Amazon PPC ad campaign is highly dependent on relevant keywords. Keywords work as a
direction for PPC campaigns. Therefore, learn best methods for advance Amazon PPC keyword research
A Detail into the Importance of Keywords in Amazon PPC
In today’s digital space keywords are the force that connects the audience to your product or content.
The keywords are equally important if you are aiming to sell on Amazon. Keywords make your product
visible to the customer upon their search for a product.
Therefore, without accurate keywords your product listing and Amazon advertisement campaigns are
considered dormant. They will never appear on a customer’s search results, and no customer visit
means no sale.
The keywords are important for both product listing and Amazon PPC ad campaigns. For Amazon PPC,
keywords are the integral part of the campaign strategy. Rather it is stepping stone for a result oriented
ad campaign. The whole campaign depends mainly on the incorporation of appropriate keywords.
Otherwise, in case of no or not relevant keywords, Amazon PPC campaign will drain the budget without
bringing sales.
Therefore, Amazon PPC keyword research is an essential topic to thoroughly understand before
endeavoring upon the journey of ad campaigns. However, the keywords are of different types which
yield different results. So understanding their different types and impact is important. In the following
paragraphs we will understand the keywords, their importance for Amazon PPC and the best way to
conduct keywords research.
What are the keywords and why are they important?
Keywords are those specific words which make a product appear on a search result page of the
customer when the customer searches for a specific product using certain words or phrases. When a
customer searches for a product of his need using certain words, the algorithm of the search engine,
Amazon in this case, crawls and looks for the product containing those words searched by the customer
and then makes those products visible to the customer.
This is how your product reaches the customer and creates the likelihood of the sale. This makes the
integration of the relevant keywords in product listing and ad campaigns necessary as the serve as a
communication tool between the product and the customer.
However, there are different types of the keywords and their impact varies accordingly.
Different types of the keywords:
High Search Volume Keywords:
These are the words which are used by millions or by a huge number of customers. A huge search
volume makes these words more important keywords for the sellers. Sellers select these keywords and
add them to their ad campaigns and product listing since they are being used by a large number of
customers and have more sale potential.
Low Search Volume Keywords:
In contrast to the high search volume keywords, low search volume keywords are those which are being
searched by a relatively smaller number of customers. However, we cannot ignore them as they
sometimes represent the niche customers who could be smaller in numbers.
Long tail keywords:
To understand the long tail keywords we need to understand the high search or low search keywords
first. These keywords are so specific that they are usually of a single word or of two words. However, in
contrast, long tail keywords are the phrases being searched by the customers. For example, ‘cheap
women leather jackets’ could be the example of long tail keywords.
Negative Keywords:
High search volume, low search volume and long tail keywords are known as positive keywords once
they are incorporated to attract the traffic. However, there can be negative keywords as well. Negative
keywords are those which you use to exclude your ad campaign from search results. That means if you
use negative keywords, that direct Amazon PPC campaign to not show up once such keywords are
searched by someone.
Keywords Match in Amazon PPC:
Since Amazon PPC, as the name suggests, charges you once a customer clicks on your ad, it becomes
essential to select the keywords which are highly relevant or matching to your product. Otherwise, your
cost for Amazon PPC will surpass the gains. Therefore, one should understand the relevancy of the
keywords before their selection in Amazon PPC campaign.
Best Match: under this category your ad will appear to this customer only when your selected keyword
and the searched keywords by the customer are the best match.
Long tail Match: When a customer writes a phrase in his search bar which contains some of the exact
keywords you have selected in your ad campaign or closely related keywords, your ad campaign will
appear on his search results. It can also be known as a broadly relevant match.
Advance Amazon PPC Keyword Research:6 Methods
The importance of keywords and their types suggest that it is a highly sensitive step while designing an
Amazon PPC campaign. Therefore, carrying out a professional Amazon PPC keyword research becomes
the most essential task. Otherwise, the ad campaign will be an unguided ship.
Now we will be discussing the tips and the best ways to carry out keywords research so that you can
make your advertisement reach full potential.
1) Manual Research
When we write a phrase or word in the Amazon search bar, it starts suggesting us the relevant terms to
the one we searched. To begin with keywords research, you can use this as a basic and manual step;
write a word or phrase in the search bar and start noting down the suggested terms, words or phrases
relevant to your product.
Then analyze those keywords and the products attached to it. If relevant to your product, they are your
competitors. Form a list of those competitors, closely monitor how those competitors have constructed
their product listing and which keywords they have used in their titles and description. This is a free way
to take lead on the different keywords related to your product.
2) Competitive Analysis
The first step in keywords research is to analyze the product ranks and sales of your competitors in the
market. Make a list of the products which are ranked highly and are producing high sales. Now identify
the keywords these products are ranked on. Start filtering out the keywords most relevant to your
product and list them according to their type and match.
To extract the keywords, you can use various tools available online. Or you can take the services of an
Amazon PPC services agency. These agencies or individuals have all the necessary tools and skills to
perform keywords research.
3) Search Volume Assessment of the Keywords
Once you have a long list of a number of keywords, time for the second comes in. That is finding the
search volume of the keywords and arranging them accordingly. This is necessary because in Amazon
PPC and even product listing you have a limited space to include the keywords, so you cannot include all
the relevant keywords. Rather you will have to narrow down from high search volume to low search
volume.
Once you are done with this, you will include the keywords which are most relevant, with high search
volume or potential of sale.
Other than this you will have to find the keywords’ search volume history, trend and sales as well.
Through this you can analyze the past performance of the keywords and their likely trend.
To perform this task, there are many paid tools available such as Helium 10, which you can buy and run
the research. However, hiring an Amazon marketing specialist can also do the task in a cost effective
way.
4) Clustering the Keywords
After you have all the relevant keywords, make clusters of the most relevant keywords based on their
performance indicators in relation to the seasons. It will help you run different Amazon PPC campaigns
for different seasons if needed.
5) Launch the PPC Campaign and Find Negative Keywords
Once you have followed the first four steps in Amazon PPC keyword research, you are ready to launch
the campaign. So once you launch an ad campaign, you start receiving the data insights which help you
better analyze the keywords performing better. For instance which keywords are bringing you sales, cost
effective and which have low to zero conversion rate.
When you have this data, you will again rearrange your keywords database. First you will have to create
a list of the keywords with which the ad campaign has a large number of clicks but zero or low
conversion rate or no sales in other words. These keywords are known as negative keywords. Next time
when you will run the Amazon PPC ad campaign, you can add negative keywords in the strategy and
your ad will not appear upon the search of those keywords.
6) Less expensive keywords or Long tail keywords
In Amazon PPC management system, auctions take place and high search volume keywords have high
competition among the sellers and are therefore expensive. Whereas, long tail keywords are less
expensive due to the lower degree of competition.
Therefore, you should also narrow down the long tail keywords relevant to your product and bid on
them, especially if you are a beginner. This will cost you less of your advertisement budget and less competition.
Takeaway:
Keywords are the fuel as well as the two way road map that enables traffic on a digital marketplace. It is
obvious that without relevant keywords your product will not reach your customers (vice versa) since
there is a huge competition in the market.
In addition, the Amazon PPC ad campaign also depends on the keywords as a guiding command.
Therefore, to run a successful ad campaign, a comprehensive Amazon PPC keyword research is utmost
essential. Otherwise, you will lose on both ends; budget will drain and there will be no sales.