Hey there,
Have you heard of the butterfly effect? It’s the idea that even a tiny change in a complex system can have massive repercussions.
Why call it the butterfly effect? Imagine a butterfly flapping its wings. The flap moves the air around it, which has ripple effects on the environment, ultimately creating storms halfway across the globe.
The butterfly effect is a metaphor for how sometimes a small change can make a big difference.
Our analysts tested a small change to Amazon Sponsored Brands (SB) and observed a big difference. Changing just a few words changed the conversion rate by 3X.
SB ads can appear at top of search, making them an important tool in your strategy to reach page one. A typical approach to SB ads is to run headlines based on existing brand copy or slogans. Makes sense, right?
But what if you switch up the approach, and instead write new headlines based on the keywords you know convert? At the same time, making sure the ad is targeting those keywords.
That kind of small language change can lead to a big ad performance increase because now you’ve connected the dots between the shopper’s search terms, your ad, and the products they’ll buy.
And that type of change has ripple effects on a product’s reviews, organic ranking, and total sales.
To test this approach to SB ads yourself, read Jillian Crowley’s full writeup of how to make the switch.
Have you tested changes like this? What types of headline changes have impacted your SB campaign performance? Hit reply and let me know.
Best,
Sarah
PS. Want more tips and advice to optimize your Sponsored Brands and land that top of search placement?
One more thing. Are you attending RetailX in Chicago (Aug 24-25)? Swing by booth #1033 to meet the Teika team and talk page one strategy. Haven't bought your ticket to RetailX 2021 yet? Use promo code INVITE21 to receive 25% off every conference pass you purchase. Tickets are still available.