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What is Organic Rank?
Organic rank refers to the position on the Amazon search results page where your products appear beginning after the Top-of-Search sponsored placements (first 4 spots on the search results page). These positions are not advertised so they won’t have that “sponsored” tag you’re used to seeing below the product image. The ideal organic rank you want to aim for is #1 because this means your product appears first after those sponsored placements.
The Importance of Organic Rank
The higher you rank organically, the higher your products will be visible to shoppers when entering search terms relevant to your ASINs. In turn, the better your position on the search page results, the more impressions you'll get organically, which can lead to higher organic sales.
What does that mean? When you start selling more organically, you signal to Amazon that you're relevant for those keywords. Relevancy goes into their bidding process, meaning you're going to pay a lower CPC in the long run for the exact same keyword you've already been bidding on. In Perpetua, you can see if your products have organic rank by using the Search Insights tool.
What is ORO and When to Use it
Now that we know what organic rank is and its importance, let’s get to know the Organic Rank Optimization (ORO) feature in Perpetua.
If you have keywords that your products are ranking well on organically, ORO will help you avoid overspending on them. This is also known as organic cannibalization.
In particular, products that rank high organically and consistently achieve Top-of-Search placements would benefit significantly from the ORO feature as you won’t have to overbid for TOS when your product is taking up the top organic placements.
With this feature, you will also have the opportunity to be more aggressive on the terms you want to grow your organic rank on and spend less on those terms once your organic rank has improved.
💡 Before starting to use the ORO feature, we recommend you identify which search terms you're organically ranking for in your advertising campaigns.
As mentioned above, Perpetua’s Search Insights is a great tool to use that helps you track the Organic Rank and Share of Voice (SOV) of your search terms.
In order for Perpetua to bid based on organic rank, the search term (ie. the keyword you are targeting in your Organic Rank campaign) must be tracked in Search Insights to allow us to scrape Amazon's SERP. If the term is not already populated when searching under the "All Search Terms" tab in Search Insights, add it as a Custom Term to begin tracking the term.
How to Use Organic Rank Optimization?
With ORO you have full control over establishing a customized range for bid multipliers and organic rank, enabling the engine to bid aggressively within your specified parameters.
🚨Note 🚨
ORO is only available when launching Custom Goals (Single Campaign). For more information on custom Goals, please refer to this article.
1️⃣ Access the Sponsored Products tab (1) and click on the purple "New Goal "button (2) in the Goals tab within it.
2️⃣ Select "Custom Goal":
3️⃣ In your custom campaign goal creation flow, navigate to the bottom where you'll find the Organic Rank Optimization section. Switch the toggle ON to start setting your Rank Range and Bid Multiplier.
4️⃣ Enter your criteria in the respective fields. By clicking on the “+” icon, you can add as many thresholds as you want, allowing you to get more granular and target a different Rank Range with a dedicated Bid Multiplier value. The “-” icon will delete the threshold.
5️⃣ The value you apply to the bid multiplier field (1) will determine how aggressively you want to improve the assigned rank range. In other words, how high you want to set the bids for your search term/s used to launch the custom goal. This value is tied to the target ACoS you set in your custom goal (2). This is what the "Effective Target ACoS" portion is referring to and why you'll see it change, accordingly.
Here are some example scenarios showcasing how ORO would function depending on how your custom goal is configured:
Custom Goal Target ACoS is 20% and the Bid Multiplier value is 200%:
This action instructs the engine to double your Custom Campaign target ACoS from 20% to 40%, thereby making your bids more aggressive.
Custom Goal Target ACoS is 20% and the Bid Multiplier value is 100%:
This action will keep the Custom Campaign target ACoS at 20%, thereby your bids will be based on your default target ACoS (20%).
Custom Goal Target ACoS is 20% and the Bid Multiplier value is 50%:
This action will cut your Custom Campaign target ACoS down by 50% (from 20% to 10%), thereby making your bids less aggressive.
Custom Goal Target ACoS is 20% and the Bid Multiplier value is 0%
This action will pause bidding on the search term used to launch the Custom Campaign.
Best Practices & Factors To Consider
Available for Sponsored Products Custom Goal (Single Campaigns) only.
Set your Custom Goal as the “Keyword Targeting” type. Along with that, define the keywords you’d like to bid against on the initial goal launch, by entering the search terms that you are going to be optimizing for and selecting the “Exact Match”. We don't recommend using “phrase” or “broad” match types as it can cause the engine to start matching keywords outside the specific search terms you selected.
Use Search insights to determine which search terms you are already performing on organically.
Name your custom goal based on the product and search terms that you are optimizing. This will highlight the goal among your goals list and increase visibility.
Campaign Management: When setting up your custom goal, enter a Top-of-Search Multiplier from the Campaign Management section. This can be helpful as you will bid on the Top-of-Search to push your product up in the organic rank. You could start entering a 100% TOS and evaluate its performance about 7 days after you launch the goal.
Article last updated October 2024. If you find this information to be out of date, please contact hello@perpetua.io.