Choosing the right keywords is essential for optimizing product listings and running successful PPC campaigns.
An Amazon keyword is a search term that users enter into Amazon's search bar when they are looking for a specific range of products. These keywords usually determine which products will appear on the search results page when Amazon users search them.
For sellers on Amazon, choosing the right keywords is essential for optimizing product listings and running successful PPC campaigns. Appropriate keywords impact your ads bidding, target audience reaching, conversion rate, campaign structure.
Keyword research helps you understand what potential customers are searching for on Amazon to find your products. This enables showing ads only for relevant keyword searches, increasing the chance of reaching potential buyers.
Relevant keywords ensure that your ads are shown to the most likely converting potential customers. This increases the ad conversion rate, boosts sales, and lowers advertising costs. Additionally, choosing keywords with higher search volume increases ad exposure, providing more opportunities for potential customers to interact with your products.
Keyword research identifies efficient keywords, allowing you to focus your ad budget on the most efficient ones and maximize your advertising ROI.
On Amazon, keywords can be categorized into several types, each with different effects on product listings, search results, and ad campaigns. Here are common types of keywords on Amazon:
Describe the essential attributes and primary features of your product. They are crucial and directly reflect your product's main characteristics. Using main keywords in product titles and key features helps improve your product's ranking in relevant searches.
Long-tail keywords are more specific search phrases. It usually contains three or more words. While long-tail keywords may have a lower search volume, they are more targeted and attract potential customers with specific purchase intent. Using long-tail keywords helps reduce competition and increases conversion rates.
Brand keywords include your brand name. They help expand brand awareness, increase brand search volume, and prevent competitors from using your brand name for their ads.
Competitor keywords are often related to your competitors. Understanding your competitors' keywords provides you with market insights, guiding optimizations in your product listings and ad strategies.
Ad keywords are the keywords for which you want your ads to be displayed for specific search queries. They are used to increase exposure and click-through rates for Amazon PPC ads. Common match types in ad keyword settings include Broad Match, Phrase Match, and Exact Match.
These match types determine how closely a customer's search query must match your selected keywords for your ad to be eligible to show.
This match type provides the broadest reach but may also result in less relevant clicks. For example, if your broad match keyword is "running shoes," your ad might show up for searches like "best-running shoes" or "blue running sneakers."
In "Phrase Match," your ad will be eligible to show when a customer's search query contains the exact phrase you specified, but it can include additional words before or after the phrase. For instance, if your phrase match keyword is "organic baby food," your ad could appear for searches like "buy organic baby food" or "organic baby food brands."
With "Exact Match," your ad will only show when a customer's search query exactly matches the keyword you've selected. This match type provides the most targeted and specific reach, which may result in higher relevancy and conversion rates. For example, if your exact match keyword is "blue leather handbag" your ad will only be displayed for searches that exactly match "blue leather handbag."
Also, if you don’t want your ads to appear when customers search keywords such as “Cheap leather handbag” that are not relevant to your products, you can set up negative keyword listings and block them. This ensures that your ads are displayed only to users who are more likely to be interested in your products.
There are various tools available to help sellers and advertisers can help you find relevant and high-performing keywords for FREE.
Third-party SaaS companies like Helium 10 and Jungle Scout provide several keyword search tools for identifying valuable keywords for your Amazon listings. These kinds of tools operate automatically, using their extensive database and advanced algorithms to generate keyword suggestions based on the seed keyword or ASIN provided by the user. The tool does not require manual input of keywords. But instead, it automatically retrieves relevant keywords from its database of Amazon search terms.
The process is automated. They provide users with a comprehensive list of keywords with important metrics like search volume, estimated search traffic, and competitive product ranking, etc. to refine your keyword selection. Especially like Helium 10, provides a particular tool “Reverse ASIN Lookup”, where users can enter an ASIN (Amazon Standard Identification Number) from competitors and discover the keywords that may drive strong traffic and sales to you.
This automation makes the keyword research process efficient and saves your time in identifying valuable keywords for Amazon listings and PPC campaigns.
In addition, it's essential to note that keyword research is a part of Amazon advertising, and you shouldn't separate it from Amazon ad campaign building. Besides using specialized keyword research tools and Amazon's keyword tools, there is now some dedicated PPC software for automating Amazon advertising. They can help you optimize your keywords list while constructing automated PPC campaigns.
As an Amazon seller or a marketing agency managing Amazon advertising, you only need to operate a few steps, and the algorithm takes care of the rest, refining the process for you.
For example, to build and bid on the list of keywords, m19 uses its proprietary algorithm to predict the conversion of all search terms and product pages which generated at least one click on your items, which follows these steps for running efficient PPC campaigns on Amazon:
To conduct extensive research to find the most efficient keywords is always time-consuming for Amazon PPC advertising. However, using PPC softwares empower you to build a powerful keyword list for your PPC ad campaigns, while also helping save time for your business operations.
We will constantly share insightful articles about Amazon ads with you.
Understanding Amazon Search Query Performance is crucial for sellers who aim to optimize their listings, refine advertising strategies, and stay ahead of the competition.
Launching a product successfully on Amazon goes beyond simply making it available for purchase.