There are more than a few ways that you can do keyword research to run an Amazon advertising campaign. If you want to be successful, however, you need to go about it purposefully. You want to optimize your Amazon advertising campaigns so that you have only maximum-impact keywords that don’t waste your budget, attract buyers not browsers, and more of the ones who want your products.
Below is our top strategy that you can use to systematically research keywords and implement them in your Amazon advertising campaigns. This way, you can make the most of the opportunity for targeted visibility and increased conversions while lowering your Advertising Cost of Sales (ACoS).
Leverage Auto and Manual Amazon Advertising Campaigns
One very good way to research keywords is to run an Amazon advertising auto campaign version and a manual one at the same time. This is especially useful when you’re just starting out or you don’t have a list of keywords that you have been able to verify as effective. You will have the same products in each campaign, only changing the keywords for the manual version.
1. Start with an auto campaign
Run an auto campaign for a few products that you want to boost. Your auto Amazon advertising campaign will have pre-selected keywords that are added to the campaign based on a running algorithm that continually tests new keywords. Use a broad match approach to start with so you can get a good variety of keywords to test. This is your starting point.
You might get some nice traffic from this campaign, but don’t bet on it, especially not at first. Amazon does have a lot of advertising data that it is already using to drive its algorithm. Amazon advertising takes note of the millions of searches performed on the platform every month – most of them from purchase-ready customers. It’s a pretty great starting point.
Amazon keyword data, however, is far from perfect. Amazon advertising is still testing out these keywords, and adding new ones all the time. The input will always therefore be somewhat raw, and will only be refined through time – time that will drain your budget. You need to be pro-active and take control to improve your Amazon advertising and beat out the competition for the top spots.
2. Review your auto campaign
As keyword performance data comes in to your auto-targeted Amazon advertising campaign, you will see which keywords are performing well. These are the ones that have a good number of clicks as well as high conversion rates, or high click-through-rates (CTR), and which ones are the most relevant (through a manual scan of the data). Note that keywords with a high number of clicks but low conversions will eat up your budget.
Allow 30 days for data to accumulate so you get a more accurate reading on keyword performance. Note as well that you shouldn’t look at the data for the last seven days. During this tallying period, Amazon includes clicks where a customer left without purchasing – possibly buying from someone else – and then later came back. Analyzing campaigns through Seller Central can be tricky. You have to use the fixed time frames in the Amazon advertising manager and work around them. First, look at the data for the last 30 days. Next, look at the data for the last 7 days. Work out the impact that the last 7 days has on your keywords versus the last 30 days, adjust for it, and glean your best performing keywords. Repeat this process every 30 days – and don’t be a day early or late or your data analysis will be off. You can also look into the newer custom date range option to make things easier.
3. Run a corresponding manual campaign
Remember that it’s only the keywords that you will be changing for your manual campaign. After the auto campaign testing period, copy the good keywords and paste them into an identical manual campaign. As more keyword data comes in from your auto campaign, add the good keywords to this manual campaign. What you are doing is essentially further testing the automatically selected keywords and using only the best ones to create a high-performing Amazon advertising campaign.
4. Adjust your keyword bids
Adjust each keyword bid in your manual campaign individually to further enhance the campaign’s performance. Do this every time you add keywords from your auto campaign – every 30 days. Prioritize the keywords with the highest clicks and conversions – increase the bid – and give the less stellar ones a chance – lower the bid, but keep monitoring. As more data comes in, you may find that the ones that were not so good at first are gaining traction. Adjust accordingly.
5. Monitor and sort your keywords
Make sure that you are keeping clear records of all your data each 30-day period. You will need to closely monitor each keyword’s performance if you want to find the best ones and really optimize your campaign.
If after a few 30-day cycles you notice that some keywords just aren’t performing well, you ave two choices. If you think they can do better, keep the bids on them really low. If you think they don’t have potential, don’t remove them from the campaign but add them as negative keywords so you won’t pay for them but you can still gather data from them.
Perfect Your Amazon Advertising Strategy
Amazon advertising is a great way to sell more faster, and to increase your organic rankings in the process. You have to be intentional about it, though, if you want it to work for you. The competition is fierce, and you want to be on top for the whole process to be worth your time and spend. Through PPC optimization, you will be able to tweak your Amazon advertising through time to give you the best results. This way, you can climb to the top and have a good chance at staying there.