Did you know that 63% of product searches on the internet now begin on Amazon? Even more striking, 70% of shoppers never go past the first page of results. If your ads aren’t showing up in those top spots, you’re missing out on valuable sales. The key to getting your products noticed?
A well-crafted Amazon Ads keyword strategy. Choosing the right keywords is more than just a tactical decision—it’s the bridge that connects your products with customers actively searching for them.
In this article, we’ll guide you through the essential steps to starting or improving your Amazon Ads keyword strategy, helping you target the right audience, maximize your ad spend, and drive long-term success for your business.
The Significance of Keyword Selection
Keyword relevance is critical for the success of your Amazon Ads campaigns. When customers search for products, they use specific keywords. Amazon's advertising system then matches those search terms with your product listings.
If your chosen keywords align with what customers are actively searching for, your ads are more likely to appear in search results.
This boosts your visibility, increases the likelihood of clicks, and improves conversion rates. The right keywords help ensure your ad spend is efficient, targeting the most relevant audience and reducing wasted clicks.
Now, we will understand how to find the best keywords for running Amazon ads.
How to Find the Best Keywords for Amazon Ads?
Now that you understand why keywords are crucial for your Amazon Ads let’s look at how you can find the best ones for your campaigns. There are several effective methods you can use to identify relevant keywords that will increase your ad performance and drive conversions.
1. Use Amazon's Auto-Suggest Feature
Start by typing a product-related term into Amazon’s search bar. As you type, Amazon will suggest related search terms based on what customers are actively searching for. These auto-suggested terms give you a quick insight into popular and relevant keywords. You can incorporate them into your campaigns, but make sure to evaluate their competition and search volume.
2. Utilize Amazon's Keyword Tool
Amazon's Keyword Tool (within Amazon Advertising) lets you input a basic keyword and generates related suggestions. It also provides data on search volume, competition, and suggested bids, helping you identify the best keywords to target and optimize your campaigns accordingly.
Another way to take control of your Amazon ads is with SellerMate’s Live Ads feature. Search for keywords, track your ad rankings, and adjust target bids in real-time to boost your position. Stay competitive with instant updates and ensure your ads get noticed when it matters most.
3. Conduct Competitor Research
Look at the keywords your competitors are using. Analyze their product listings and ads and review sections to identify keywords they might target. While you should never copy their strategy, competitor research can give you ideas and insights on terms that might work well for your products.
4. Analyze Search Term Reports
After running a few Amazon ad campaigns, you can review the search term reports to see which keywords are driving clicks and conversions. These reports show you the actual search queries that resulted in your ad being shown. You can use these reports to refine and optimize your keyword strategy, focusing on terms that generate high-converting traffic.
5. Consider Long-Tail Keywords
Long-tail keywords are longer, more specific phrases that shoppers use when they have a clearer idea of what they want. Though they may have lower search volume, they often lead to higher conversion rates, as the searcher is closer to making a purchase. For example, instead of targeting “headphones,” you could target “wireless noise-canceling headphones for gaming.”
Mastering Amazon keyword research is about building a sustainable bridge between your product and its ideal customer. Analyze, adapt, and iterate, treating each campaign as a learning opportunity.
The "best" keywords aren't just those that drive clicks; they are the ones that consistently connect you with shoppers who become loyal customers.
Let’s discuss how you can select and add campaign keywords for Amazon ads.
Selecting and Adding Campaign Keywords
Once you’ve gathered your list of potential keywords, the next step is selecting and adding them to your Amazon Ads campaigns. This process helps you target the right audience while managing your ad spend effectively. Here’s a simple process to follow when choosing and adding keywords:
1. Organize Keywords by Match Type
Amazon Ads offers three primary keyword match types: broad, phrase, and exact match. Understanding the differences between these match types is essential for controlling how your ads are triggered.
Broad Match: This option allows your ad to appear for searches that include variations of your keyword, such as synonyms or misspellings. While this gives your ads the widest reach, it can also attract irrelevant traffic.
Phrase Match: This match type shows your ad for searches that contain the exact phrase or a variation of it. It offers more control compared to broad matches while still capturing relevant traffic.
Exact Match: Your ad will only appear when the search term exactly matches your keyword. This offers the most precision but limits the reach.
2. Start with a Balanced Mix
It's best to start with a mix of broad, phrase, and exact-match keywords to ensure that your Amazon Ads campaign reaches a wide audience without being too broad. You can refine your strategy over time by analyzing performance data and adjusting match types based on what works best.
3. Negative Keywords
Negative keywords are those terms for which you don’t want your ads to appear. Adding negative keywords to your campaigns is a great way to prevent wasted ad spend. For example, if you sell high-end watches, you might want to add “cheap” or “budget” as negative keywords to avoid attracting bargain shoppers.
4. Monitor and Optimize
Once your campaign is live, it’s crucial to monitor its performance continuously. Use Amazon’s analytics tools to track which keywords are performing well and which ones are not. Over time, you can pause or remove underperforming keywords, add new ones, and fine-tune your bids.
The most important part of selecting and adding campaign keywords is the ongoing process of testing and refinement. Use your data to determine what works, and do not be afraid to remove keywords that are not performing. Your campaigns will grow stronger with each iteration.
Now, we will take a look at three important steps that can help you improve your keyword strategy.
3 Steps to Help Start or Improve Your Keyword Strategy
Starting or improving your keyword strategy for Amazon ads can be daunting, but by following these three actionable steps, you can streamline the process and optimize your campaigns:
Step 1: Conduct Thorough Keyword Research
This step involves using all the tools and methods available to you, from Amazon’s auto-suggest feature to competitor research and keyword tools. Collect a comprehensive list of keywords that are relevant to your products. Don't forget to consider long-tail keywords, as these can be highly effective in driving qualified traffic.
Step 2: Organize Keywords into Relevant Campaigns
Once you have your keywords, group them into themes or categories based on the product you are promoting. For example, if you sell different types of electronics, you can create separate ad campaigns for headphones, speakers, and other products, each with its own set of targeted keywords.
Step 3: Continuously Monitor and Refine
A successful keyword strategy requires ongoing attention. Regularly check your performance reports, monitor clicks and conversions, and adjust your bids or keyword selection. This iterative approach will help you improve your ROI and adapt to changing market trends.
Implementing these three steps will improve your keyword strategy and give you a strategic advantage over your competition. You will also take the time to understand your customers and refine your campaigns based on data. This dedication to improvement will allow you to reach your target audience more effectively and increase your sales.
How SellerMate Can Help You Improve Your Amazon Ads Keyword Strategy?
SellerMate offers a powerful suite of tools designed to streamline and enhance your Amazon Ads keyword strategy. By automating tasks, optimizing keyword selection, and providing real-time performance tracking, SellerMate helps you manage your campaigns more efficiently, ultimately driving better results.
Here’s how SellerMate can take your Amazon Ads to the next level:
Keyword Discovery: SellerMate can help you find new, relevant keywords to target with your ads. It uses various data sources, such as Amazon's search query data and competitor data, to identify keywords that are likely to be profitable for your products.
Keyword Optimization: SellerMate can help you improve the performance of your existing keywords. It analyzes your keyword data and provides you with recommendations on how to improve your bids, ad copy, and landing pages.
Negative Keyword Management: SellerMate can help you prevent your ads from appearing for irrelevant search terms. It allows you to create negative keyword lists that will block your ads from appearing for keywords unrelated to your products.
Keyword Performance Tracking: SellerMate can help you track the performance of your keywords over time. It provides you with detailed reports on your keyword data, such as your click-through rate, conversion rate, and cost per click.
Keyword Bid Management: SellerMate can help you manage your keyword bids. It allows you to set different bids for different keywords based on their performance and your budget.
Ready to optimize your Amazon Ads keyword strategy? With SellerMate, you can save time, reduce ad spend, and improve your ad performance—all while gaining valuable insights into what’s working for your business. Book a free demo today and see how SellerMate can help you take your campaigns to the next level.
FAQs
Q1. How often should I update my keyword strategy?
Ans- Your keyword strategy should be reviewed and updated regularly. Monitor the performance of your keywords through Amazon’s analytics tools, track which keywords are converting, and adjust your bids or add new keywords accordingly. This helps you stay competitive and ensures you are always targeting high-converting keywords.
Q2. How long does it take to see results from my keyword strategy in Amazon Ads?
Ans- Results from a keyword strategy can vary, but you should begin to see some data within the first 7-14 days of your campaign. This period allows Amazon's algorithms to assess the performance of your keywords and make adjustments based on your bid amounts, competition, and search demand.
Q3. How do I know which keywords are performing well?
Ans- You can track keyword performance using Amazon’s search term reports, which provide insights into which keywords drive clicks and conversions. By monitoring metrics like Click-Through Rate (CTR), Conversion Rate (CR), and Advertising Cost of Sale (ACoS), you can assess the effectiveness of your keywords and make necessary adjustments.
Q4. Can I use the same keywords across multiple campaigns?
Ans- Yes, you can use the same keywords across multiple campaigns. However, it’s important to ensure the keywords are relevant to the specific products in each campaign. You may also want to monitor performance across different campaigns to ensure that your keywords drive efficient results in each case.
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