Using Keywords Effectively in Product Listings

One of the BIGGEST weaknesses I see while auditing PPC accounts "Toothpaste" VS "Toothpaste for Sensitive Teeth and Cavity Prevention" Which term should you bid on?  Which term should get the majority of your budget? Most brands take a top-down approach when targeting keywords. They invest the majority of their budget into the 5-10 keywords that are the most common sense. “Toothpaste”  “Mascara”  “Mouthwash”  “Deodorant” What’s the problem with this strategy? Well, you are not the only one with the common sense to bid on these terms. And when you are competing for real estate through an auction model, the more bidders you have, the higher the CPC’s will most likely be. In order to avoid having to constantly “Pay to play” for our top traffic, we invest in deep keyword research for every product we advertise. Instead of trying to compete directly on “Toothpaste” we are looking for all of the different ways a customer could be led to our listing. “Toothpaste for Sensitive Teeth and Cavity Prevention”  “Whitening toothpaste for sensitive teeth”  “Toothpaste with sensitivity protection and whitening” These long tail terms allow us to drive more incrementality for two reasons. 1. The more detailed the customer search is, the more likely they are to buy our product. (Higher CVR) Someone typing in ‘toothpaste” may want cheap toothpaste, whitening toothpaste, mint toothpaste, or charcoal toothpaste….we don't actually know, and yet we are having to compete against all of these products in search. Someone typing in “Toothpaste for sensitive teeth” knows exactly what they are looking for, and lucky enough, we have just the product for them! We have seen CVR being as much as 3x higher on our longtail terms due to this. 2. The more detailed the customer search is, the less likely it is that our competitors have thought to bid on this term. (Lower CPC) Everyone knows to bid on their top 3-5 terms. And everyone assumes that running their top terms in broad and phrase will also give them the coverage they want for all of their long tail searches. This is not the case. Most brands do not have the budget to afford their top terms AND their long tail terms in one campaign. We segment our campaigns for this reason. We want direct control over the budget going to our top terms, and our long-tail terms, so that we can adjust the budget based on performance. Higher CVR + Lower CPC = Much improved RoAS. This flexibility allows us to quickly react to the market and adjust profitability and scalability on an ongoing basis. ——— Why don't more brands do this? 🔶Top-down pressure from their leadership teams who only want to see their products showing up for their “top” keywords. 🔶 Lack of good keyword harvesting / bid management / budget distribution systems to make this scaleable. 🔶 Limited budgets and fear of NOT investing that whole budget into the top 4-5 keywords.

Rufus is an AI designed to revolutionize product discovery through natural language understanding, inference, and multimedia optimization. Here's how it works and how sellers can use it to boost their sales. Rufus changes the rules of product discovery by focusing on context, not just keywords. Instead of matching queries like "desk lamp" to products with the same exact words, Rufus identifies noun phrases and their relationships. For example: 1. A shopper asks: "What lamp is best for reading in bed?" 2. Rufus identifies key phrases like “reading lamp” and “bedside.” 3. It ranks products semantically, recommending items with phrases like “adjustable bedside reading lamp with eye-friendly light.” This ensures shoppers see relevant, high-quality products tailored to their needs. Key Features  1. Noun Phrase Optimization (NPO): Rufus focuses on detailed, descriptive phrases. Sellers should build product titles and descriptions differently: ▪️ Instead of: "Table Lamp" ▪️ Use: "Vintage Brass Table Lamp with Adjustable Arm for Home Office." 2. Visual Label Tagging (VLT): Rufus reads images as well as text. Adding overlays like “Energy Efficient | 6 Brightness Levels” directly on product images can increase discoverability. 3. Semantic Understanding: Rufus connects implied customer needs to product benefits. For example, it knows “easy-to-clean” is relevant for a query like “pet-friendly couch.” 4. Q&A Enhancement: Rufus thrives on clear answers to common customer questions. Example: Q: “Does it fit a queen-size mattress?” A: “Yes, our bed frame is designed for all queen-size mattresses up to 12 inches thick.” 5. Inference Optimization: Rufus maps product features to inferred benefits. A product labeled “durable non-stick pan” might also be shown for “easy-to-clean cookware.” Steps Sellers Need to Take 1. Optimize Product Titles with Rich Noun Phrases ▪️ Use descriptors like material, design, and purpose. Example: “Professional Chef Knife Set with German Steel Blades”. 2. Enhance Images with Text ▪️ Include labels like “Anti-Fog Coating | Shatterproof Design” directly on images. ▪️ Ensure images demonstrate key features clearly 3. Leverage FAQs ▪️ Anticipate shopper questions and weave them into your listings. Example: Q: “How do I clean this air fryer?” A: “Wipe with a damp cloth or place removable parts in the dishwasher.” 4. Use Semantic Context in Descriptions ▪️ Avoid keyword stuffing; write naturally. Example: “This ergonomic office chair supports your back during long hours at your desk, making it perfect for work-from-home setups.” 5. Update Content Regularly ▪️ Monitor trends in customer queries and adapt your listings accordingly. If shoppers search for “eco-friendly packaging,” ensure your products highlight those features. 6. Incorporate Click Training Data Insights ▪️ Analyze which features customers click on most and highlight them in your product content. Amazon’s Rufus thrives on detailed, customer-centric content.

Step-by-Step Beginner Guide to Create a Winning Amazon Listing Creating a successful Amazon listing isn’t just about uploading products, it's about PRECISION. Here’s how: ---> Research Your Keywords: Start with advanced tools (e.g., Helium 10, Jungle Scout) to find high-converting, low-competition keywords. Don’t just focus on volume; prioritize buyer intent. ---> Optimize the Title: Your title should include primary keywords early but still sound natural. Focus on key features your customers care about (size, color, benefits). ---> High-Quality Images: Your main image should have a white background and show the product clearly. Use additional images to show use cases, benefits, and details like size comparison or texture. ---> Compelling Bullet Points: Don’t just list features. Each bullet should speak to customer pain points, solving their problem with your product. Be concise but descriptive. ---> Craft Your Description: Use your description to expand on benefits and provide additional detail. Use A+ content if available to make the listing pop visually and answer questions. ---> Backend Keywords: Fill out every backend keyword field with synonyms, related terms, and common misspellings. Ensure no repeating, be thorough. ---> Pricing & Reviews: Set a competitive price point, but don’t undervalue your product. Social proof matters, aim for at least 10 reviews to build credibility early on. ---> Monitor & Optimize: Track performance metrics (CTR, conversion rates) and adjust your strategy regularly based on what’s working. A winning listing isn’t static. It evolves as you gather data and learn more about your audience. P.S: What’s the one element of your listing that you’ve found makes the biggest impact on conversions?

I've created 100s of product pages that (1) rank in Google and (2) convert traffic into customers. Here's the exact product page plan I follow: 1. URL - Include relevant keywords - Secure with an SSL Certificate 2. Structure - Clear, logical navigation - Use breadcrumbs for easy navigation 3. Product Name - Keyword-rich and concise (70 characters max) - Clear and specific 4. Product Summary - Bold main header conveying the main benefit - Snippet of customer reviews or ratings for social proof - Clear product availability information - Customer-centric copy highlighting how the product solves problems 5. Visuals - High-resolution images with multiple angles - Product demo videos showing real-life usage 6. Reassuring Elements - A satisfaction guarantee - Shipping and return information - Clear and transparent pricing 7. Call to Action (CTA) - Action-oriented: such as “Buy Now” or “Add to Cart” - Brightest colour on the page to draw the eye 8. Payment Options - Multiple payment options like buy-now-pay-later and payment plans - Multiple payment methods like PayPal, ApplePay, Amex, Visa 9. Featured In-Depth Reviews - Showcase in-depth reviews 10. Social Proof - Include logos of well-known customers, testimonials, or user-generated content to build trust and credibility 11. H2 Tags - Use H2 tags for subheadings to improve SEO and make the content easier to scan and read 12. Product Video - Create detailed product videos to highlight features, benefits, and use cases 13. Related Products - Cross-selling - Upselling 14. All Customer Reviews - Comprehensive review section with pros and cons to foster trust 15. Customer Q&As - Handle common objections 16. Product Specifications - Detailed specs 17. Footer - Social proof - Email sign-up form - Social media links - FAQ - Contact information - Privacy policy and terms and conditions Ready to transform your product pages? Get the full checklist for free: https://hubs.ly/Q02Jp0Mf0

Last week a client asked me why their Amazon listing wasn’t selling. They had traffic. But their conversion rate was stuck at 5%. We didn’t touch the price. We didn’t touch the ads. We focused on the listing itself. The first image was cluttered. The title was stuffed with keywords. And the bullets? They were just features. Here’s what we did. We swapped the first image for a clean product shot on a white background with one bold benefit overlay. We rewrote the title to highlight the outcome, not just the specs. We flipped the bullets from “what it is” to “what it does for you.” Example: Instead of “Stainless steel, 500ml capacity” → “Holds a full day’s hydration without leaving a metallic taste.” Small changes. Big impact. The result? Conversion rate lifted from 5% to 11% within two weeks. That’s more than double the sales with the same traffic. The lesson? Most ecomm businesses don’t need more clicks. They need product pages that tell a story and solve a problem. What’s the one thing you’d change first on your own listing?