Targeting the Right Keywords is Crucial for Amazon PPC Success

With 2.7 billion visitors in December 2023, Amazon provides sellers with access to an enormous customer base looking to purchase goods. Its Fulfillment by Amazon (FBA) service also lets you easily scale while it handles storage, delivery, customer service, and returns. Ultimately, Amazon allows sellers to tap into the site’s high intent-to-purchase traffic and brand recognition to boost sales.

If you want to boost visibility on the world’s largest e-commerce platform, PPC ads can help.

Amazon PPC Platform

Amazon’s pay-per-click advertising platform allows sellers to bid on keywords and promote their products higher in search results. By only paying when shoppers click your ads, it’s a flexible way to reach people ready to buy. Careful keyword research, relevance matching, and A/B testing of listings help sellers optimise campaigns to drive more conversions cost-effectively, which is something an Amazon ads agency can help with.

Keyword Research

Keyword research lays the foundation for a successful Amazon PPC campaign. With millions of products and limited screen space on the first page, finding keywords that drive relevant traffic and conversions is essential.

Understanding Purchase Intent is Key

The keywords you target should indicate that users are ready to purchase that item now. Generic terms cast too wide a net. For example, “red shoes” can attract browsers not looking to buy that type of shoe in red at that moment. Comparatively, “buy maroon loafers” shows clear purchase intent.

Ideally, you want to brainstorm the actual wording around:

  • Product specifics – Size, style, brand name
  • Features and benefits sought 
  • Buying stage – “best,” “deals,” “sales,” etc.

Research Keyword Ideas

Start by looking at the keywords that competitors target successfully. Use seller tools to analyse their listings and extract key themes.

Next, use Amazon’s autocomplete suggestions to see the top searched phrases with your main keywords.

Finally, put yourself in the mindset of different buyer personas. What search queries would each use to find your products? Jot down all these ideas. 

Analyse Keyword Performance

Take your generated list and plug the terms into software to analyse monthly search volume, competition levels, average cost per click and conversion rates.

Filter out any that don’t meet your campaign goals for volume or cost efficiency. Also, cut overly competitive keywords, saving under 10-20% impression share.

You want your budget going towards winnable keywords indicating commercial intent.

Optimise Your Copy & Content

With your refined keyword list, ensure you optimise listing content around chosen terms and themes. 

Similarly, tailor ad copy and creative to match search queries, resonating with customers and conveying what makes your offer superior.

Monitor Performance & Iterate

Check search term reports to identify best-performing keywords delivering conversions and revenue. Expand bids and budgets for these terms.

Conversely, cut out poorly performing keywords that are wasting budget which could be better allocated elsewhere.

Rinse and repeat this process, ensuring you always target the most relevant, high-intent keywords reflecting market demand.

Mastering Amazon PPC requires continually refining copy and creatives while letting performance data guide your keyword strategy.

By researching buyer keywords, analysing metrics and doubling down on what works, you can drive targeted traffic to listings primed for higher conversion rates. That’s the key to PPC success on Amazon.

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