A blog about how you can evaluate keywords for your Amazon PPC campaigns.
We’ve all been there. You have your eyes on the prize—an Amazon keyword that’s going to generate a lot of clicks and sales.
But ….. you don’t know how to evaluate it.
Well, you’re in luck cause we’ve got some tips for doing just that!
- Review your current campaigns
The best way to figure out what keywords are working for you and which ones aren’t is to review your current campaigns.
Reviewing your current campaigns will give you an idea of the keywords that you are already using.
Reviewing your current campaigns will also give you an idea of the keywords that aren’t working for you right now but may in the future.
- Use the search terms report
The search terms report is where you can find longer tail (generally cheaper CPC) keywords for your Amazon PPC campaign.
The search terms report is an analysis of how customers actually searched for products on Amazon, not just what they typed into their browser bar.
This means that it will give you insights into which keywords are most commonly used in customer searches, as well as how often each one was used in the past 30 days or year.
You can find this report in the advertising console following these 6 easy steps.
Step 1 : Go to the advertising console and click ‘Measurement and Reporting’. Click on ‘Reports’
Step 2 : Click ‘Create Report’ button
Step 3 : Select the following options:
- Report Category to ‘Sponsored Products’
- Report Time to ‘Search Term’
- Time Unit to ‘Summary’
- For Report Period, use the longest time frame available in the date picker (65 days – manual selection of dates)
Step 5 : Name your report
Step 6 : Click the ‘Run Report’ button
There you go!
- Analyze data from tools
You can also use data from tools such as your PPC management tool of choice, or a specific research tool to get a better idea of what keywords are converting, being searched, and used in the title.
This is really helpful because it helps you find keywords that you may not have thought of when coming up with your list manually.
- Look at your competitor’s keywords
Next, you should look at the keywords that your competitors are bidding on and ranked for. This will give you a good idea of what customers are searching for on Amazon and what they’re likely to click on when they see an ad.
You can also look at the keywords that your competitors are using in their product descriptions, reviews, or both. If there’s a lot of overlap between the words they use in their descriptions versus those they use in their reviews then it’s safe to assume those terms are important for attracting buyers.
- Do a product search on Amazon
You can do this by going to Amazon.com and searching for the product you want to promote. You’ll want to see what keywords show up in the organic results, and then evaluate those against what you have in your campaign.
If there are any keywords that aren’t being used, add them! They could help boost your performance as well as increase relevancy for users who are more likely to buy from you versus someone else if they find a better match with their search query (which often means higher conversion rates).
That said, don’t go crazy adding every keyword under the sun if that doesn’t fit naturally into your business model or budget structure because it will just dilute the important ones that actually matter more.
- Assess the ‘search term intent’
This is trying to put yourself in the potential buyer’s shoes – are they ready to purchase when they are using this term? Or are they still doing their research on what’s available?
For example, if someone were to search ‘dog food’ – they are most likely just trying to get an idea of what is available, and comparing against different sizes/types/price points. Whereas if someone is searching ‘chicken flavor dog food for elderly dogs’ – they are far more likely to convert on a product that generates the first click from this keyword!
Hopefully, these tips have helped you get a better understanding of the process of evaluating your keywords. Remember that it can be a lengthy and complicated process so don’t be discouraged if it takes longer than expected!
Just keep in mind that keyword research is an essential part of any successful Amazon PPC campaign and well worth spending time on.