Content:
- Achieve maximum reach with good keyword research
- Amazon PPC Keyword Research: 4 Effective Approaches
- Automated keyword research with automatic PPC campaigns
- Sonar: Free tool for Amazon keyword research
- Research keywords with competitors
- Amazon autocomplete use
Using keyword research to realize the full potential of Sponsored Products
Currently, many relevant keywords on Amazon are not yet covered by "Sponsored Products" campaigns. So many traders are not yet using the full potential of Amazon PPC. Good keyword research offers the opportunity to increase the reach of your own PPC campaigns and place your products on relevant keywords where there is little or no competition and thus low click prices. This article presents several powerful keyword research approaches for Amazon PPC campaigns.
Achieve maximum reach with good keyword research
Good keyword research is the prerequisite to reach all potential customers through Sponsored Products campaigns. Only if one also offers all relevant keywords, one can appear also everywhere with its advertisements.
This article presents several powerful keyword research approaches for Amazon PPC campaigns.
Amazon PPC Keyword Research: 4 Effective Approaches
Automated keyword research with automatic PPC campaigns
One way to operate for the keyword research minimum effort is automatic Sponsored Products Campaigns. Here, Amazon decides on the basis of product information (including title, attributes, general keywords and category of the product and shopping history of the customer) completely independently, in which searches the ads are played. Merchants only have to set a budget for the campaign and a default bid for the click price, but do not even research keywords.
Unfortunately, automatic campaigns also have one drawback: As part of the automatic display control, the ads are also shown on many irrelevant search queries. This can lead to many unnecessary clicks and costs. The default bid for the click price of an automated campaign should, therefore, be set rather low. In addition, you should regularly exclude irrelevant keywords about negative keywords from being served. In addition, the best search terms can periodically be converted into a separate manual campaign as keywords, where they can be optimized for the highest levels of profitability by more accurately controlling ad dispersion and delivering a keyword-specific bid.
Compared to automatic keyword research, manual keyword research means more effort. But it has the advantage that you can exclude irrelevant keywords from the beginning and thus avoids unnecessary costs. In addition, one finds in thorough own research most likely more keywords that would not select Amazon in an automated campaign.
For manual research, there are the following effective approaches.
Sonar: Free tool for Amazon keyword research
Marketplace Analytics Sonar is a free Amazon Keyword Research tool designed specifically for Amazon dealers. Sonar provides a database of millions of real Amazon customer search queries that can search for keywords for Amazon advertising campaigns. Sonar also provides the respective Amazon search volume for these keywords.
Currently, sonar keywords for all European marketplaces (DE, UK, FR, IT, ES) and for Amazon.com can be searched.
Sonar offers the following search options:
- Keyword: Sonar suggests keywords that contain the input source keyword. For the keyword "briefcase" Sonar delivers, for example, the suggestions "briefcase leather mens", "briefcase din a4" or "ladies briefcase big"
- Advanced: Sonar does not only suggest keywords that contain the source keyword but also keyword-related keywords. For example, Sonar suggests the keywords "business bag", "work bag", "document folder", "shoulder bag" or "teacher bag" for the starting keyword "briefcase".
- ASIN reverse search: Sonar indicates which keywords the product organically roams with the entered ASIN and which keywords display Amazon PPC ads for the product. In this way, it is possible to research which keywords competitors use in their products and which keywords they use to display ads.
- Translate: As described above, Sonar allows you to search keywords in national language for all European marketplaces as well as Amazon.com. In Translate mode, you can even enter a German keyword and get keywords in the local language for the selected target marketplace. With the keyword "briefcase" you get eg for Amazon .es the keywords "maletÃn", "portfolios" or "maletÃn Trabajo".
- All keyword suggestions can be downloaded as a CSV file to evaluate them eg in Excel. Once all relevant keywords have been selected, they can be added to a Sponsored Products Campaign via Copy + Paste.
Research keywords with competitors
If you look at the product pages of your competitors, you will often find more keywords that you can integrate into your advertising campaigns. To do this you simply start a search with a central keyword of the product on Amazon and then analyzed the product pages of the competitor's products (title, attributes, description, possibly also customer reviews).
Amazon autocomplete use
With Amazon AutoComplete you can use Amazon itself as a source for keyword research. In auto-completion, Amazon displays keywords that are regularly searched by customers, so you get very relevant keyword suggestions here. To start the search, enter a keyword in the Amazon search box. Amazon will then display matching, similar queries. By typing eg the letters AZ in addition to the keyword, you get further keyword suggestions.
Using keyword research to realize the full potential of Sponsored Products
Currently, many relevant keywords on Amazon are not yet covered by Sponsored Products campaigns. So many traders are not yet using the full potential of Amazon PPC. Good keyword research offers the opportunity to increase the reach of your own PPC campaigns and place your products on relevant keywords where there is little or no competition and thus low click prices.
This guest article was written by Franz Jordan, Marketplace Analytics.
About Marketplace Analytics:
Marketplace Analytics is the leading analytics and optimization platform to increase success on Amazon. It is used by Amazon merchants as well as international brands to optimize rankings and advertising campaigns, manage product reviews, monitor competitors, and more.
