Due to the dynamic nature of the Amazon PPC advertising ecosystem, most advertisers tend to look for PPC “hacks” or “tips” in an effort to stay competitive.
At KTG Solutions , we think that going back to the basics is the most effective strategy in a dynamic Amazon PPC ecosystem.
The Fundamentals of Keyword Research: Definitions
The phrase “How much do you bench, bro?” will inevitably come up in a conversation amongst fitness fanatics. Unofficially, everyone uses the bench press as a measure of strength.
For Amazon PPC advertising, keywords are the same thing. Without mentioning keywords, a discussion of Amazon PPC would be incomplete. Let’s examine the definitions of a few common phrases used in keyword research.
What exactly is a keyword?
If we’re not talking about Amazon, then a keyword is the word you’re seeking to match in an internet search. Considering the evolution of keyword usage on Google, there was a period when all you had to do to rank well was to write content and pack it full of keywords. Your material would appear highly on Google’s search results pages.
Keywords aren’t given much importance by Google these days when determining how to rank content, and they might even try doing away with them altogether.
Most likely, you’re wondering what any of this has to do with Amazon PPC advertising.
The use of keywords in Amazon PPC ads is crucial. Additionally, we cannot ignore the chance that Amazon may reduce the weight it gives to keywords when determining how to rank products in its dynamic advertising ecosystem.
We must look into the possibility for a post-keyword Amazon PPC environment where Amazon gives higher priority to other factors like product image quality and language.
So what is a target?
The idea of a target is unique to Amazon search engines. It’s what we’d call the ultimate objective, and it varies for every search.
Since we include an ASIN in a campaign, it might be a target. Targets can include audiences. Targets might include categories. Additionally, a target and a keyword can also be used interchangeably.
What Do Search Terms Mean?
A search term is a word or phrase that a customer types into the search box, which in turn causes your keyword target to be activated. You place a bid on a keyword or target when running PPC campaigns. You click and the keyword are activated by the search term.
Goals for Amazon Keyword Research
Let’s analyze the goals of keyword research and why it’s so important for Amazon PPC advertising now that the definitions are out of the way.
There are three basic goals for keyword research:
- Recognizing the ecosystem that exists in and around a specific term
- Finding new, favorable keywords that are connected to your main keyword
- Identifying negative phrase matches for your main keyword
1.Recognizing the ecosystem that exists in and around a specific term
Depending on your tool, you can learn more about the environment surrounding and including your main keyword. Data on keyword volume, for example, can help you in predicting how well your keyword would perform in a campaign. More importantly, you may find out where your keyword stands in relation to other comparable keywords in the hierarchy of search traffic. These indicators make it quite evident how well a keyword should perform in Amazon PPC ads.
2.Finding new, favorable keywords that are connected to your main keyword
Consider your main keyword to be a seed. You are planting a seed when you add the keyword to your keyword research tool and will be able to view the branches and fruits it produces in the future.
Your seed keyword will generate related keywords and search terms in this case. In order to expand your target audience and increase your chances of making a sale, you may include these recently discovered keywords in your PPC ads.
3.Identifying negative phrase matches for your main keyword
You can find related keywords and key phrases that are unrelated to your product by doing keyword research.
For example, if “Hammock” is your primary keyword, you’ll also see related keywords like “cat hammock” and “hammock for stuffed animals.” Although these key phrases are connected to your keyword, they are irrelevant to your product because you are selling hammocks for people, so it would be a waste of money to bid on them.
Such key phrases are the negative phrase matches that you should exclude from your campaigns so that you don’t accidentally bid on them and waste money on unnecessary advertising.
Does Amazon ever finish its keyword research?
Simple no is the answer. The search for Amazon keywords never ends.
The top keywords for your product are already in your possession if you sell on Amazon. However, other variables like market dynamics, significant global events, and new trends have an impact on the performance of these terms. To stay current with these changes, you would need to continue undertaking keyword research.
Additionally, by doing keyword research, some sellers have discovered fresh product variations. Using the hammock as an example once more, you might find that individuals prefer hammocks with mosquito netting. To target such market, you may develop a hammock product version with a mosquito net.
Can I do keyword research too fast?
Trying to do your keyword research too quickly is ineffective, despite how tempting it may be to get started right away.
Imagine you want to test 100 keywords, so you add them all to a campaign and decide on your daily budget. You end up with a relatively dispersed amount of clicks and conversions across all of your keywords.
About 30 clicks on a keyword are required to determine its effectiveness. You simply won’t have enough information if you rush the keyword research process to evaluate a keyword’s performance.
It is better to focus on a small number of keywords and give them some time to accumulate clicks and data. The best keywords to maintain and which ones to drop can then be decided using data.
How Much of the Budget Should Be Given to Amazon Keyword Research?
Your Amazon PPC campaign should include keyword research, and there should be money set aside for it.
According to KTG Solutions, keyword research should account for 15% to 20% of your advertising spend. However, you might concentrate on them before testing more if you have a tight budget and already have a few successful keywords.
Tools for Amazon Keyword Research That Are Important
Let’s analyze the top keyword research tools available at the moment. This list will be split into two categories : tools from Amazon and outside sources. Let’s look at it:
Tools for Keyword Research on Amazon
1.Amazon Brand Analytics is a free tool that is integrated into Amazon
The Search Volume Frequency (SFR), which you may also break down into weekly, monthly, and quarterly reports, is what it offers instead of search volume statistics. Additionally, it offers ideas for new products, keywords, and negative phrase matches.
2.Product Opportunity Explorer
In the US, a relatively new feature is still undergoing beta testing. The latest 90 days’ worth of keyword search volume and search volume growth are displayed. Additionally, it displays the average price, the most popular products, and the number of units sold over the last 90 days.
3.Auto Campaigns
You can use your auto campaigns as a tool for keyword research. You can find new, profitable search phrases with the use of auto campaigns, which you can then breakdown into keywords and incorporate into your campaigns and listings.
Amazon Keyword Research Tools from Other Sources
A Conclusion of Amazon Keyword Research
Have you recently experienced a feeling of the ground shifting beneath your feet as you sailed the ever-evolving Amazon PPC advertising seas?
These fundamentals of keyword research need to serve as a lighthouse for what is important in PPC marketing. These principles of keyword research give you a strong platform on which to develop cutting-edge Amazon PPC campaign strategies.
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