Keywords are words and phrases that define what your Amazon listing is about, and they are just as important for optimizing your Amazon ads as they are for optimizing every other business website on the internet. Keywords are the glue between what people are searching for on Amazon and what you are providing. Some keywords may get a couple of hundred unique searches, while others get hundreds of thousands. However, when the right keywords are used, visibility for your products will increase, and your business’ success will skyrocket.
You may have years of selling experience on Amazon and encountered a great deal of success, but consistently churning out keywords that generate sales takes time and hard work. Frankly, unless you think like your customers, brainstorming alone won’t help you find relevant keywords for your Amazon ads. These tips for effective keyword research for your Amazon ads will help you out!
Strategies to jump-start your keyword research
A 2016 study by Bloomreach showed that shoppers begin their search for products nearly two times more often on Amazon than Google, a trend that continues today. Still, an excellent place to start testing which keywords trigger product listings is Google. Type a keyword or keyword phrase into the Google search box, then look to the bottom of the page to see related searches.
For example, if you type “patio lighting” into the Google search bar and look to the bottom of the page to “Searches related to patio lighting,” you can find:
- Outdoor patio lighting
- Outdoor patio lighting fixtures
- Patio lighting ideas
- Patio lights
- Patio string lights
Related search listings give you an idea of what word or words people will use when searching on Amazon as well. You should also review your competitors’ product listings on Amazon. Check out the name of their product(s) and product descriptions. Look at sites like eBay, Etsy and other similar marketplaces.Look at reviews of your competitors’ products as well; you may discover keywords that your potential customers are using but your competitors are not.
Another research technique is plugging some relevant keywords into Google Trends. Look at the search results over time and decide if the keywords or keyword phrases that you’ve selected have an upward trend. Then scroll down the page to “related queries” for additional searches related to your keyword.
Keyword tools – free and paid
Everyone, no matter how long they’ve been selling on Amazon, could use a little help now and again brainstorming the right keywords. There may be keywords or keyword phrases that you’ve overlooked or never thought of prior. So, the next time you lack inspiration when deciding which keywords to use in your Amazon ads, take advantage of the following tools to expand your keyword search.
The best thing about SEMrush is that it is simple to use and updated regularly. By typing a keyword into their Keyword Magic Tool, you can get over two million keyword ideas, pick the best keywords and save them in Keyword Analyzer. You can even create up to 50 target keyword lists and export your chosen keywords to other SEMrush tools.
Like SEMrush, Moz offers a Keyword Explorer to help you discover the best keywords for your Amazon ads. Sign up for free and get 10 free queries per month. For additional tools, start your 30-day free trial of Moz Pro and tap into custom keyword reports and more.
Google AdWords Keyword Planner
AdWords Keyword Planner is first rate for building a keyword list that’s relevant to your Amazon listing. It takes a little time to plug in all your information into AdWords Keyword Planner, but because Google stays on top of keyword trends, your search will provide a great list of keywords to use in your Amazon ads.
Ahrefs offers a free seven-day trial to help research the exact keywords that your competitors are ranking for in search results, grow your search traffic and monitor your niche. They offer 24/7 support, a private Facebook community to share ideas and get advice, and tools that can be tailored to your Amazon listing.
Keyword tool is also simple to use. It will help you automate and speed up your keyword research. Maybe you have a long list of keywords and need help determining if they are relevant to your Amazon ads. Keyword Tool can help with this also. In addition to getting search volume data based on the keywords you plug into their system, you’ll also be able to generate keyword phrases from Google, YouTube, Amazon, eBay and Bing.
Check out blogs that use your keywords
While you can promote your Amazon products on your own blog, sites such as Buzzsumo will help you discover other top blogs and articles that utilize your keywords. Buzzsumo can also help with competitor research, content curation and brand monitoring, as well as determine what content in your Amazon ads are resonating with your audience.
On Google’s blog search home page, you’ll find a range of information that includes hot queries, recent blog posts, categories in the left sidebar, and popular current stories. Just type in your search term and find blogs that use relevant keywords to your own.
Run search campaigns at a low budget
Amazon does most of the heavy lifting concerning warehousing and shipping your products and ensuring your product(s) gets the limelight it deserves. However, none of that matters if you don’t get your product in front of your customers.
With Amazon’s Automatic Campaigns, sellers select their budget and Amazon automatically finds relevant keywords that best match your product’s category, product description and similar products. Automatic Campaigns also help you discover long-tail keywords that may have never entered your mind but that Amazon customers search for when looking for your product. What’s more is that you can skip the hassle of entering keyword bids. Amazon will collect data for you so that you can apply that data to future campaigns, and you can do so without a great deal of effort on your part. Not a bad strategy, especially if you’re new to selling on Amazon.
Google Adwords does basically the same thing as Amazon, but with Adwords, you can set up an automatic campaign and place bids on broad keywords. Since everyone wants to pay the least amount possible to gain customers, automated bid strategies are a great place to start.
Conversely, if budget is not a concern and you need to gather information as soon as possible, run campaigns with a high budget for a few weeks and you’ll quickly discover profitable keywords.
At the end of the day, it’s not surprising that Amazon cares a great deal about what products will make them money. They also care about the number of sales, or “sales velocity,” which is directly correlated with conversion rate. That’s why they prioritize well-performing ads over nonperforming ads and also the reason why discovering the right keywords is so vital to your store’s success on Amazon. Putting in the research and applying the tips above can save you time and effort – so that you can concentrate on the important stuff, such as product design, pricing, photos and more.
Not sure what to do next? Contact Enventy Partners, a leader in product development and marketing for more than 15 years. From start to finish, our team of experts will help market and sell your next big thing. Our full-service marketing team knows how to strategically implement your Amazon ads to confirm your product listing convert.
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