Essential types of Amazon keywords for your PPC campaigns

Essential types of Amazon keywords for your PPC campaigns

Keywords, as the word says by them, are those terms, if used correctly, open the locks of success in the world of the digital era. The use of keywords is the first step toward a good SEO campaign. And after you've nailed your SEO, your organic views will begin to pour in. More views translate to more potential customers, conversions, and profit, but the problem is that there are so many discussions about keywords in SEO. However, how do we determine which keywords to use while conducting keyword research? Or which keywords should we choose to get the most out of our SEO efforts?

To target intended goals at each point of the funnel, you should utilize diverse keywords for SEO. You'll be able to reach a wider audience and boost your chances of landing a buyer this way. Do you know how many sorts of keywords there are before we go?

Let me introduce you to different sorts of keywords in SEO that you should be aware of in this article. The most prevalent, short-tail keywords are used in search engines to show targeted ads or find relevant web pages based on a searcher's inquiry.

There are various types of keywords that you can target in your SEO and SEM campaigns. The right keywords will help you drive more traffic, leads, and conversions for your brand.

Here are some of the essential types of keywords to know:

1. Investigational/Informational Keywords

When audiences find out information about any specific product or topic, they use this type of keyword. Investigational keywords are words or phrases that are used to describe an investigation. They may be used by law enforcement, the media, or the public to refer to a particular case or event. Individuals can keep up with the latest news and developments related to a specific subject by using investigational keywords.

2. Branded Keywords

Branded keywords include your brand name or product name. They are a great way to drive traffic and conversions directly to your website or the product page.

3. Generic Keywords

Generic keywords are not specific to any one brand or product. They are typically broader terms that can describe a variety of products or services. Generic keywords can be a great way to attract traffic from people who may not know your brand before.

4. Commercial keywords

These are often used by people looking to make a purchase or spend money on a specific type of product or service. They may be general enough to apply to many brands, but they include the word 'buy' or some variation, so it's clear that someone is looking to do business with a company. These are potent keywords because you will typically get fewer searches for these terms since they are commercial compared to generic keywords, which can receive more search volume when consumers are not necessarily in the market for any particular product.

5. Negative keywords

These are words and phrases that you would NOT want your ads appearing when consumers search for them. This type of keyword would help ensure that your ads won't appear when someone searches, even if they made it onto one of those search results pages by coincidence.

6. Related terms

Related terms are smaller phrases related to the more extensive-term or phrase you want to rank well. You can find them within some of Google's keyword tools like Google Adwords Keyword Planner and Google Trends. Some marketers recommend focusing on one primary keyword and adding related terms as though they are synonyms of the immediate term to capture traffic from people who may not have searched for the direct term specifically.

7. Long-tail keywords

These are longer, more specific phrases that people are often more likely to search for than short, general keywords. They can be a great way to target people who are already interested in what you have to offer and are more likely to convert into customers. Focusing on long-tail keywords can also help you rank higher in search engine results pages since they typically have less competition than shorter, more general terms.

8. Short Tail Keywords

As the name implies, short-tail keywords are short keywords that are made up of three words or fewer. They're also referred to as the head keyword. Short-tail keywords have a lot of searches, but they're also quite competitive. Short-tail keywords are used by audiences when they are just starting their search for information. As a result, determining the apparent search intent for short-tail keywords is highly challenging. They can be found all over the area.

9. Local/Geo keywords

Local keywords include your city or state name (or a nearby city/state). They can be a great way to attract traffic from people looking for products or services in your area.

10. Customer-Defined Terms

When someone is searching for something specific, they might not name the exact product or service—maybe it's a new term or even a misspelling-- but they know what they want. In these cases, customers use words or phrases to precisely define their inquiry. These terms can help marketers understand where there may be holes in their offering, messaging, distribution, etc.

A great example of this is "dark chocolate." If you sell dark chocolate online, you'll find that people are searching for it with a variety of different terms. Terms like "dark chocolate bars," "chocolate without sugar," and "100% cacao chocolate" all signal that there is an audience who is interested in this product, even if they don't know the specific term.

11. Transactional keywords

Transactional keywords are those keywords help buyers to take decision of buying or making transactions. These keywords are an important aspect of any online marketing campaign. By targeting the right keywords, you can help ensure that your ads are seen by the right people, at the right time.

When selecting transactional keywords, it's significant to consider what your customers are likely to be searching for. For example, if you sell shoes online, you might want to target keywords like "buy shoes online," "shoe sale" or "discount shoes."

It's also important to keep in mind that transactional keywords often have high click-through rates (CTRs). This means that your ads have a higher chance of being clicked on by potential customers. As a result, it's essential to make sure your ads are as relevant as possible to your target audience.

12. Navigational keywords

These are the vital part of any website; they help readers find what they need and give search engines a clear idea about the content of each document.


The importance of keywords is self-explanatory, but choosing them for your site has its own set of rules and challenges. A good selection will increase visitors' satisfaction and boost traffic on your pages. It will also allow Google and other search engine crawlers to accurately process and index your data.


For Amazon sellers, especially for Amazon advertisers, keyword is a crucial element to create a successful campaign. Hence, we extracted the keyword extraction tab from our board, and make it accessible for everyone for free. You don't need to register and you don't need to pay anything. You could enjoy the keyword tool for free.

This keyword extraction tool is created to compare keywords’ competitiveness on Amazon. We downloaded the Amazon search frequency rank daily to compare keywords ranking over time.

The tool allows you to:

  1. type the keyword or add a new product *to compare* similar keywords and similar products based on the similarity rank
  2. add new keywords or products* to see* all the similar products and similar keywords displayed in the order of similarity rank.

The tool page is now live, enjoy!

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Taib Bilal
April 5, 2024
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