Many sellers have no direction when it comes to determining keywords. Many podcasters will tell you to waste money using Amazon’s PPC Platform to determine which keywords your product converts best. They neglect to tell you that other factors contribute to the success of these campaigns. When starting a campaign on a new product, it is rare you will receive a positive return on your pay-per-click campaign. In most cases, if you spend enough, you will find which keywords, will get you a click, but it’s rare you’ll turn the customers who do click into a sale. (They may have just been attracted to your product photo…you never know.)
So in this article, I am going to break down some keyword tips mainly, how to find the best keywords for your product, how to evaluate competition for this keyword, and how to develop the best keyword strategy for your products, so you will be able to come into battle or avoid certain competitors.
But before that, let me enlighten you to a bad practice.
One Bad Practice
Do NOT put your competitor’s brand into the back office of your keywords. This will hurt your product’s conversion rate. (This also factors into how much Amazon itself will promote your listing outside of Amazon.) Customers who type a particular brand are looking for that brand; it is unlikely, your most times “new,” listing will change their mind from buying an already established product.
Find Your Keywords
Now to finding the best keywords for your product…
The first step is your top-of-mind keywords. If you were to look for your product what words would you put in the search bar on Amazon? You want to start there with exactly what your product is whether it is a “baking mat” or an “iPhone case.”
You then want this think of alternatives to this top-of-mind keyword. If you cannot think of any, this is okay too. It’s not the end of the road. The next step is beginning to type these keywords into Amazon’s search bar (see the picture below to get what I mean…) Amazon will then start giving you suggestions; these suggestions are what other sellers are typing in. You can use this to your advantage.
Amazon PPC Platform (Not What You Think)
The next step is you want to go into Amazon’s PPC platform to see a full list of keywords Amazon thinks pertain to your product.
- Go to Amazon Seller Central portal
- Go to the Advertising tab
- Then click “Campaign Manager” in the ‘Advertising’ tab drop-down menu
- Click “Create Campaign” it will be a gold button
(If you haven’t already set up a quick listing for your potential product)
- Create a Campaign Name, then leave the daily budget on default and the start/end date on default. We won’t be making this campaign live anyway
- You then want to select “Manual Targeting” option for your “targeting type”
- Then click “Continue to Next Step”
- Keep “Ad Group 1” name and then select your product you wish to find keywords for
- Then under the Heading “select a bid and Provide Keywords” you will find Amazon has populated the suggested keyword box with all the phrases Amazon feels match your product.
Amazon’s keywords suggestions
- Record all the keywords that are relevant. (Sometimes competitors keywords and keywords that don’t directly match your product will show up)
Evaluating the Keywords Worth Going For
Amazon only gives you so much space to include keywords. So you cannot optimize your listing for every possible keyword. After all, some of these keywords may only be searched a few times a month.
The free tool you are going to use to evaluate which keywords are worth going for is Merchantwords.com. They allow five free searches a day, you can also pay $9 a month for unlimited searches.
The next step is to input keywords you found in the previous step into Merchantwords and see which keywords have the most searches. You want to pay special attention to those keywords with more than 10,000 searches a month.
Evaluating Keywords You Want to Compete For/Determining Your Strategy
Now that you have identified the keywords with significant search volume, next you will want to determine the keywords you will actually target. This brings in many factors, but the main factor should be the competitors you will face off with, should you rank for the keyword. Learn how to determine who you will be in direct competition with after ranking by clicking the article below.
Now type the keyword(s) you want to evaluate and examine the completion on the search result pages (SERPS) for each keyword. You will want to evaluate the competition on page one and two as they are your actual competition.
Just see page one of Amazon SERP for keyword “baking mat” below (click to zoom in):
If the competition for the keyword is too steep, for example, if everyone on page one has between 750–1000+ reviews, and your product is brand new, you may want to avoid that keyword for now. You will want to wait until your review count is higher (reviews matter on Amazon, this is the reason many Amazon PPC campaigns flat out fail, there’s not enough social proof on new products.)
You may want to strike out the keywords where the competition is too steep to focus on less competitive keyword terms. Ranking among these less competitive products may give your product the boost necessary for real success. Once your product can compete with higher competition keywords, you can re-optimize to take them on.
Call to Action
Regarding keyword tips, these are necessary for your success.
You can now find keywords and optimize to your competitive level.
However, just putting keywords in your listing won’t necessarily help you rank.
For that check out this guide: Success on Amazon AKA Launch Logic
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