What is Organic Rank?
Organic Rank is the position within organic search results, where your product(s) appear. Organic Rank #1 means that your product appears in the first non-paid placement (this is ideal). As of now, organic rank data is not available on the Amazon Ad Console, but it is on Perpetua using Search Insights.
Sponsored vs. Organic Search Results
Products appearing on Amazon’s search results page can fall into either sponsored or organic placements. Sponsored placements are paid for by bidding on keywords or ASIN targets. Organic placements are chosen by Amazon’s algorithm based on relevancy (high sales volume, low return rate, retail-readiness, etc.) and likelihood of conversion.
While sponsored placements can help drive traffic toward PDPs, these come at a cost. Achieving strong organic placement means a product is recognized as extremely relevant by Amazon’s algorithm, leading to sustained sales even in the absence of paid placements.
How does paid media affect organic rank?
Paid media may negatively impact organic rank if the ads are getting more traffic to the PDP, but the conversion rate (CVR) doesn't scale or hold steady with the increased traffic. If you’re organically ranking well but most people will click into your Sponsored Ads because you’re also winning TOS placements, then this can lead to cannibalization of your organic sales.
How to increase organic rank for certain search terms?
In order to increase organic rank for certain search terms, the rule of thumb is to increase sales velocity on that term. Note: other factors also play into increasing your organic rank. Some crucial elements include return rate, reviews/ratings, sell-through rate, and inventory management.
Method 1️⃣ - Keyword Boost
Choose the specific terms you aim to increase organic ranking for and establish keyword boost campaigns (KWB) while ensuring a TOS multiplier of over 100%. We recommend KWB over bid adjustment because bid adjustment doesn't factor in TOS placement. Moreover, bid optimization and engine’s calculations for other targets will alter based on the performance of the targets with bid adjustments applied. To manage this effectively, it's advisable to isolate the term you wish to rank lower organically in a separate campaign, allowing independent management outside the original goal.
We highly recommend combining KWB and Bid Adjustments. Feel free to reach out to your Data Strategist to understand how to best apply these practices for your specific case.
Method 2️⃣ - Organic Rank Optimization
Leverage Organic Rank Optimization via Custom Goals. Advertisers now can strategically enhance their organic ranking. Our ORO functionality involves applying customized bid multipliers, directing them downward, on targets that exhibit a high organic rank. The primary purpose of this approach is to decrease advertising expenses and minimize the risk of cannibalization. Unlike a simple multiplier applied to the target ACoS. This process occurs subsequent to the primary bid calculation and operates akin to a bid adjustment.
The significance of Organic Rank Optimization lies in the user's ability to establish a personal threshold. By setting a bid multiplier in alignment with this organic rank threshold, advertisers gain nuanced control over their bids, allowing for a more refined and targeted approach to campaign management. This not only contributes to cost-effectiveness but also ensures a more strategic allocation of resources based on the organic performance of the targets.
How Should I Measure Success?
You can monitor performance by reviewing Share of Voice via the Search Insights tab:
Make sure you’re tracking all the relevant search terms
View both hourly and daily performance to determine whether you should leverage Stream
Organic Rank is tracked for the top 50 ASINs for every Search Term. Not only can you see how your ASIN’s rank is changing over time, but also can keep a close eye on competitors to see if they are gaining traction. We recommend daily and weekly views when looking at Organic Rank tracking.
Article last updated December 2023. If you find this information to be out of date, please contact firstname.lastname@example.org.