You have chosen a keyword group. Before spending anything on advertising, spend a week making the listing better at converting that specific keyword.

The reason is arithmetic. A relaunch works by proving your product converts better than the alternatives. Every point of CTR and CVR you add before you start makes the same advertising budget buy more rank — and every point you leave on the table, you pay for in spend.

[Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-launchprep-explainer-d6692b43.mp4)

*Prefer to watch? One hundred and nineteen seconds on the six tactics and what each one moves, and why the listing work has to come before the advertising spend.*

## **Six tactics worth testing**

All six aim at the same three metrics: **click-through rate, conversion rate, and the sales velocity they produce.**

## **1. Put the root keyword at the front of your title**

**Affects: CTR and organic relevance.**

Move the group's root keyword into the **first part of your title**.

**Why it works on CTR.** A shopper who searched *bamboo bed sheets* scans results for those words. Seeing their exact search at the start of your title tells them instantly that this is the thing they asked for. They feel understood, which is a stronger motivator than it sounds.

**Why it works on ranking.** The title is the heaviest SEO signal on a listing. Amazon reads it constantly, and a root keyword at the front is an unambiguous relevance statement.

**A bonus placement:** if another keyword in the group has a **Search Frequency Rank under 300,000** — meaning it is genuinely well searched — put it at the **end** of the title too.

**When you move to the next group, rewrite the title for the new root.** The title is not permanent; it is a launch instrument.

**One caution.** Titles affect existing rank and conversion across every keyword, not just your target. Change one at a time and watch what happens.

## **2. Add a clippable promo code**

**Affects: CTR and CVR.**

A visible discount badge on the search results page raises click-through measurably — in the region of **10–14%**.

**Small discount for a small nudge; larger discount for a real one.** During a launch, the discount is not a margin decision in isolation — it is buying velocity, which buys rank, which pays back afterwards.

## **3. Run Lightning Deals and Best Deals**

**Affects: CVR and sales velocity, hard.**

Deals produce concentrated bursts of sales, which is exactly what a ranking push needs. **Best Deals have the stronger effect on organic rank** and are the main recommendation.

They are also the most useful lever later, when you start reducing advertising spend — a deal can carry velocity while paid spend comes down. See [**Prepare for Prime Day**](https://kb.trackiq.com/hc/knowledge-base/articles/prepare-for-prime-day) for running these around events.

## **4. Put the root keyword on the main image**

**Affects: CTR.**

Where category rules allow it, adding the keyword to the main image makes your listing match the shopper's search visually, before they read anything.

Search results are scanned, not read. The image is doing most of the work.

## **5. Show a strike-through price**

**Affects: CTR and CVR.**

A visible original price next to the current one frames the offer as a saving rather than a cost. It costs nothing beyond the discount you were already considering.

## **6. Improve the second and third images**

**Affects: CVR.**

The main image earns the click; images two and three do most of the convincing. They are the first thing a shopper looks at after arriving, and on mobile they are often all they look at.

**Use them to answer the objections in your competitors' negative reviews.** If the category's one-star reviews complain about sizing, image two should settle sizing.

![The campaigns a launch runs on](/kb-assets/shot-adv-campaigns-view-77ace2.png)

## **Then build the campaigns**

With the listing improved, prepare the advertising that will drive velocity.

**Sponsored Products, exact match, targeting the root and the long tails in the group.**

**Top of Search focused.** That is where conversion is highest and where the velocity that moves rank happens.

**Named so you can find it.** These are ranking campaigns and will be judged on completely different numbers from your profit campaigns — see [**Profit Campaigns and Ranking Campaigns**](https://kb.trackiq.com/hc/knowledge-base/articles/profit-campaigns-and-ranking-campaigns). If you cannot tell them apart later, you will optimise them wrongly.

For the build itself, see [**Create a Sponsored Products Campaign**](https://kb.trackiq.com/hc/knowledge-base/articles/create-a-sponsored-products-campaign).

## **The order matters**

**Do the listing work first, then start spending.**

Launching campaigns and then improving the listing means paying for traffic at your old conversion rate while you fix things. The tactics above are cheap; advertising is not. Get the conversion rate up, then buy the clicks.

## **What to check before you start**

**Is the root keyword in the title?**

**Is a coupon or deal live?**

**Are images two and three doing real work?**

**Is your CVR for this keyword still above the average?** Re-check after the listing changes — you should have improved it, and if you have, the launch just got cheaper.

See [**Understanding Search Query Performance**](https://kb.trackiq.com/hc/knowledge-base/articles/understanding-search-query-performance).

## **Related**

- [**Running a Launch: Stabilise, Scale, Scale Back**](https://kb.trackiq.com/hc/knowledge-base/articles/running-a-launch) — what happens once the campaigns are live.
- [**Grouping and Prioritising Keywords**](https://kb.trackiq.com/hc/knowledge-base/articles/grouping-and-prioritising-keywords) — choosing the group this prepares for.
- [**What a Relaunch Is, and When to Run One**](https://kb.trackiq.com/hc/knowledge-base/articles/what-a-relaunch-is) — why CTR and CVR decide the cost of the launch.