Amazon PPC Keyword Research [Comprehensive Guide]

Online marketing presents a labyrinth of opportunities, and Amazon PPC (Pay-Per-Click) stands as one of the most powerful tools. By harnessing its potential, sellers can reach a broader audience, increase visibility, and boost product sales.

At the core of successful Amazon PPC campaigns lies the art of effective keyword research. Being listed on the first page is crucial because 70% of Amazon shoppers don’t look beyond it. This is why researching keywords is crucial.

Amazon PPC functions as an advertising model where advertisers pay a fee to Amazon when shoppers click on their ads (hence, “Pay-Per-Click”). There are three types of Amazon PPC ads: 

• Sponsored Products.
• Sponsored Brands.
• Sponsored Display. 

Get a basic understanding of how each advertising type functions in our article on Amazon PPC Strategies. 

When customers visit Amazon, they often start with a search query. These are the words or phrases customers use to find products. 

Amazon Sponsored Products

Naturally, shoppers can stumble upon your products without any help. However, they can also discover products relevant to their needs through advertisements. 

When you use sponsored ads to advertise on Amazon, you can select specific keywords to target. This way, your ad can show up when customers’ search queries align with the keywords you’ve chosen to bid on.

Keyword targeting can be used in two types of ads: Sponsored Products and Sponsored Brands.

Keyword match type shows how much the keywords you pick are like what customers search for.

• Broad match: Being the least restrictive, broad match keywords offer the most extensive possible traffic reach: your ad may appear when customers search using any combination of words, in any sequence. They are ideal for promoting awareness and gaining insights into how customers find your products. 
• Phrase match: A tad more restrictive, phrase match keywords support your longtail keyword strategy (highly specific keywords) helping to boost customer engagement and drive conversions.
• Exact match: The most accurate match type. Incorporate them once you’ve researched the customer search queries that yield good results. You might not reach as many people, but the ones you do are very likely to buy your products.

There’s no perfect amount of keywords to include in your keyword targeting, but Amazon recommends using at least 25 terms.

Negative keyword research plays a crucial role in optimizing Amazon PPC campaigns, aiding in the prevention of wasted ad spend. This process involves identifying and eliminating words or phrases that are not relevant to your product or could lead to misleading clicks, essentially refining the targeting of your ad campaign. 

When users search for these negative keywords, your ad will not show up, ensuring that your budget is not spent on clicks that are unlikely to convert into sales. In this way, negative keyword research sharpens the accuracy of your targeting, increasing the likelihood of your ad being shown to potential customers who are truly interested in your product. Ultimately, it improves your campaign’s ROI (Return on Investment) by raising the click-through rate (CTR), enhancing the conversion rate, and reducing the overall cost per click (CPC).

Learn how to use negative keywords in the video from AdBadger:

Keyword research is the process of discovering and analyzing terms that people enter into the search bar. Below is a detailed walkthrough of how to do keyword research for Amazon PPC.

Core keywords, otherwise known as seed keywords, form the basis of your product. They are broad, high-traffic keywords that describe your product. 

Consider implementing these tactics:

1. Take advantage of your Sponsored Products automatic campaigns. Analyze your Search Term Report to identify the keywords that drive optimal results within your automatic campaigns.
2. Be precise. Use combinations of keywords that accurately depict the features, materials, or advantages of your products.
3. Incorporate your brand’s name. Adding your brand’s name can enhance impressions on brand-centric searches, or potentially expose a broader range of your catalog to customers searching for your brand specifically.

From your core keywords, build a comprehensive list by branching out into long-tail keywords. These are more specific phrases that shoppers might use, such as “cold press juicer for small kitchens”. To get ideas, explore the Amazon search suggestion feature, where Amazon offers keyword suggestions based on what you’re typing.

Amazon Search Suggestion Feature

Next, study your competitors. What keywords are they ranking for? Some tools can provide insights into your competitors’ keyword strategies. For example, you can use Free Amazon Reverse ASIN search tool to dig your Amazon competitor seller keywords.

Amazon Reverse ASIN

You will receive not only hundreds of keyword suggestions, but also detailed information about each of them, including CPC rates, search volume, and keyword type.

Several tools can streamline the keyword research process. 

Keyword Research Tools that are available on Amazon:

1. Auto Campaigns: Your auto campaigns can serve as a keyword research tool. They can assist you in uncovering new, beneficial search terms that you can then convert into keywords and incorporate into your listings and campaigns.
2. Amazon Brand Analytics: This is a free tool integrated into Amazon. It enables you to examine the Search Volume Frequency (SFR) that you can distill into weekly, monthly, and quarterly reports. Moreover, it provides fresh keyword and product suggestions and negative phrase matches.
3. Product Opportunity Explorer: The tool investigates customer interest in new products. 

Check out our article on Amazon PPC software to choose the best third-party tool for your specific needs. 

Once you’ve compiled your keyword list, prioritize them based on relevance, search volume, and competition. Aim for a mix of high-volume, low-competition keywords, and highly relevant, more competitive keywords.

With your keywords selected and your campaign launched, it’s vital to monitor key PPC metrics. These include ACoS (Advertising Cost of Sale), Impressions, Clicks, and Conversion Rate. Regularly tracking these metrics helps optimize your campaigns for maximum ROI.

A successful Amazon PPC campaign isn’t a set-and-forget endeavor. It requires continuous refinement and optimization. Enhance your keyword approach in three distinct steps: by fine-tuning match types, introducing fresh keywords, and excluding unwanted ones. 

Success in the Amazon marketplace demands a robust understanding of PPC and effective keyword research. By following the steps outlined in this guide and incorporating these techniques into your campaigns, you are well on your way to mastering Amazon PPC. Remember, the journey to PPC success is a process, not a destination, and it requires constant learning, testing, and optimizing.

Visit our eCommerce PPC library for more valuable insights.