If you’ve got a small amount of reviews and you’re just not seeing the those conversions from the start, the key approach to take is a very targeted approach on the PPC side.
Focused, effective campaign
Start with a sponsor products manual campaign, targeting just a couple of core search terms that you should own. Look at the competition and if you’ve got a higher quality product, then you’ve got some sort of advantage. Target some placements, like the top of search and this helps the organic rankings. Do not be aggressive and target a couple of major competitors and use product page placements. Overall, you need to narrow your focus because the fact is that you’re not going to convert as well from the start if you don’t have that social proof and so it can be expensive from the start. It can be kind of scary because you’re not seeing that return in terms of ACOS or ROS.
Advertise to build up social proof
Advertising is definitely a long-term investment in your product listing to build up those reviews so you get that social proof. In terms of an advertising return, in terms of ACOS or ROS, you’re probably not going to be making profits from the start. it’s probably going to be pretty costly so, you just have to keep in mind. This is like the next stage where you’re investing in your listing to get more reviews so you can build up that social proof, build up that conversion rate, and at that point, you can adjust more to like a profitable ad strategy.
Be very focused from the start. Do not stuff it with a bunch of keywords. Start very tight with the keywords that you’re targeting and you can always broaden it out over time.
To learn more, watch the whole video here: