naturally, particularly when introducing a new product or brand to the market.


Of course, you may wait for your products to gradually get better search rankings based on sales and user ratings. However, it can take years if it occurs at all.


First of all, if your website is on the twentieth page of search results, it is difficult to acquire organic sales.


70% of consumers never look past the first page of an Amazon search results page, and 64% of clicks are typically directed toward the first three products!


Hence, your best option is to launch advertising campaigns to promote your goods and increase sales by placing them at the top of Amazon SERPs.


Ways to Use Sponsored Advertising to Promote Organic Growth

Now that you know the significance of using Sponsored Ads to promote organic growth, let's look at some tactics to use them to do so:


Determine High Growth Keyword Prospects

Investigate competitors' products and high-volume category keywords that your product isn't already ranking for.


To increase conversion, place aggressive bids on the high-volume keywords as soon as you've identified them.


As sales start rolling in, your product's search ranking will rise, informing Amazon's A9 algorithm of the product's relevancy.


Decide Which Organic Growth Success Measures to Use

Concurrently identify indicators that will provide you with a comprehensive view of the influence of your advertising on your overall revenue and organic growth, while maintaining a high bid on the high-volume term.


Here are some metrics that you can monitor:


Organic Rank:

Indicates how highly your product appears for a specific keyword in the Amazon SERP. With sponsored promotion, you should monitor whether your product's organic rank rises with time.


Rank Sponsored:

In the search result, it displays the position of your Sponsored Product Ads. In order to get it to the top of the search placement, raise bids if the ranking falls to the rest of the search.


Organic Sales:

This displays the amount of money you get from sales of your goods that come from organic sources. As your organic rank rises, you should observe an increase in your organic sales.


Top of Search Share of Voice:

This is the percentage of total impressions that your product receives at the top of the search results page for a particular keyword. You want to see an increase in the share of voice at the top of the search placement on Amazon, as the first result receives 80% of clicks.


Total ACOS (PPC + Organic sales):

This represents the percentage of your overall revenue (PPC + Organic sales) that you spend on advertising. As you maximize the effectiveness of your advertising and boost organic sales, you should see a decrease in your overall ACOS.



It displays how your product performs in relation to other products in the same category on Amazon. Increases in sales velocity have a major impact on the BSR rate and, consequently, the organic ranking.


Brand Keyword Search Volume:

This indicates the number of consumers that are using Amazon to look up your brand. To get this data, navigate to Brand Analytics on your Seller Central dashboard. It shows how well-known and devoted your brand is to consumers.


External Traffic:

The amount of customers visiting your product page from outside sources, such blogs, social media, or non-Amazon advertising initiatives, is indicated by the term "external traffic."


Thank goodness, Amazon offers Amazon Attribution, a free advertising tool that lets you assess the success of your outside marketing initiatives and make data-driven decisions.


Run Time-specific Advertising Experiments

Experimentation is key to identifying new growth opportunities for your business – especially when it comes to organic ranking.


Since Amazon advertising has multiple variables, with controlled time-specific advertising experiences, you can isolate these variables and understand the impact of different tactics on your sales performance and organic ranking.


Let’s discuss a few experiments you can do with your advertising campaigns.


Increase Daily Budget

Set an experiment period, and increase your daily budget for high-performing keywords for that period.


It puts you at the top of search engine results for all these high-value keywords, improving visibility and sales.


An abrupt increase in sales velocity has a favorable impact on organic ranking as well.


We conducted a comparable trial with one of our customers.


Sponsored Brand advertisements have been the main method used to increase brand recognition. Additionally, the brand term accounted for 80% of their revenues.


But in order to increase organic sales and raise their overall ACoS, they had to raise their organic ranking for high-performing keywords.


For their product listing, we identified three top-performing PPC keywords, built a new campaign using them, and raised the daily budget from $30 to $100.


The product's BSR in the "Sports and Outdoors" category dropped from 11,332 to 4,229 in just two months, and its organic ranking increased by 34%.


Put Bid Multiplier Into Practice for Top-of-Search Positioning

Increase your bids for top-of-search placement and increase traffic to your product detail page by using Bid Multiplier.


It can have a self-reinforcing effect because products near the top of search results receive more clicks and possible purchases. Higher sales from increased visibility further enhance organic ranking, which in turn leads to more visibility and sales. We refer to this phenomena as the "Advertising Flywheel."


Raise the ACoS You Aim For

Raising your goal ACoS is another method for raising your organic ranking.


For a limited time, you can bid aggressively on relevant keywords for your products by being willing to tolerate a higher ACoS. Increased clicks, conversions, and purchases can result from it, which helps boost organic search ranking.


Organic sales have increased by 87% in just three months, and the Share of Voice has increased from 0% to 22%.


Additionally, by placing product-targeting advertisements on the goods and categories in which you outperform your rivals—for example, by charging less, having better ratings, or receiving better reviews—you can boost sales.


By doing this, you can direct their traffic to your own listing and increase purchases. Additionally, it raises your organic position and sales velocity.


Boost Recognition of Your Brand via Advertising

You can receive more direct traffic on Amazon with a more well-known brand.


In order for customers to locate your products naturally when they search on Amazon using your brand name, concentrate on raising brand awareness.


Additionally, you can make more money per customer and enhance customer lifetime value with brand loyalty.


Targeting relevant keywords and increasing brand awareness are two great uses of sponsored brand advertisements. You can even run advertising on your own brand keywords if your product is in a competitive niche to stop rivals from stealing ad space on them.


Increase Traffic Without Using Amazon

You can market your product on other platforms besides Emails, social media, Google Search, and other external channels are some of the ways that people find your Amazon listing.


Even though Amazon doesn't state it clearly, it makes sense to boost organic ranking by directing external visitors to your listing.


Increasing conversion and sales velocity through external traffic to an Amazon listing helps to increase organic ranking.


Listed below are some strategies to increase outside visitors to your listing:


Social Media Advertising:

Use Pinterest and Instagram to target consumers with ads that lead them to your Amazon product listings. It increases conversions and introduces new brand customers to your product.


Influencer marketing:

Work together to market your goods on the social media accounts of micro and nano influencers. Small influencers are the ones who drive the most traffic to your brand store and product listings because they have the highest interaction rate.


Finally, but just as importantly, use social media or blogs to educate your target audience. This is known as organic content marketing. Although it takes time, organic content marketing eventually yields the highest return on investment for your company.


Enroll in Current Programs Offered by Amazon

In order to assist you in bringing targeted traffic to your product listings, Amazon also manages its own growth programs. Among these development initiatives are


With Amazon Posts, you can make shoppable photo and video posts that appear at the bottom of relevant product listing pages.


If your business is registered, you may use these Amazon Posts to boost your organic traffic and attract more potential new consumers for free.


Amazon Live:

This is yet another fantastic choice. It lets you engage with customers in real time and showcase your product.


To broadcast your livestreams on Amazon's homepage, brand shops, and other prominent locations, use the Amazon Live Creator app.


Note: You must have an Amazon brand registration.


Amazon Influencer Program:

Last but not least, make use of the Amazon Influencer Program. Influencers can set up their own Amazon stores and get paid for recommending products through this expansion of the Amazon Associates program.


Make contact with these influencers and request product reviews. It might increase organic sales and expand your audience.


Assess Organic Success and Make Iterations Based on the Findings

What you are unable to measure, you cannot improve.


Monitoring your organic growth success measures is so crucial.


The main indicator used to assess how Amazon advertising affects organic ranking is typically the Total Advertising Cost of Sales (TACoS).


Your organic sales are increasing if the TACoS gradually declines over time.


But occasionally, when your product is in the launch or growth stage, for instance, your ACoS can rise because you don't have any organic footprint on Amazon, which can cause both our TACoS and ACoS to climb.


However, TACoS ought to decrease as the product develops.

Keep an eye on your product ranking for all of your high-performing keywords, not just TACoS.


If you see your goods moving up the organic ranking ladder, your advertising tactics are unquestionably successful.


Final Thoughts

Increasing organic product sales is every seller's primary goal.


You must thus be aware of how Amazon advertising influences your organic rating.

Businesses and products will differ in what they require, therefore you must carefully consider what should come first.


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