Optimizing, SEO, Pay-Per-Click, Online Sales And Making Sense Of It All
In a world driven by e-commerce and online sales, the insignificance and lack of demand for brick-and-mortar businesses is inevitable. Understanding how to make the transition from selling products in stores to online sales can be overwhelming. The rules of advertising and marketing have completely changed, making it frustrating trying to thrive financially on an electronic platform that is driven by algorithms.
To be totally honest, nobody fully understands how things like SEO, Pay-Per-Click, optimizations, organic online sales, and conversion rates mean. That’s because search engines, online marketplaces, and social platforms like Facebook that utilize advertisements have different algorithms and rules when it comes to these things. Obviously, the more you are immersed in online sales, the better versed you are in the terminology. But nobody fully knows how keywords convert except for the people running the platforms themselves. This can make understanding the business and selling your product a headache, so we compiled a list of terminology often used in e-commerce to help your understanding.
Terms You Need To Know Right Now
Organic Online Sales: This term is what your sales are that occur naturally, without the help of keyword optimization or pay-per-click. Usually, it’s driven by reputation, a quality product, a quality website, and reviews.
Conversion Rates: This is the percentage of potential customers/clients that you want to carry out an action. For the sake of sales, it translates to the percentage of “foot traffic” that ends up buying your product.
Optimization: The discipline of maximizing a company or brand’s sales by deploying its full set of available resources.
Keywords: Words that are used when a person searches for something; how people choose to look up a product or service.
Pay-Per-Click: More commonly referred to as PPC, this is an advertising tool that you pay for that is directly dependent on how much traffic you get to your site. You may also hear it referred to as “Paid Search” or “Search Engine Marketing” (SEM).
PPC is the process of paying for advertising on sites and search engines. However, you are not charged for this form of advertising until someone actually clicks on your ad. Most often PPC is an auction where you compete for positioning against other advertisers. How much you pay for each click is contingent on how much you are willing to bid for a selected group of keywords.
PPC can allow for much quicker wins in traffic and conversions for advertising. Since Google Adwords relies on both PPC and your quality score, they are far more likely to move your business closer to the first page based on how much you paid per keyword.
Remember, Google is a business just like any other, and their business is being the #1 search engine online. Thus, it is in their best interest to move higher paying PPC and more quality businesses up the chain.
Search Engine Optimization(SEO): Can be just as valuable as PPC but can take a longer time to show results. That is because it is organically driven, meaning you can optimize your webpage for certain keywords you think people will search for, but it is not part of the bidding process like PPC or Google Adwords. SEO is about getting a website found and ranking high on search engine results pages. It is also often referred to as organic or natural search results. When a searcher decides to click on your site, there is no fee charged to that website.
The hurdle is optimizing a site so that the search engines recognize it as highly qualified and relevant to what people are searching for. This process can take time, and there’s no concrete answer for how to rank #1. These clicks are free, but it can be a long and grueling process which is why most businesses choose to invest in PPC.
For example, say you are SEO optimized and doing quite well based on how many people have clicked on your page. Due to the high traffic volume, you may have made it onto the first or second page of Google (which is huge.) The problem is, advertisers can use PPC ads to appear above your organic campaign, knocking your down the page. This can happen within days or even hours of opening an advertising account.
Bidding: Advertisers select keywords to bid on, which correspond with popular search inquiries or actual words people are looking for. SEO, the content of ads, and their relevance are all significant factors in getting ads to show in the top position. Search engines like Google or Bing give each ad a quality score (on a 1-10 basis) based on factors which they won’t divulge. The same is true with Amazon. That quality score is then multiplied by your bid to get an overall Ad Rank. When bidding, an advertiser only ends up paying a little more than the one below them, once the Ad Ranks are evaluated. So the amount an advertiser bids on is not necessarily what’s charged upon a click. Confused yet? Yeah, it’s not meant to be easily deciphered by the public.
On-Page Factors: These on-page qualities that help with the quality ranking include quality content that is in demand, content that is linkable, the title tag (which is seen on the search engine), a clear URL, and keyword optimization.
Off-Page factors: These attributes focus on getting other sites to include a link/reference back to your website, sort of like forming a good relationship with another company. Known as “Link Building” for SEO, this process is best managed by building relationships and generating quality links vs. spamming links across the web. A few strategies for building links can be through guest blogging, sponsorships, discounts, infographics, or building a resource.
How Is All Of This Related To Selling Your Product On Amazon?
Simply put, Amazon uses a lot of the same strategies that search engines use like keyword optimization and pay-per-click. While one is a marketplace strictly designed to sale products and the other is like a catalogue to showcasew where you can get such items, both the marketplace and the search engine use very similar techniques to drive advertisement and sales.
This is why keyword optimization is crucial for your business. If you are planning on selling on Amazon, understanding the nuances of how Amazon ranks products and what drives certain things up the page is paramount to the success of your brand. It is also suggested that optimizing for SEO on google can translate to your Amazon listing appearing on Google. So cutting corners when it comes to these advertising techniques is strongly discouraged.
Above is a typical google search for women’s boots. Highlighted in pink is organic searches that made it to the first page as a result of traffic, sales, and quality of the website. Highlighted in yellow are sponsored ads paid for through Google Adwords. Notice the underlined website, Amazon, is not sponsored or Ad-linked, meaning this particular product listed on Amazon had such quality optimization, it made it onto the first page of Google search.
To understand more about how Amazon uses PPC, click here.
Coupon Marketing Agreement
(“Agreement”) by and between iLoveToReview.com, LLC dba MarketHustl.com, a Nevada limited liability company, (the “Company”) and the undersigned client (the “Client”), effective as of the date set forth above (the “Effective Date”) and covers all promotional campaigns for MarketHustl.
Amazon TOS Compliance
- We are not a review company. We will never ask any member to review a product.
- We have no way of tracking any information related to Amazon reviews
- Providing products in exchange for a review is against Amazon TOS.
- All campaigns are for strategic promotional purposes only
- The term “Coupon Codes” means Amazon.com coupon or promotion codes provided by Client for distribution by the Company. All Coupon Codes provided by Client to the Company shall reflect a Significant discount on the price of the product(s) described above (the “Product(s)”), but need not discount Clients’ ordinary shipping and handling costs.
- Client understands a Campaign Date will not be set until Company receives Coupon Codes for distribution as set forth below.
- The term “Redemption Target” means the numbers of people who use the Coupon Codes to claim a Product(s) from the Client’s Amazon account. Client agrees to provide Company with an accurate report showing such redemptions within three (3) business days of Company requesting it.
- The Company will use reasonable efforts to distribute the Coupon Codes by email, SMS messages or website visitors until Redemption Target has been reached, however, there is no guarantee the redemption target will be reached. The Company will be responsible for the timing, nature, and means of distributing the Coupon Codes; provided, that the Company and Client shall mutually agree in advance to any product description, marketing materials, or the like used by the Company in connection with distributing the Coupon Codes. The Coupon Codes may be distributed in conjunction with coupon codes for other products and/or services, including those of other clients.
- Campaign Fees: Client shall pay the Company the Single Promo or Standard, Basic, Business or Corporate subscription fees which are due immediately upon execution of this Agreement. The Company shall have no obligation to distribute any Coupon Codes until payment in full is received.
- Campaigns: Campaigns are defined as a coupon code promotion for a single ASIN. Single Promotions are limited to a 1 time promotion for up to 200 coupons. All subscriptions can run unlimited promotions per ASIN per month with no coupon limits.
- Client shall be responsible for timely fulfilling all orders for the Product(s) utilizing the Coupon Codes, consistent with its ordinary fulfillment policies, at its own cost. The Company will not pay for any part of the costs or retail price of the Products, and will not provide shipping, logistics, or fulfillment services. Client shall not charge shipping and handling greater than it charges paying customers for like goods.
- The Company shall not be liable for any damage or loss caused by use of the Coupon Codes, including, but not limited to, redemption by persons other than its subscribers, publication of the Coupon Codes, or redemptions of the Coupon Codes in excess of the Redemption Target. If Client believes that the Coupon Codes are being misused it is Client’s responsibility to deactivate the Coupon Codes.
- Upon the Company’s request, Client shall provide to the Company the complete fulfillment report from the time of the campaign.
- Client shall ensure that on the day of the promotion that the product price will be at a price that the Coupon Codes will reduce the item to the agreed upon amount as indicated on the cover of this Agreement. Client further promises that they shall not change the price of the item on Amazon for 5 days after the promotion launch date to ensure that the Coupon Codes will discount the product as promised for 5 days after the promotion date.
- The Term of this agreement shall be for 30 Days from the day the Coupons are first distributed by the Company for all campaigns and automatically renewed each month upon monthly subscription payment.
- Campaigns are valid for 12 months from the date of purchase and are non-refundable.
Indemnification, Insurance, Limitations on Liability.
- Client agrees to indemnify, defend and hold the Company harmless for any liability, damage, loss, claim, cause of action, injury or expense (including reasonable attorney’s fees and costs) arising from or relating to any Client’s product(s) or any product(s) promoted by Client pursuant to this Agreement, Client’s failure to fulfill any order pursuant to the Coupon Codes, any returns, reimbursements or the like, or any claim that any product promoted by Client under this Agreement was in any way defective or deficient, including, but not limited to, claims in the nature of negligence, product liability, breach of warranty (express or implied), breach of contract, or fraud (collectively the “Covered Claims”), whether for injury to person or property, or otherwise. If any Covered Claim is asserted against the Company, the client shall have the right to retain counsel of its choosing, and shall promptly notify Client of such claim.
- WITHOUT LIMITING THE OBLIGATION TO INDEMNIFY THE COMPANY UNDER PARAGRAPH a. ABOVE, NEITHER PARTY SHALL BE LIABLE TO THE OTHER FOR ANY CONSEQUENTIAL, INCIDENTAL, SPECIAL, PUNITIVE, OR EXEMPLARY DAMAGES OF ANY KIND, AND THE MAXIMUM LIABILITY OF EITHER PARTY HEREUNDER SHALL BE THE AMOUNT ACTUALLY PAID BY CLIENT PURSUANT TO THIS AGREEMENT.
- THE COMPANY MAKES NO WARRANTIES, EXPRESS OR IMPLIED, CONCERNING THE CONTENT OF THE REVIEWS PROVIDED BY ITS SUBSCRIBERS OR OTHERS, OR THE CONTINUING AVAILABILITY OF ANY FEATURE OR FUNCTION OF THE AMAZON.COM WEBSITE THAT MAY BE NECESSARY TO CARRY OUT THE TERMS OF THIS AGREEMENT.
- THE COMPANY HAS NO CONTROL OVER CHANGES TO THE AMAZON.COM SITE, WHICH MAY RENDER THE COMPANY UNABLE TO FULFILL ITS OBLIGATIONS HEREUNDER. THE SERVICES HEREUNDER ARE PROVIDED ON AN “AS IS” AND “AS AVAILABLE” BASIS.
- Either party may terminate this Agreement, (a) on fourteen (14)-days written notice of the other party’s breach of this Agreement if the other party has failed to cure its breach during such period, or (b) immediately on written notice of the other party’s breach of the terms outlined in this agreement. The provisions of Section 5, 6 and 7 shall survive termination of this Agreement.
- This Agreement is the entire agreement of the parties on the subject matter hereof and supersedes any prior or concurrent discussions, negotiations or agreements concerning the same. This Agreement may only be modified in writing, signed by both parties. No failure or delay of either party in enforcing any right or obligation hereunder shall be deemed a waiver, and no waiver will be effective unless signed with the party to be charged.
- The interpretation, performance, enforcement, and breach of this Agreement shall be governed and construed under the laws of the State of Florida without reference to conflicts of law principles. Any disputes arising from or relating in any way to this Agreement shall be brought, if at all, in final, binding arbitration pursuant to the Commercial Arbitration Rules of the American Arbitration Association. Any such arbitration shall be confidential, and shall be conducted in Broward County, Florida. The prevailing party in such arbitration, and any proceedings to enforce or vacate the arbitrator’s decision shall be entitled to recover its attorney’s fees and costs.
- In the event that any provision of this Agreement is held invalid or unenforceable, then that provision will be limited or eliminated to the minimum extent necessary to render it valid and enforceable, and the remaining provisions of this Agreement will remain in full force and effect.
- This Agreement is intended for the benefit of the named parties alone, and is not intended to confer any rights on any third parties. This Agreement shall be binding upon and inure to the benefit of the parties and their respective successors and assigns.
- This Agreement reflects the negotiation and mutual intention of the parties, and will not be strictly construed against either party by reason of the party drafting this Agreement or the provision at issue.
- Any notice required or permitted hereunder shall be given in writing by mail or email at the address for each party specified below and shall be deemed effective upon receipt.
- This Agreement may be executed in counterparts and through electronic means by clicking agree below.
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