Selecting the right keywords is a critical step for optimizing Amazon PPC performance. Keywords should be relevant to the products, have sufficient search volume, and match user intent. The wrong keywords lead to high costs and low conversions.
Keyword selection impacts three key areas – relevance, volume, and intent match. Relevant keywords attract interested shoppers likely to purchase. High volume keywords get more impressions and clicks. Keywords matching user intent result in higher clickthrough and conversion rates. Continuously refine keywords based on performance data to maximize sales and return on ad spend.
The Role of Relevant Keywords in Amazon PPC
The keywords used in the campaign targeting and ad copy directly impact how well ads will perform, so it is important to choose wisely. When relevant keywords are used, ads are more likely to be shown to interested customers who are searching for related products. This leads to higher click-through rates, lower costs per click, and more conversions.
On the other hand, using broad, irrelevant keywords results in low click-through rates from uninterested users. This wastes ad spend and drives up costs without generating sales. So how can you identify and use relevant keywords to boost Amazon PPC performance?
Start by brainstorming a comprehensive list of keywords that are directly related to your products. Think about the features, benefits, uses, styles, brands and any descriptive words that customers may use when searching for your items. Also include common misspellings and synonyms. Use Amazon’s backend keywords report to see how users are actually searching for products like yours.
Organize your keywords into ad groups so that each ad group only targets closely related search terms. This allows you to customize your ads and bidding strategy to match each keyword theme. Avoid stuffing too many broad phrases into one ad group.
Analyze keyword performance on an ongoing basis. Sort keywords by metrics like click-through rate, cost per click and conversion rate. Pause or remove keywords that are not generating results. Increase bids on the most relevant keywords that are driving conversions.
Use negative keywords to exclude broad matches that bring in irrelevant traffic. For example, if you sell tennis rackets, add “tennis balls” and other unrelated terms as negative keywords. This saves you money by not showing your ads to uninterested searchers.
Refining your keyword lists to include only tightly matched, high-performing phrases is key for PPC success on Amazon. Taking the time to research and organize your keywords will directly translate into lower costs and higher sales.
Keyword Volume Matters for Maximizing Impressions
Keyword volume is one of the most important factors to consider when selecting keywords for an Amazon PPC campaign. The volume, or search demand, for a keyword indicates how often that keyword is searched for by customers on Amazon. Keywords with higher search volume present more opportunities to show your ads and drive impressions. Therefore, maximizing keyword volume in your PPC account is critical for generating the most possible impressions for your ads.
When evaluating keyword volume, look for keywords that receive at least 1,000 searches per month. These high-volume keywords should make up the core of your PPC keyword strategy. Prioritizing keywords with the highest volumes will expose your ads to the greatest number of searches. Just be sure to balance volume with other factors like relevance and competitiveness so you don’t waste impressions on keywords that won’t convert.
In addition to individual keyword volume, also consider the aggregate volume across your entire PPC account. The more high-volume keywords you can include, the more total impressions your account will accumulate. To maximize volume, expand your PPC keyword list over time by adding new relevant keywords with high search demand. Use Amazon’s Keyword Tool to discover new keyword opportunities you may have missed. Checking search volumes regularly and incorporating new high-volume keywords will ensure you continue to drive maximum impressions.
Don’t just focus on the highest volume keywords, however. Medium and low-volume keywords still play an important role. They allow you to tailor your PPC strategy to your goals, such as targeting specific products or demographics. Just be cautious about keywords with extremely low volumes, as they may not generate enough impressions to warrant your ad spend. Find the right balance of high, medium and low-volume keywords that align with your PPC objectives.
In summary, prioritizing keyword volume is crucial for generating more ad impressions and visibility for your Amazon PPC campaigns. Consistently add new high-volume keywords to your account, while balancing volume with relevance. Monitor keyword volumes regularly to uncover new opportunities. With the right mix of keyword volumes across your account, you can maximize impressions and the reach of your PPC ads.
Matching User Intent With Keywords Increases Conversions
Matching user intent with keywords increases conversions because it ensures you are targeting people who are actively searching for your products or services. When someone searches on Amazon, they have a specific need or intent behind that search query. If your keywords and listings align with that intent, you are more likely to appear in the search results for relevant queries. This increases your visibility to potential customers who are already interested in buying – primed for conversion.
To boost conversions through keyword selection, you need to thoroughly research the search terms buyers are using to find your products. Look at both broad match and exact match keywords to understand all the different ways people search. For example, someone may search “dog toys” but another may search “plush squeaky dog toys.” You want to target both types of keywords so your listings appear for all relevant searches.
Analyze keyword search volume data to identify high-traffic keywords that indicate buyer intent. Pair these with long-tail keywords that are more specific to your products. Ensure your title and product descriptions directly reflect the keywords so search engines make the content connection. This helps your listings rank when people search those terms.
Also consider what questions buyers may have in their research process and target informational keywords. For example, dog owners may search “how to choose safe dog toys” or “dog toys for strong chewers.” Creating content around these keywords brings your listings into more search results.
The closer your PPC keywords are aligned to user intent, the higher chance of conversions. Continuously refine keywords based on search analytics and which terms actually drive traffic and sales. Eliminate low-performing keywords that aren’t relevant to capturing buyer intent. With a targeted, high-converting keyword strategy, you can maximize Amazon PPC performance.
Continuous Optimization Using Performance Data
Continuous optimization using performance data is critical for maximizing the effectiveness of an Amazon PPC campaign. By closely monitoring and analyzing performance metrics, advertisers can identify opportunities to refine targeting, improve ad copy, adjust bids, and optimize other campaign elements. This allows for progressively better results over time.
One of the most important aspects of PPC optimization is monitoring keyword performance. Looking at metrics like impressions, clicks, CTR, costs, sales, ACoS, and search term reports can reveal how well different keywords are working. High performing keywords can be allocated more budget, while low performing keywords may need revised targeting or bids. Analyzing search terms is also useful for discovering relevant keyword variations to add.
Listing optimization is another key element of continuous improvement. Listing titles, descriptions and other text can be A/B tested to determine which variants produce the best CTR and conversion rates. Listing copy should also be refined to align with popular search queries in search term reports.
Bid adjustments are a powerful optimization tactic. Bids can be increased for high converting keywords and decreased for low converters. Automated bid strategies like Target CPA can take care of bid management, but ongoing checks are still needed to ensure bids align with performance goals. Bids may also need refined based on day parting data.
Beyond keyword, ad copy, and bidding optimizations, campaigns can also be improved by adjusting targeting options. Refining product targeting, placements, audiences and other options can help focus the campaign on the most relevant traffic. Testing different targeting approaches can reveal optimal configurations.
While automation and algorithms can handle much PPC optimization, the human touch is still important (which is why Signalytics takes a hybrid approach to PPC management). Experienced PPC experts can spot opportunities for improvement that technology might miss. Their knowledge and insights are key for making optimizations that significantly enhance performance. Continually optimizing PPC accounts requires a balanced approach of automation and human expertise.
In summary, by constantly monitoring campaign data, testing new approaches, and refining every element of an account, advertisers can achieve progressively better results over time. PPC success depends on relentless optimization utilizing all the performance data available. A curious, analytical and iterative approach is needed to maximize the potential of PPC through continuous improvements.
Conclusion: Keywords Are Critical for Amazon PPC Success
Keywords are absolutely critical for Amazon PPC success. The keywords you select will directly impact your ad relevance, click-through rate, conversion rate, and ultimately your return on ad spend (ROAS). When running Amazon PPC campaigns, advertisers must take care to choose keywords that accurately describe their products and match their potential customers’ search intent. There are a few key best practices for choosing effective keywords that will drive greater performance.
First, make sure to include all relevant keywords and variations of your main keywords in your campaigns. Don’t just include the exact product name, but also include misspellings, synonyms, broader terms, longer phrases, etc. The goal is to anticipate all the ways customers might search for your products. Using long-tail variations and phrases will improve your ad relevance for more specific searches. Just be sure not to make your keywords overly broad where they will match unrelated searches.
Second, organize your keywords into well-structured campaigns and ad groups around common themes. Each campaign should target a specific product line, brand, or customer segment. Then group closely related keywords together in ad groups for more relevant targeting. This organization will allow you to customize your ads, bids, and landing pages at the more granular ad group level.
Third, set appropriate match types for each keyword. Use phrase or exact match for more precise terms like brand names and product identifiers. Use broad match for generic keywords where you want to maximize reach. Modify match types to balance traffic volume with relevance. Monitor search query reports to find new keyword variations and negate irrelevant queries through negative keywords.
Fourth, bid appropriately for each keyword based on its performance and potential value. Set higher bids for your most profitable and high converting keywords. Use auto bidding strategies to optimize bids based on your targets. Adjust bids down for irrelevant queries and low performers. Regularly review keyword metrics like click-through rate and conversion rate to identify winners vs. underperformers.
Lastly, routinely analyze keyword performance and search for new opportunities. Add new keywords that are driving relevant traffic or conversions. Eliminate low performing keywords that are not generating results. Stay on top of reviewing keyword metrics, search terms, and bidding strategies. A well-managed keyword approach is essential for success with Amazon PPC.