To say that 2020 is unique in comparison to the previous five years is an understatement. Even when we limit our discussion to Amazon.com. It also has a lot to do with the COVID-19 pandemic, which prompted many individuals around the world to shift their purchasing habits. To shop more on the internet. Even for items they were accustomed to purchasing in physical stores and markets.
In this new environment, Amazon.com is thriving. Amazon.com expects its consumer products market share to expand from 10% to 12% in the United States. It happened in the year 2019. By the beginning of 2021, Amazon expects to have a 24 percent market share.
All you Amazon Seller CMOs and CFOs out there know what a wild goose chase it was. Your inventory train is falling behind as the market demands more and more… Even yet, there is no time to waste, as all of your competitors are doing the same.
Yes, more people are purchasing from Amazon.com than ever before. However, the size of Amazon’s first page of search results (which accounts for 60% of all purchases) has remained constant. As a result, we needed to work faster and more efficiently in order to obtain a share of this growing industry. Because if we don’t, our competitors will undoubtedly!
It’s all about using the appropriate keywords when it comes to Amazon advertising (whether it’s Sponsored Product, Display, or Brand). You can play around with them, save them for the right season, use them as backend keywords on Amazon to be indexed, bid high or low… However, you must first locate them.
But, before we get into how to conduct Amazon keyword research, let’s go over why we employ them in the first place. So that we don’t just regard them as «Amazon keywords,» but instead tackle the entire investigation with a clear, managerial aim in mind. This allows us to spend less time “throwing darts at the wrong target.”
On Amazon.com, a product can be linked to a keyword in two ways:
• Via the product detail page – this is where the Amazon algorithm scans these keywords for your product, as well as where your buyers learn about it.
• Through Sponsored Ads campaigns, in which you pay to appear as high in the Amazon.com search results as possible, in front of customers who are looking for your goods.
• Keywords in Amazon product listing
The keywords on the product detail page are used to assess if this ASIN matches what a client is looking for. ASIN indexing is the term for this.
There are usually a number of indexed rival ASINs for every highly searched Amazon keyword. With that keyword, each ASIN has a rank. This rank, as you might expect, impacts the order in which these ASINs appear in the search results.
It’s not only about organic searches when it comes to indexing keywords for Amazon listings. When it comes to Sponsored Ads, the Amazon a10 algorithm takes keyword rank into account. If the ASIN is already indexed for that keyword organically, an ad targeting that keyword will obtain a better ranking.
One of our customers was releasing a new product (room wall decors) in autumn 2018 and was hitting a glass ceiling with Sponsored Ads. Regardless of how high the prices were, the ads continued to appear on page 4 of search results.
We saw that the product appeared on page 2 for three keywords. We saw that the product detail page featured a lot of industry-specific terminology and relatively few common language keywords as we looked at the item more thoroughly (that were at the basis of its PPC Campaign).
We witnessed an improvement in Ads position across the board after adding more layperson wording to that item, with Sponsored sales jumping from 2-4 to 10-12 units in just 2 weeks.
The first 250 symbols are used to index the document. Try to include 2-3 of the most common keywords that clearly explain your product and its major features.
Each bullet point’s first 100 symbols are all indexed. Fill in the blanks with the rest of the tier 1 and most comparable tier 2 Amazon keywords.
At least the first 1024 symbols from the backend list will be indexed by the system. So fill in this section with extra 2nd tier keywords and some of the greatest long-tail keywords. N.B. We have a couple more Amazon backend keyword suggestions.
A real human buyer often examines only a few product listing fields to determine whether she has discovered what she is seeking for:
Any potential customer will take a second look at it:
1) When she comes across your goods in organic/sponsored search results.
And if that wasn’t enough to wow her (along with some beautiful product photos),
2) She begins to read about your goods.
As a result, you’ll want this content to be not only keyword-rich, but also very clear, readable, and accurately describe your product and its essential characteristics.
The great majority of purchasers do not read all of the bullet points. Their attention is drawn to the first two. So, when you’re using them to add more keywords, be sure to include some eye-catching information that describes the additional benefits of your product. And make it stand out from the rival products that a consumer could have opened in other tabs.
This section of text is only for the most determined consumers. It’s worth improving and making it just readable for high-priced items (where customers study each product carefully before paying for it). There is no evidence that the system offers a product any additional keyword indexing for terms identified in this section. So go ahead and blow yourself away with the most sophisticated purely marketing texts you can think of.
Sponsored ad groups are another instance where Amazon keywords and products collide.
The Amazon A 10 search algorithm executes a check every time a customer types a search phrase into the Amazon.com search panel. It detects any Sellers’ accounts with one or more ad groups containing keywords that match the search query. Based on their scores, these are sorted into a hierarchy. And it is the position of your product’s Sponsored Ad in search results that is determined by this hierarchy.
And presumably, this is where the prospective consumer will notice it.
Relevant Amazon keywords should preferably be given to multiple Campaigns, each with its own roll-in implementing a specific marketing strategy.
You may always do a manual search to determine whether any ASINs are indexed for a specific keyword.
Open the Amazon.com Search Console and type the following into it:
• Copy and paste the ASIN number you’re looking for.
• After that, enter in a space and the keyword you’re looking for.
• carry out the search
• If the ASIN is indexed, you should get a response like this: «1 result for _ASIN_ _keyword_»
(Spoiler alert: exact match types are our favorite)
A keyword is used in either an exact or broad match type, depending on the Strategy.
It’s worth noting that we’ve left the phrase «match type» out of the conversation.
With only a few of broad match type phrases working as low-bid backups, a well-seasoned PPC campaign is likely to have the majority of relevant keywords in exact match type.
For the following sorts of PPC campaigns, we recommend utilizing exact match type keywords exclusively:
Most products’ Sponsored Ads rely on this to generate the majority of non-brand keyword purchases. In these campaigns, you want to see your most popular terms. This way, you can be confident that any rise in bids will directly affect the position of your ad in all relevant search results.
When it comes to Sponsored Brand Campaigns, precise match kinds are probably the only ones to use. Sponsored Brand Ads get less clicks per dollar than Product Ads.
Indeed, unless we’re talking about Bestseller names, we rarely see brand advertising succeeding at 40-45 percent ACoS. As a result, using any match type other than precise in a Sponsored Brand ad is almost always prohibitively expensive.
So, for your SB campaign in 2020, make sure you only choose the best-selling product (both for SBP and SBV). To achieve those SBP impressions, just use the best specific terms.
Brand keywords are one of our favorites. If Seller’s PL brand is well-known on Amazon.com (at least among its core customers), Sponsored advertisements are likely to result in significant additional sales. In most cases, the smallest ACoS is used.
Selecting 10-15 of the most popular search terms that involve your brand or product name and employing them in this distinct campaign is a good idea for an Amazon PPC manager.
Combining brand keywords with top-performing precise keywords is likewise a bad idea. For the first time, these would reduce the overall ACoS of such aggregation efforts. As a result, looking at campaign-level analytics will not provide you with a clear picture of what’s going on (like ACoS or orders).
And a PPC Manager must be able to do it swiftly because it saves time every day when you go into the data for optimization.
Long-tail keywords that are exact
These are highly relevant keywords that, on average, describe your product in 4-6 words. They are far too uncommon to be noticed frequently, but when they are (and when the buyer sees your Sponsored ad), they usually function admirably.
Similar to brand keywords, you should generally retain these terms in their own campaign. You don’t want to combine their essential metrics (for example, CTR) with those of top-performing keywords.
If nothing else, the fact that fewer purchases are coming from long-tail keywords means you’ll collect data more slowly. As a result, you’ll have to do PPC optimization for these campaigns less frequently.
Plus, if your product is good, you might end up with a best-seller ranking in one or more of your keywords sooner or later. And because of these long-tail keywords, there’s a good chance it will be one. They have less competitors, therefore it’s not a miracle.
Broad keywords are great for funneling Amazon traffic and displaying our goods for searches that we would have lost out on if we had built an exact-only PPC campaign.
We recommend running these in a different campaign to make it work (and now waste marketing cash). And do so at a fraction of the cost of an identical campaign, with bids that are close to or below Amazon’s suggested setup values.
Hopefully, from all you’ve read so far, you’ve gotten a sense of where and how to apply Amazon keywords.
Let’s talk about how to find them now!
Keyword research for Amazon is akin to archeology. Someone has most likely discovered them before you and has already made a profit with them. So often, all you have to do is keep walking down the same route. Maybe even cut a few corners.
In 2020, the terms of the game are simple: more competitors, the same amount of real estate space.
As a result, the performance gap between «ok» and «very good» terms is wider.
With good keywords, there is greater competition to get Ads to the top of the page. So make sure you don’t miss out on any of them, and preferably employ them in exact match types for the most control over their performance.
Some are self-evident and precisely describe your product: its size, color, number, material, usage, user age, and other “solid” characteristics.
Others appear to be OK but are either either generic (“dog collar,” “body lotion,” “desktop lamp,” etc.) or overly ambiguous (“sharp kitchen knife,” “good massage balls,” “cat laser toy,” etc.). The latter will get you a lot of clicks but will also convert poorly because the consumer is at the wrong phase of the buying funnel.
As a result, we advise Seller to always rely on common sense and to be able to identify one from the other immediately away.
If you’re not sure whether a keyword is «very good» or just «fine,» perform a brief (1-2 week) test and let the audience decide. Set the lowest possible bids for these keywords and see how people react to your product in the search results. Then take action based on the company data. If you’re unsure whether to halt poor-performing keywords or not, keep in mind that there are always some fantastic targeting chances to be found in their place.
In truth, you never start keyword research with nothing.
After all, you have given your product a name. Simply go to Amazon.com and type it in the search box. Alternative alternatives connected to your search phrase should be provided by Amazon, such as:
You can accomplish the same thing directly from the Seller Central Advertising Manager or the Advertising Console. When you create a new campaign and choose your product’s ASIN, the system will analyse the content and recommend some seed keywords it thinks are relevant (along with the suggested bid values). As follows:
No, not all of these keywords will be beneficial. So, when deciding which ones to continue with, utilize common sense and personal knowledge of your product.
A Seller can always use these basic free Amazon keyword research tools. They should be sufficient to move on to the next level. Moreover, given the year 2021, it’s definitely the most effective way to get lucrative Amazon keywords quickly:
You can extract a large number of very powerful keywords from your competitors’ listings.
Because their ads appear at the top of search results for your top-performing keywords, it’s safe to assume they’ve done their homework. This includes the time it takes to create a keyword-rich product detail page.
So this is where you should actually start collecting the best and most chosen search phrases, in order to construct a great PPC campaign and your own product description page that is on par with the best.
There are numerous apparent and not-so-obvious fields to do so (some of which we’ve already explored in the section «Where the keywords meet the product»):
Make a list of all the keywords you’ve come across. And arrange them such that you can quickly see which keywords are most likely to be relevant to your product (we’ll call these 1st tier keywords) and which are 2nd tier keywords (including long-tail keywords).
You’ll want to double-check that they’re relevant to your product for the first tier. Re-enter each of them into the Amazon.com search box. Also, keep an eye on the search results. Congratulations, you’ve found a solid term if 80-90 percent of search result products are the same as yours! Rinse and repeat as needed.
Do relevant products appear in fewer than 60% of search results? Well, congratulations once again! You’ve just saved yourself a few hundred dollars by not wasting time trying to sell your product using the incorrect keyword. Make sure to include this one in your list of negative keywords.
The analysis of competitors is only the beginning of thorough free keyword research. Especially if your product is selling well and every additional term you find will almost certainly result in additional sales.
We frequently use the Google search console and the Google Ads Keyword Planner tool for broader Amazon keyword research (you’ll need to register an empty Ad Words account to use it, but the basic functionalities are free).
Google’s search console will function similarly to Amazon’s (i.e., it will make suggestions). Because Google’s search algorithm is superior to Amazon’s, and Google has substantially more data streaming through it at any given time, some new keywords from there are more likely.
Up to ten keywords can be entered into the keyword planner (using 2-3 words per keyword entry to achieve optimal results). As follows:
Amazon keyword phrases
And Google, with all of its computational power and massive databases, should be able to provide you with some new ideas. There are a lot of them:
Keyword Planner by Google Ads
However, an Amazon PPC manager must exercise caution when dealing with Google search results. After all, Google is a search engine: people use it to look up information for a variety of purposes. And it’ll be reflected in the keyword! Amazon.com, on the other hand, is unique in that the great majority of visitors are trying to buy rather than learn about products.
So, if you’re working with Google-derived keywords, remember to utilize common sense. Ignore keywords like «what is X,» «where to get X,» «DIY X guide,» «work at X factory,» and other terms that clearly have nothing to do with finding or purchasing your product.
When you combine your tier 1 and tier 2 keywords from all of the sources listed so far (and double-check using the Amazon.com search console), you should have found 60-80% of keywords that are actually relevant to your product.
Finding the remaining ones is usually a protracted task that includes some judicious use of the Search Term Report.
Now that we’ve covered the free Amazon keyword research tools, let’s look at other areas where we may save money.
Amazon is one place where you can receive relevant search phrases (firsthand) for money.
Many Amazon PPC blogs recommend employing wide match type keywords in the early stages of your new Amazon PPC campaign to gather data on ASIN-related relevant keywords.
This has always sounded to us like «a lazy technique for those Sellers who don’t want to bother with good keyword research.» But wait, there’s more! If you have the funds and a limited amount of time, this is a really practical option for keyword research. Because it is about your specific product in your specific market, it will provide first-hand and incredibly dependable results to work with.
Simply replenish your Amazon Advertising budget by launching a temporary Sponsored Product campaign with a single ad group including 4-6 broad match type keywords (e.g. the one you came up with from examining the competitors). Set the lowest recommended value for the bids. And then there’s waiting.
Amazon will begin to display your adverts in response to more or less relevant search requests… and you should be able to look at the Search Term Report in 1-3 weeks. You should be able to determine which Search Terms resulted in higher CTR and sales after reviewing this information. You select the best and place them in a full-time exact match type Campaign, where they will run advertising as usual.
You can use one of the well-known third-party keyword research tools instead of building up your own temporary small PPC campaigns. For a reasonable fee, SaaS such as Helium 10, Jungle Scout, or Merchant Words will gladly show you all of the search terms related to a product.
They’ll sift through Amazon’s search term database for you, returning a large number of permutations of more and less relevant phrases. Each of them will be given a slew of helpful performance statistics, such as:
In other words, you’re in for a major shortening of the lengthy process we’ve just outlined.
And if your Amazon business relies on a large number of new products being evaluated and offered to different markets, you’ll appreciate the time savings these paid keyword search services provide.
If you’re a busy Amazon Seller (or a very busy PPC Manager) with dozens of products and/or Seller accounts to manage, you’ll need more than just keyword harvesting. These are SaaS businesses and agencies that have stepped into the shoes of Amazon PPC sellers and are now offering more tailored services to make day-to-day Amazon PPC management easier. The first stage is included (i.e. keywords harvesting).
For a few years now, ZON tools have been available on the market. They specialize in assisting Amazon sellers with more comprehensive keyword research, including competitor ASINs and relevant Categories, as well as other targeting choices for future PPC campaigns.
All of these targeting assets are gathered and automatically bundled to make Sponsored campaign setup easier. However, ZON tools don’t simply provide Sellers with a well-crafted PPC Campaign draft; they also provide automated optimization services to keep it running well. They do it all: harvesting additional keywords, disabling the ones that aren’t doing well, and daily optimization.
And, most importantly, they’ve provided a simple Strategy-based control over it all, which we at Profit Whales believe is the best thing they’ve done. Simply choose a preferred (defensive, aggressive, or break-through) Strategy, and the PPC optimization should take care of the rest.
Ad Badger is a brand that not only works as an Amazon Advertising agency, but also spends a lot of effort into teaching the Amazon Seller community. In fact, they vow to continue to educate their clients and employees while providing agency services.
Which, by the way, is extremely significant and might be a godsend to a medium or large Amazon seller:
What Tool4seller does for sellers ready to pay and lighten up on their Amazon efforts is entirely different. Instead of offering the Seller the monkey job, they offer her tools to make her life simpler.
Tools that make it possible to make considerably more informed decisions. Tool4seller, in our opinion, is the ideal companion for an experienced Amazon PPC Manager who knows what he’s doing. Take a look at what they do:
Provide an integrated alarm system to track PPC performance and notify Selle of issues such as:
Really, it’s a Swiss-army knife for Amazon product launch and keyword research. There will be much fewer dropshippers on Amazon in 2020 than there were five years ago.
It’s a good thing, too, because Viral Launch’s servers would likely be overloaded 24 hours a day, seven days a week. Nonetheless, they provide a powerful collection of services that will benefit even the most dedicated Private Label Amazon Seller:
When it comes to rapid yet thorough research, all of these tools are well worth their money (which by definition takes a lot of time and repetitive work). If you believe that working and functioning at a faster pace on Amazon in 2020 pays dividends (and you should), checking out one or more of these tools may wind up costing you more than they are worth to your organization!
From 0 to 1
Profit Whales has spent years building a proprietary Amazon PPC manager-aid software as well as providing Agency services. We’ve assisted Amazon sellers in increasing their sales by 10% in three months, capturing and protecting Best Seller badges, and running outstanding Sponsored Ads campaigns for an Amazon business on sale in order to enhance the price tag.
And we’ve discovered something crucial. SaaS solutions are excellent. However, it is not the finest. A dedicated group of PPC managers can be the most effective… Obtain advice from a Qualified Expert on your Amazon Advertising campaigns
Request a Free Consultation
Take a look at our website to see whether this is something that your company could profit from. We’re continually looking for new opportunities for collaboration and profit.
We’d like to say a few words on what to do next with your Amazon PPC campaigns now that we’ve gone through the Amazon keyword research tools.
When it comes to releasing real customer search data, Amazon.com isn’t exactly generous. If you’ve already performed a Sponsored Ads campaign, you’ll be able to access this report. If you’ve already paid for it, that is.
Running a broad-match campaign as one of the techniques to acquire first-hand keywords for an ASIN has already been mentioned briefly. We, on the other hand, use these campaigns in a variety of marketing methods, not just on Stage 1.
These campaigns often have a low expenditure (1/10th or less of a proper selling PPC campaign like «Top-performing precise») and are targeted at a specific demographic. All of the target keywords we choose are a mix of high-performing broad match keywords. The bids are also low, falling inside the bottom 25% of all bids for a specific term (if not lower).
Most significantly, these advertisements include extensive lists of negative keywords, ensuring that they never compete with any specific search phrases we’ve previously uncovered, and that they don’t appear for any search terms we’ve previously shown unsuccessful. These campaigns continue to produce erratic outcomes in Search Term reporting.
And we recommend checking them out on a regular basis to gather some prospective positive keywords as well as unfavorable ones that may have escaped our notice previously.
Simply keep “checking the nets” (i.e. Search Term Report) on a frequent basis for new catch of both good selling keywords and negative keyword candidates.
If a Seller wants to stay on top of things, she should go to another location periodically. The feedback from customers. Customers frequently refer to your product and its characteristics in the same manner they would in everyday conversation. As a result, reviews are a reliable source of first-hand information about your product and the features that your customers value.
We once assisted a dog treat dispenser PL maker with their product.
Wow, that was a rather long read!
Let’s take a brief look at what we’ve covered thus far:
Of course, each product is unique!
Customers interested in purchasing them are as well.
We’ve seen all the keywords (all match types combined) generate a meager 20% of total advertising sales on two occasions. The rest was provided by simple automated campaigns, covering over 80%.
But in all honesty, the other 99% of customer accounts we run Amazon PPC for on a day-to-day basis — totally depend on the right keywords and ASINs we pick to target our Ads at.
Each case is different and many deserve a unique and thoughtful approach to achieve maximum sales and the best ACoS.
So we urge all of you good Amazon Sellers and Managers out there — never stop your efforts!
Experiment! Experiment with different marketing methods. Change the product’s name. Use different pictures. Try low bids, try high bids. Set Top-of-Search bid increase to 50% and see if this helps your sales. Create a Halloween campaign where you combine your most trustworthy keywords with “Halloween” or “gift” or “scary” keywords — maybe this will give you a few days of stellar sales in autumn, who knows?
Be bold and be brave, fellow Amazonians! Make 2021 your best year!