Introduction:

Last year, Astra introduced the groundbreaking Top of Search Rankings Optimizer, a feature designed to revolutionize advanced Amazon PPC strategies. This innovative tool allows sellers to optimize bids based on a product's organic ranking. By identifying keywords where a product already ranks highly organically, the Optimizer reduces unnecessary ad spend on sponsored placements, preventing competition with your own organic listings.

Astra’s Top of Search Rankings Optimizer: A Powerful Solution

The Top of Search Rankings Optimizer leverages AI technology to analyze a product's organic position. For keywords where a product enjoys a strong organic ranking, the Optimizer automatically adjusts bids for sponsored placements. This strategic approach ensures that advertising budget is not wasted on keywords where organic visibility is already high.

Benefits of Utilizing the Top of Search Rankings Optimizer:

Eliminate Cannibalization: Prevents sponsored placements from competing with your own organic listings, maximizing the effectiveness of your advertising strategy.
Optimize Budget Allocation: Distributes advertising budget more efficiently, allowing you to invest in keywords that require a boost in visibility.
Enhance Profitability: Reduces unnecessary ad spend, leading to improved profit margins.

Ipone's Success Story: Leveraging the Optimizer for Improved Performance

Ipone, a leading French brand for motorbike and scooter care products, had been selling on Amazon for a year. Their Amazon agency, Retail4Brands, identified an opportunity to optimize Ipone's PPC strategy.

Strategy and Implementation:

Following a comprehensive audit of Ipone's Amazon account, Retail4Brands recommended utilizing the Top of Search Rankings Optimizer on the Astra platform. Focusing on the keyword "nettoyant chaîne moto" (motorbike chain cleaner) where Ipone already enjoyed a high organic ranking, the Optimizer was activated.

Results:

Within a two week timeframe, Ipone witnessed significant improvements:

The Optimizer effectively reduced bids for the targeted keyword, strategically positioning the sponsored ASIN lower in search results and minimizing competition with the organic listing.
Ipone's organic ranking for the keyword actually improved further.
Ipone achieved a notable 21% decrease in Cost-Per-Click (CPC).

Takeaway:

The Top of Search Rankings Optimizer proved to be a valuable tool for Ipone. By preventing cannibalization, the Optimizer facilitated a strategic shift in advertising spend, leading to improved organic ranking and reduced costs. This case study demonstrates the effectiveness of Astra's innovative technology in optimizing Amazon PPC strategies for maximized return on investment.