Amazon Advertising 101: Understanding Keywords
A high percentage of Amazon customers shop using only the search box. They type in keywords that describe the products they are interested in and browse through the options that appear on the first page of the search results.
Some customers may be more specific in their searches, when they have a clear idea of what they want. Others, keep it very broad. They are looking for ideas before narrowing down their searches. For brands to improve their sales capacity, their products need to appear in the search results for keywords relevant to their products at all levels of search.
Keyword Research
The goal is for a brand’s product to rank high in search results, appearing on the first page for as many keywords as possible for maximum exposure.
A brand should already have a shortlist of keywords it wants to rank for before doing any additional research. You can also do this directly on Amazon by typing a few words in the search box and viewing the autocomplete suggestions.
A product listing rich in keywords has a higher chance of appearing in search results for multiple queries, increasing traffic and sales opportunity.
First, you need to identify what these keywords are. The major keywords will generate the most traffic. The more specific keywords will generate less traffic, but typically have higher click-through rates, as the traffic is more focused.
When doing keyword research, brands can use a variety of third-party tools, such as Helium 10 or Google Keyword Planner. Amazon offers Brand Analytics on Seller Central (For Brand Registered Brands Only) to explore the ranking of keywords and brands on their platform.
After finishing the keyword research, it is important to incorporate the most relevant, high-volume keywords in your product title, bullet points, description, and backend string. For the title and description, avoid keyword stuffing and use natural language.
This will help Amazon’s A9 algorithm understand what your product is and where to show it.
Testing with Advertising Campaigns
A good way to see if Amazon reads your product well is to start a Sponsored products auto-targeting campaign. It’s advisable, before starting the ads, for the product to be retail-ready.
Compared to other services, Amazon auto-targeting ad campaigns are very good in discovering new keywords and products to target. If the product description is done right, it can be a powerful tool in identifying customer behavior, that is to say, how they reach the product and use keywords. The insights of the advertising campaigns can be found by pulling the Search term report.
One thing must be clear, on Amazon the number one priority is relevancy. The products must be relevant to the keywords for them to rank in the search results. To rank better, items need to have good click-through and conversion rates for those keywords. Amazon wants to put products in front of customers that will most likely lead to a purchase.
Ads can help you get sales velocity on certain keywords. With an increase in sales volume, the product will start improving its “best seller rank” thus, moving higher and higher organically.
Using Advertising Reports to Optimizing Listings
Continuously running ads will not only help you improve your BSR, but help you discover actual customer search queries and incorporate them as keywords. Customer searches can be found in the Search Term Report (STR) for each ad type. In addition to the STR, sellers can use the Search Term Impression Share report. By reverse-engineering, with the numbers from this report brands can have an understanding of the total market size for certain keywords and their share in it. These insights can help you strategically select keywords with the largest potential to incorporate in the product description in order to gain more ground in larger markets.
As we can see, keywords play an essential role for products on Amazon. Finding the right set of keywords to position oneself in the market can be a daunting task.
What can we do for you?
While the goal is to run a successful Amazon business, the larger your inventory gets, the harder it becomes to monitor and deal with issues that may arise. At Bellavix, we are dedicated to helping you monitor your account, solve any possible problems and make sure your bussiness grows in sales and ranking. We have the experience and knowledge to make your account reach that next step.
If you have additional questions or want us to help you on your Amazon journey, don’t hesitate to contact the BellaVix Team.
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