January 31, 2024

How to Choose Best Keywords for Your Amazon Advertising Strategy

A solid Amazon advertising strategy should include both branded and non-branded keywords. Non-branded keywords are general terms that represent search intent, like “water bottle,” while branded keywords are those that are unique to your brand and will help direct traffic to your product detail pages or brand storefront. It’s also important to include negative keywords to prevent your ads from showing up for irrelevant searches, thereby improving performance and avoiding clicks that are unlikely to result in sales.

Creating your ad keyword list is an essential step in the advertising process. Depending on your desired metrics, you may want to start by using Amazon product research tools such as Xray and Cerebro, which will crawl ASINs (Amazon Standard Identification Number) and create a list of relevant keywords.

Another good source of Amazon ad keywords is your own eCommerce site. Look at the search terms that are bringing in customers, and make note of any that have high conversion rates.

It’s important to remember that Amazon ads are competitive, so you’ll be competing with big-time publishers and self-publishers as well as merchandisers. Choosing a term that’s too general will cause your Cost Per Click to skyrocket, or your ad will never show up because the system believes it isn’t relevant.

Once you’ve established a list of keywords, review it regularly to close out any underperforming campaigns and to add new ones that might have high search volume. This helps to ensure that your ad campaign is always targeting the most relevant searches possible and will help you earn a quality score, which is one of the key factors in determining how well your ad performs.

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