The key to Amazon Ads success is having a good keyword strategy. For Sponsored Products and Sponsored Brands campaigns, keyword targeting is typically a potential customer’s first chance to click on a product detail page or branded storefront.
Brainstorming branded and unbranded keywords
When you start working on your keyword strategy, you want to make sure you have a good understanding of the products you’re promoting and how that product category stands on Amazon. I want to know some of the… Now open a new spreadsheet and divide it into two sections. This is done to separate the non-branded keyword list from the branded keyword list. Brand keywords are words associated with your brand. In the example below, for water bottles, the brand keywords are “Hydro Flask” or “Gatorade Water Bottle”.
Then spend some time brainstorming, researching, and creating a list of keywords for each group. These two lists will help you lay a strong foundation for your Amazon Ads keyword strategy. As you research more keywords, Amazon has some tools to help fill in the rest of the list.
Brand analytics search terms tool
Usually the most useful tool for me is the Brand Analysis Search Term tool found in Seller Central. Enter a search term in the search bar to see the top search terms for that query and the top three clicked products. The tool also shows search frequency rankings across Amazon. The closer the search frequency rank is to 1, the more popular the search is on Amazon.
Stick to the water bottle example. As you can see, this list includes not only broad searches, but also searches for popular brands such as Hydroflask and Gatorade. You also have the option to change the date range if the product you are advertising is seasonal. We would like to change our reporting scope quarterly to provide as much data as possible. You can scroll through the list to come up with new keywords, or download the list to a spreadsheet to easily navigate through long lists.
Another great way to use this tool is to get your ASINs (Amazon Standard Identification Numbers) and your competitors’ ASINs and search for them in the other search bar provided by this tool. This will show you the top-ranking search terms for that individual ASIN. In the example below, I used his ASIN for Gatorade water bottles. When you do this, you can still see the search terms, search frequency rank, and the top three clicked products for each search term.
Amazon Ads Campaign Builder
Campaign Builder will suggest some keywords to help you fill out the rest of your list. If enough data is available, you can also see recommended bids. This can be important to know. Certain keywords can be too expensive to target and get a good return on investment.
When you enter your target ASIN in Campaign Manager, you’ll see a list of suggested keywords and suggested bids from Amazon.[追加]You can easily target any keyword provided by Amazon with the click of a button.
With the two lists in place, you can start working in the advertising console. We highly recommend creating separate campaigns for branded and non-branded keywords. This will help you assess and organize the performance of each. Amazon also has automated campaigns that you can run to see what search terms Amazon pulls from your product detail pages.
Your job isn’t done yet when the campaign is launched. I believe the keyword list is constantly evolving. This he works in two ways. As you monitor performance, if you give a keyword enough time and it’s not performing well, pause the keyword and remove it from your keyword list for future use. I also like to go back to my brand analytics tool and campaign manager to see if new non-targeted search terms are ranking. Once the campaign is running,[測定とレポート]You can download the search terms report on the tab. Using the broad match type can result in some search terms that perform well but aren’t specifically targeted. Add them to your keyword list before adding them to your campaign so you can better monitor their performance and adjust your bids accordingly. A strong keyword strategy is constantly evolving and adapting to the market. This requires monitoring performance and making regular adjustments.
With a strong keyword base, our advertising strategy with Amazon Ads got off to a strong start. By taking the time and research before launching a campaign, you can set your advertising off to a strong start, meet your client’s goals, and set future campaigns a success.
