The key to successful Amazon Ads is having the right keywords. With Brand Sponsored Product Campaigns, keyword targeting is often the first opportunity you have for potential customers to either click on your product detail pages or your storefront website.
Consider Marked and Unmarked Words
When I start using the secret method, I want to make sure that I have a good understanding of the products that will be advertised and the product’s position on Amazon. I like to get an idea of what other keywords the competition is using on their sales pages and in their stores. Then I open a new spreadsheet and divide it into two sections. I do this to separate my list of unselected words from my list of words. Keywords are keywords related to your brand. In the example below, for water bottles, the keyword could be “hydro flask” or “gatorade water bottle.”
Then I spend time brainstorming, researching, and writing keywords for each category. These two lists will help you lay a solid foundation for your Amazon keyword strategy. When searching for passwords, there are several tools that Amazon has to help fill out the entire list.
Word Search Tool for Brand Analytics
The tool that I find most useful is the Brand Analytics Search Terms tool that you can find in Seller Central. You can type a search term into the search bar, which will give you the top keywords for that query, as well as the top three clicks. This tool will also give you a list of the most frequent searches for all of Amazon. Close to Search Frequency Rank is 1, the most popular search on Amazon.
Let me follow the example of the water bottle. As you can see, this list will bring a lot of searches and searches for popular brands like Hydroflask and Gatorade. There is also an option to change the dates if there is a weather to the items you are advertising. I like to change the reporting frequency to Quarterly to give me as much information as possible. You can go through the list to help you think of new keywords, and you can also download the list into a spreadsheet, which will make long lists easier to navigate.
Another good way to use this tool is to take your ASINs (Amazon Standard Identification Numbers) and your competitor’s ASINs and search them in the search bar that this tool provides. This will give you the top keyword for that person’s ASIN. I used the ASIN for the Gatorade water bottle in the example below. You still see the keywords, their Search Frequency Ranking, and the top three clicks for each search term when you do this.
Amazon Ads Marketing Developer
In the campaign builder, there will be keywords that will help you fill out your entire list. If there is enough data available, you can also see the ads that have been provided, which may be important to know. Some keywords may be too expensive to target and get a good return on sales.
When you enter the ASINs you want to track in the campaign manager, you’ll get a list of unwanted terms and conditions from Amazon. You can easily click the Add button to fill in any terms that Amazon provides.
Once you have your two listings in place, you can start working on your marketing. I recommend creating separate campaigns for both named and unnamed keywords. This will help you monitor the progress of each project and stay organized. Amazon also has automated campaigns that you can run and see what Amazon wants from your profile page.
Even when campaigns are launched, your work is not over. I like to think that my secret lists are constantly changing. This works in two ways. When I’m evaluating a project’s performance, if I’ve given a key word enough time and it’s not working, I’ll stop the key word and remove it from my key list for future use. I also like to go back to the Brand Analytics Tool and campaign manager to see if there are any new search terms that are good that I’m not targeting. After the campaigns start, you can download the search report from the Measure & Report page. Through the broad match category, there may be keywords that perform well for you but which don’t really appeal to you. You can add them to spam lists and add them to campaigns so you can monitor performance and adjust business accordingly. A dynamic keyword strategy is always changing and changing in the market. In order to do this, you need to monitor the performance and update it regularly.
With a solid foundation of privacy, your marketing strategy with Amazon Ads is off to a strong start. Investing time and research before launching campaigns is what allows our marketing efforts to be strong, meet our clients’ goals, and set up future campaigns for success.
