Ranking on Amazon Germany with Gil Lang – Session 007

Richard Morgan
September 6, 2017

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Gil runs a full service agency for Amazon Sellers for Ranking on Amazon Germany to get into Europe with language translations, listing support, etc to improve amazon sales rank. Gil is also the AmzCon event organiser in Germany – an annual conference for Amazon Sellers in Europe.

Ranking on Amazon Germany

Gen look at listing in English and translate with the user/buyer in-mind
We’re writing for the customer not the algorithm (so not keyword focussed yet)
Look at top three competitors and get their top 10 – 20 keywords Amalyse tool and Zoneout to target amazon sales rank
Our guys know how to translate the sales copy from English to european languages because they understand Amazon as a marketplace – we arm them with the vision of the brand to ensure the listing is in context and the language is correct culturally and dialect
This improves your amazon seo and amazon sales rank
Our approach is smarter and more precise to improve conversions on your translated listings and keywords

Amazon Product Reviews

German culture is very different to US or UK buyers
Germans more technical minded (less emotional)
German Buyer wants it to be 100% perfect – they expect this and don’t generally leave a positive review but are quick to leave a negative review if standards are not met
They are very likely to enter into dialogue about defects and this conversation can improve the review rating
Gil uses a Private network for getting reviews to get those initial reviews for the product
10 – 15 reviews are more than enough to launch with
Then Gil starts his ppc campaigning then
Gil has built his private review network over the last three years from previous customers of his products for amazon feedback and amazon promotions
Uses Google forms to survey his network for people interested in his new Amazon product at launch time before offering it to them as amazon promotions

PPC strategy

Always start with the auto-campaign to not miss any keywords
Then the manual campaign
Use Amalyze to filter out the keywords that main competitors are bidding on
Also we have a manual campaign with just loads of keywords in
We use Amalyze and Sonar tool to build 1,00 keywords

Launch blast

Using AMZ Stars service for the Zonblast type launch
Pure ‘giveaways’ no request for reviews but you’ll typically get 10% reviews from this launch blast

AMS for Marketing

Use AMS for his clients and his own brands
Using Headlines ads that work best for Gil
Steal sales from your competitors by bidding on their brand names
Use product display ads also
Use them for products that other people buy together – if I see that some products are bought together with mine I definitely jump on that listing
Also use it for my own products too – Product A is listed against product B etc.

External Traffic

Facebook Ads work in Germany if you have the right brand and product
You must warm the audience up first

Email Sequencing for Amazon Feedback

All those amazing sequences that you might use in America and send multiple emails
Germany has a ‘double-opt-in’ law
You can send them just one email (likely with our invoice) but not a good feedback mechanism
German law can fine you for this email contact

German eCommerce Cultural Differences

US listings are pumped up, lower brow in UK
Not as impulsive a buyer in Germany
Title is a bit lower profile and more factual in Germany focussed on Benefits – tone it down for Germany
Description is skim read usually but there is always an attention to detail in German markets
Over 40% mobile in German market which is an important metric for ranking on Amazon Germany
The description in the mobile app comes first
We always start with a strong description – telling a story to the buyer
Not using the A+ listings as it’s not giving enough of a boost in conversions

Social Media Marketing in the German culture

Branding focus and works really great
Not used as a performance marketing tool
Look at impressions and how many people will remember your brand after your ad

Categories that are best for Ranking on Amazon Germany

Pets, Home and Kitchen, Sports and Outdoors
Supplements is closed so great for Gil as he’s in there
Board Games is a big one currently in Germany
Baby category works as well too

Responding to negative amazon product reviews

3* or less – we go on-line and thank for feedback and give option for refund
Helps to have someone local able to respond in the right language and context
Get straight onto poor reviews and apologise and try and get them as pen-pals to make it better
We use Sellics tool for marketing analytics to get contact details for buyers

Ranking on Amazon Germany Summary

Look at listing in English
Convert to German language and forget keywords for now just focus on buyer
Use Amalyse for Keywords and analyse top 3 competitors
Get top 10-20 keywods
Then tap into private network for reviews
Get 5-10 to get started
Run PPC on auto to campaign to scoop up
Manual campaign with main keywords from your research
Then use AMS if needed
Then product launch broadcast blast out giveaways with likely 10% reviews (but not asked for)
May consider Facebook ads if target audience is warm
Do email sequencing if asked for – but a risk due to
Marketing – Not too heavy on the spiel for marketing – keep it factual and don’t overplay it