Amazon PPC in Europe – Where Is The Long Tail?

Jodea Pearl Abalos
February 17, 2020

[et_bloom_inline optin_id=optin_3]

Dr Ellis Whitehead returns as we discuss the difference in Europe vs US in terms of longtail search terms. How this impacts your account and how you manage the vast variables of the EU marketplace. PPC can be a whole different ballgame in places like “Sleepy Spain” and “Little Italy.”

Longtail in Different Marketplace

In the US, there are most sales coming in from long tail.
Some high volume clients get sales at 20% from long tails.
So basically, this really depends on keywords.

Longtail in Europe

There are fewer products in EU marketplaces, and people are less likely to use longtail keywords because of low search volume.
If you take a product from the US doing well with long tail conversion and launch it on EU market, they can get lesser competition on short tail BUT the long tail is almost non-existent in the EU.

The Approach

You are doing well in the US may be because you are grandfathered in and you have good reviews.
When you get to the EU, you will find that the competition has already created a fortress. They have great reviews, they already ranked with the long tail keywords.
Another point to consider why you are not getting conversions on long tail: you don’t have a market here.
- Look at your product analytics and you will find that you have a different keyword
- Expand to what are people searching for.
- Check how well your products are ranking.

A Few Things: Use Brand Analytics

If your product keywords are showing up on the brand analytics – start there.
Find competitors who are ranking at the top and find their ASINs in the brand analytics reports.
Use keywords back to find out more ASINs — and:
- Are they competitors selling on the same keywords as I am?
- Include them in your competitor list.
- Do this two to three times.
- This is how you will get keywords with certain search volume.
Consider the Amazon suggested keywords and search for them on the Brand Analytics report to find out if they have search volume.
Do not bother with keywords not in brand analytics IF you already have a lot of keywords showing up on the report.
HOWEVER, the only time you use keywords not in the report is IF you do not have that many keywords in the report– plug them in and see how well they work.
Choose individual keywords that SHOULD have high conversion rates.
- Run a broad campaign on those.

Choosing products for the EU

Do not bring everything at once.
Look at the product with high potential in terms of PPC.
Structure for products parent-child, if you have different ASINs, you can show it several times on the listings.
There are categories when you have variance, all sales will be aggregated in one parent ASIN in some categories, not all.
- This will be great for your ranking.
Use the same strategies for parent-child.
- Use Parent in getting your reviews together.
- Later on, separate your variance out to get more ad space.

Preparation

Find out who are your competitor, how strong they are.
Find out if you really have a market there. Does it make sense to bring over the product.
Should you consider outside marketing?
Do your research on the brand analytics.

To get help, or if you have any question then get in touch with us: danny@databrill.com

If you are looking for help or more information check out: https://sellersessions.com/case-studies/

Catch Dr. Ellis Whitehead at SellerSessions LIVE 2020!
↪️Saturday May 9, 2020 ?Here’s the link to book your tickets http://bit.ly/ssl2020uk
Conference ticket includes access to the Sellers Alley and YLT Translations”Boat Party”

Our Sponsors:

Thrasio – Lead Sponsor https://www.thras.io/
Sellers Alley / YLT Translations – Boat Party https://ylt-translations.com/ & https://sellersalley.com/
Urtasker – Merchandise https://www.urtasker.com/
GEMBAH – Care Packages https://gembah.com/
pingpong – Lanyards https://pingpongpayments.com/
Alex De Lilla – Design and branding https://alexdelilla.com/

About SellerSessions 2020

Our venue this year: The David Game Keynote Theatre, with tiered seating.
This year we are supporting a charity and a portion of the proceeds will be given to Tomy’s pioneering studies for prevention of babies born asleep: https://www.tommys.org/
We will give away 5 FREE tickets for single-parent Amazon sellers. If you know anyone please get in touch to get the details.
Confirmed speakers and more to come:
- Brandon Young
- Dr Yev Marusenko
- Destaney Wishon
- Zack Franklin
- Nadine Schöpper
- Liran Hirschkorn
- Ivelin Demirov
- Dr Ellis Whitehead
- Paul Harvey
- And yours truly, Danny McMillan. I will be hosting the show and speaking on a topic.