My Role: Senior PPC Manager/Organic Ranking Specialist

Challenges: The client was facing low organic ranking despite high PPC spending/having a high-quality Product in the niche and seeking help from a PPC manager with proven expertise in the A9 algorithm to improve organic ranking.

Solutions:

I took the project as a challenge and led the project by taking the following steps:

Step-01: In-depth Niche/Competitor Analysis

 I did an In-depth niche and competitor analysis to understand the niche and figure out the actual reason behind clients’ low ranking and decreased sales.

• Found out that the listing was poorly optimized in terms of SEO/keyword placement as they were targeting keywords with broad matches in the title and bullets and also missing key terms from the backend.

• Discovered PDP visuals content also lacking some important attributions and Unique selling propositions.

• Also noticed listing has only basic A+ content without having a brand story compared to niche top brands which were using premium A+ content and also brand lacking virtual bundles.

Step-02: Keyword Research and Listing Optimization

• Based on niche/competitor analysis, I did detailed keyword research using H10/Data dive, and first-party tools (like PPC report, SQP data, and Top search terms data) and got keywords with high intent and high demand.

• Using my keyword research data, Optimized the listing for SEO and gave priority to high-intent/demand keywords in the title with exact match.

• Also revamped the images by adding USP/buyer pain points centered images and also added premium A+, brand story, and virtual bundles.

Step-03: PPC Analysis and Restructuring

First did an In-depth analysis of existing PPC data and found the following

• Existing PPC was not well enough to boost organic ranking as they were lacking proper ranking strategy campaigns.

• Most of the spending was going to discovery campaigns like auto, category, and broad match types.

• Some high-intent keywords were not yet being targeted in PPC campaigns.

• Noticed a lack of focus on high-visibility placements most of the time they were getting impressions from PDP and ROS placements resulting in low CTR and conversion rates.

• No Brand defensive and offensive campaigns were noted.

Here are the steps which I took to overhaul their PPC and improve organic ranking

• I completely restructured the PPC using best practices and industry trends.

• Created Organic rank-focus PPC campaigns on all highly relevant keywords (especially KWs with high CTR and conversion) using exact match type and high placement on TOS placement.

• For keywords with high SV created single keyword campaigns and for all other keywords created campaigns by grouping max 5 keywords in one campaign based on root keywords

• Alsfensive and offensive campaigns using ASIN and category targeting to protect our PDP and steal competitors’ sales.

• Also, run Sponsored brand campaigns especially SB video campaigns using all highly relevant and best-converting keywords from SP campaigns.

Step-04: PPC Optimization and Ongoing Support

• Optimized PPC campaigns on a regular basis using PPC reports to make informed decisions.

• Identified broad-match keywords that are converting well and created exact-match keywords with a higher bid.

• Figured out campaigns with lower ROAS and re-allocate their budget to higher performing.

• Optimized targets using bid modifiers for high-performing placements.

• Closely monitored organic ranking of keywords using H10 and Data Dive keyword trackers to see PPC impact on it.

• Also frequently check competitors’ activities to create a counter strategy against their pricing and PPC strategy.

• On a weekly, monthly, and quarterly basis, Analyzed SQP and Top search terms data to check whether our product’s click share % and conversion share % are growing or not.

Finally,

As a result of the strategies listed above: I was able to achieve the following:

• Listing Optimization resulted in improving the CTR by 4% and conversion by 15%.

• A robust and continuous PPC optimization strategy helped reduce PPC ACOS to less than 20%.

• Improved CTR/Conversion rate, better SEO, and organic rank-focus PPC strategy helped us to get the #01 organic position for over 90% of main keywords and ultimately become the best seller in the niche.o, use phrase/broad modifier match types strategically with low bidding focusing on generating a few extra sales with low CPC.

• Created brand de

Want to see the visuals from the keyword tracker tool and Seller Central (look below)

Intentionally made the keyword names blank to preserve the client’s listing privacy

Keyword Tracker from Data Dive