You’re gearing up for a significant, courageous step in your journey as an Amazon seller, which is to invest in Amazon advertising. You realized that even if organic results help increase brand visibility, it’s not enough to compete against many businesses out there.
Moreover, those with a more well-established profile gain higher competitive advantages. As a result, smaller businesses and newbie sellers reassess their strategies to catch up with the competition through Amazon ads. Naturally, it’s a challenging phase, but it’s not a reason to give up so easily.
Instead, focus on your main goal: what is the essential ingredient to make the best Amazon ads? The answer is relevant keywords.
The Power of Keyword Relevance To Your Campaigns
Keywords are more powerful than you think. It is a significant part of ad content and has the potential to make or break your efforts in growing your small business. Shoppers view these keywords and decide if they’re relevant and good enough for the product or service they’re looking for.
In technical marketing aspects, keyword relevance drastically increases brand exposure. In the modern setting, it’s a guide for modern entrepreneurs—you introduce your Amazon store to a more diverse customer base that organic efforts couldn’t tap. And when shoppers become aware of your presence, those keywords can convert them into buyers.
You might be a seller, but you’re also a fellow buyer, so you know how it works. How many people can resist an ad with authentic content that is relevant to what they need? Surely, many people will click on it and might decide to purchase.
Lastly, keep in mind that it’s a paid effort. You’re spending hard-earned money in building your campaigns, so it’s a must to use them wisely. Otherwise, you’re going to hurt your business finances.
10 Tips on Finding Relevant Keywords for Your Amazon Ads
Let’s get down to the main business. To ensure that your keywords are worth the time and money you’ll spend on Amazon ads, here are ten tips to help you hunt for the most relevant keywords.
#1 Use Keyword Tools That Focus on Amazon
You might use your Google keywords for your Amazon ads, but keep in mind that their search intent is different. Those who search on Amazon are looking for something to buy, whereas Google searchers may only want certain information about a product. Therefore, focus on tools that generate Amazon-specific keywords such as Keyword Tool, Sonar, or Ahrefs.
#2 Apply the Keywords Once
In Google, you may use keywords multiple times on the content (with a limit) to rank. However, doing that on Amazon won’t bring you good results. Therefore, use keywords only once and in the proper places on your product listings—heading and description.
#3 Use Negative Keywords Positively
Amazon ensures that you make the most of its advertising services with a negative keywords list. Naturally, you have a list of those you don’t want to rank for because they don’t contribute to relevance and conversions. Simply list them on the negative keywords section in your campaign, and you’re good to go.
#4 Maximize Your Marketing Strategy With Back-End Keywords
We understand the struggle between having too many keywords that you find relevant and avoiding keyword stuffing. You can solve this with back-end keywords. Create a list of your preferred keywords within the limit of 250 bytes.
Keep this in mind: use the generic keywords for the back-end and the specific keywords for the front-end. It’s because back-end keywords are invisible to customers, so the most relevant ones should be visible.
#5 Assess Your Competitors
Spend some of your time researching your competitors’ keyword performance. First, look into their product listings and the nitty-gritty details like headings, descriptions, and product photos. Next, observe their keyword strategy and, from there, build a better plan that fills gaps your competitors couldn’t.
#6 Monitor and Adjust Keywords
Amazon ad management is a continuous activity. Once you successfully launch a campaign, you have to monitor its performance. Sometimes, your keywords may no longer drive valuable traffic or leads. In that case, you should replace those keywords immediately to avoid wasting the money you spend on advertising costs.
#7 Use the Right Amazon Marketing Terms
Content is the core of an ad campaign. You can’t think of it lightly as it determines the merit of your efforts. When marketing your products, focus on keywords that make them relevant instead of sounding better than competitors. Avoid using a lot of exaggerated keywords such as “the best of 2021” or “fantastic,” or “best-selling.”
#8 Consider Drop-Down Suggestions
If you’re still trying to get used to the keyword tools, here’s a simple trick you can start with. Go to Amazon’s search bar and type some words related to your product. From there, you’ll find results appearing right below the search bar. Get some keyword ideas from those, but make sure to look up their search volumes in a keyword tool to determine their relevance.
#9 Use the Correct Keyword Length
You might wonder which is better to use between short-tail and long-tail keywords. The big difference between the two is that long-tail keywords are specific. As a result, there’s less competition, so ranking for them is easier. However, it also means that not many people use them to search.
Meanwhile, short-tail keywords are generic and have higher competition because many people use these terms. The final decision depends on your ad intent, but think of back-end keywords. Then, you can use that to incorporate both keyword lengths in your listing.
#10 Implement the Layering Strategy
Here’s an in-depth approach to leverage your keyword strategy: the layering technique. Let’s say you’re selling BTS merchandise; there are hats, keychains, and mugs with BTS prints on them. Apply the layering technique by conducting keyword research on hats, mugs, keychains, and BTS separately. Then, remove irrelevant results and combine the relevant keywords into a final list.
Competing on Amazon is challenging, but it’s also an excellent advertising platform to grow your business on a larger scale. If you feel reluctant to spend on ads, know that you’re not wasting money if you know exactly what you need to do. A good way to start is to implement keyword relevance in your campaigns.
Keyword relevance can also protect your brand on Amazon. It adds credibility and authority to your product listings. As a result, you’ll increase the chances of customer trust and allow yourself to look forward to brighter steps ahead.
Jayce is the managing director of Seller Interactive, the number one Amazon advertising agency based in Canada that helps brands build their business on Amazon. His content marketing expertise has led him to work with brands such as Toyota and GoDaddy, producing content that has reached over 20M views in a month.