Many sellers find it challenging to move product on Amazon. No matter how much effort you expend to increase organic traffic for your listings, it may never be enough.
A good advertising campaign is the bedrock upon which a seller’s Amazon success is built. This is why most sellers take advantage of Amazon Ad Campaigns. If you want to create a good ad campaign, you need to be strategic with your keywords.
Keywords are search terms that describe what your Amazon listing is about. They are just as crucial for optimizing your ads as they are for optimizing every other business on the internet.
Below are the strategies you need to jumpstart your relevant keyword search and succeed with your Amazon ad campaigns.
Take Advantage of Keyword Tools
No matter how long you’ve been selling on Amazon and running PPC ads, you should always spend time brainstorming possible keywords, especially when you’re considering a new Amazon product launch campaign.
There may be search terms that you’ve overlooked or never thought of before. Take advantage of the following tools below to expand your keyword search.
Google Ads Keyword Planner
The Google Ads Keyword Planner is the best tool for building a keyword list that is most relevant to your Amazon listing. Since Google always stays on top of keyword trends, your search will give you a great list of options for your Amazon ads.
Although the search volumes you see on this tool do not equal those you will find on Amazon, it is safe to assume that the volume will be relatively similar. It will give you an idea of which keywords will get you the most traffic on Amazon.
This tool can help you research the exact search terms that your competitors are ranking for. Ahrefs offers a free seven-day trial to increase your search traffic and monitor your niche’s keyword rankings. [EDITOR’S NOTE: SEMrush is also a fantastic option for general competitive keyword research and offers a free trial of their own, although it does not offer Amazon-only stats like Ahrefs]
This keyword tool will help speed up and automate your keyword research. It can be a great help if you have a long list of keywords and want to determine which one is the most relevant for your Amazon ads.
Use Automatic Campaigns at a Low Budget
In addition to using keyword research tools, you can also take advantage of Amazon’s automatic campaigns. This feature helps you automatically find relevant keywords that best match your product’s category, description, and similar products.
These campaigns can uncover long-tail keywords that may have never entered your mind which Amazon shoppers search for. Amazon will collect the data for you and automatically apply it to your future campaigns.
If you are new to selling on Amazon and lacking proper SEO training, low-budget automatic campaigns are excellent options for your keyword research.
Optimize Manual Amazon Ad Campaigns
Once you identify the high-converting (long-tail) keywords in your automatic campaigns, you can then use them for targeting customers in your manual campaigns.
Manual campaigns give you the freedom to strategically use the keywords on which you want to bid. And even more intriguingly, you will have granular control over your ad spend.
Depending on your target Advertising Cost of Sales (ACoS), you can then work to maximize your sales with precise targeting.
Structure Your Ad Campaigns Well
In order to make your campaigns work properly, be sure to use a good structure for all of your Amazon advertising efforts. Poor structure can waste money by repeating ads to the wrong audiences or people who already bought the product in it.
A good campaign structure should consist of the following.
- The Brand – Always include your brand name to gain the trust of your target audience.
- The Product Category – Always add your product category to your ads to give potential customers more information about your product.
- Top Competitors – Target the sellers who drive the most sales in your niche.
Create Different Ad Groups for Keywords with Different Specificity
If you have a vast portfolio of products, it’s critical for you to create different ad groups for different categories or specific products.
By creating different ad groups for keywords with different purposes, you can avoid losing track of the keywords that are in your ad campaigns. This will help you eliminate wasteful ad spend.
For example, let’s say you are selling bags on Amazon. You will want to create different ad groups for keywords for the following reasons:
- For all ladies’ bags, “ladies’ bags” is relevant.
- For some products, “ladies’ travelling bags” would be more relevant.
- For another set of products, “ladies’ party bags” would be the most relevant.
It is important to customize your keywords based on their practicality and target audience.
Use Negative Keywords to Your Advantage
Amazon PPC campaigns aren’t always shown for the exact search terms. So, it is crucial that you avoid ranking for irrelevant keywords. For example, if you are selling strictly laptop computers on Amazon, you surely don’t want to rank for “desktop PC.”
When deciding on your negative keywords, filter the keywords with low conversions that have a large volume of clicks.
No seller wantx to pay for clicks that fail to convert into sales. Deploy negative keywords and keyword match types that align with your customer searches to fine-tune your PPC campaigns.
Negative keywords will absolutely help you reduce waste in your ad spend by eliminating many irrelevant clicks. Meanwhile, it will not impact actually buyer behavior including both conversions and discoverability.
Amazon cares a great deal about what products will make them money, and this should come as no surprise.
No matter whether you create your own information product or sell luxury goods, Amazon cares most about the volume of your sales, or “sales velocity,” which is directly correlated with your conversion rates.
Amazon prioritizes well-performing ads over non-performing ads. That is why finding the right relevant keywords for ad campaigns is so vital to your store’s success on Amazon.
Putting in the research and applying the tips above can save you time and effort – so that you can concentrate on the important things, such as product design, fulfillment, and even the amazon brand protection program.
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