If sellers do not optimize Search Terms in their Amazon advertising campaigns, they risk wasting their ad budget, missing out on potential customers, and struggling to achieve the visibility needed to drive conversions. By optimizing Search Terms in their ad campaigns, sellers can attract relevant traffic to their products and maximize the effectiveness of their Amazon ads.
What is Amazon Search Terms?
Amazon Search Terms là những từ khóa mà khách hàng sử dụng khi tìm kiếm sản Amazon Search Terms are the keywords that customers use when searching for products on Amazon. Additionally, Search Terms help Amazon's algorithm deliver the right products to users.
For example, if a customer is searching for the keyword “portable blender” the search terms they might use could include “portable blender”, “mini blender”, or “travel blender”. These search terms help Amazon's search algorithm understand what the user is looking for and which products are most relevant to their query.
How to Optimize Search Terms?
Optimizing Search Terms on Amazon involves a strategic selection process for ad campaigns, implementing SEO for listings by adding specific keywords to product pages to maximize visibility and improve search rankings on the Amazon platform.
By strategically selecting Search Terms, sellers can enhance the relevance and visibility of their product listings on Amazon, improving the performance and effectiveness of PPC campaigns.
This optimization process includes targeting the right Search Terms, adjusting product descriptions, titles, and bullet points, and refining the selection of Search Terms to attract more potential customers and drive conversions for both product listings and PPC campaigns.
By optimizing Amazon search keywords, you can increase product visibility in search results, attract more potential customers, and ultimately drive sales. This ensures that your product appears in the right place to capture the attention of Amazon shoppers and boost conversion rates.
1. Create Campaigns and Optimize Manually on Seller Central
A common issue for sellers on Amazon is not achieving the necessary impressions to meet their revenue targets, regardless of the advertising type chosen.
To address this issue, creating manual campaigns and manually refining the keywords used is essential. This involves conducting thorough keyword research to identify relevant terms that potential customers might search for.
Once a list of relevant keywords is compiled, sellers can actively manage their manual campaigns, closely monitoring performance metrics such as CTR (Click-Through Rate) and CVR (Conversion Rate). By carefully analyzing these metrics, sellers can determine which keywords are driving the most traffic and conversions and adjust their bidding strategies and keyword selection accordingly.
For example, you can avoid keyword duplication to prevent competing against yourself in search results. Instead, use synonyms or related terms to broaden your reach within Amazon’s customer base. Additionally, ensure that search keywords adhere to Amazon’s character limits to maximize visibility.
Overall, by proactively managing manual campaigns and optimizing search keywords, you can enhance your product’s visibility on Amazon, attract more potential customers, and ultimately improve sales performance on the platform.
2. Optimizing Running Campaigns with Amazon Ads Report
A common mistake among Amazon sellers when running PPC campaigns is failing to identify which search terms are driving conversions and which keywords are not, leading to wasted ad spend and inefficiencies in their campaigns.
Amazon offers a highly useful tool to address this fundamental issue: the Amazon Ads Report. By analyzing your keyword search report, this tool highlights which keywords are performing well, which are underperforming, and where your ad budget is being wasted.
With the Amazon Ads Report, users can gain deep insights into their Amazon advertising campaigns. It identifies converting search terms, non-converting ones, and poorly performing keywords. By understanding which keywords are driving conversions and which are not, users can optimize their active search terms for maximum effectiveness.
This tool also allows for an evaluation of the effectiveness of different match types (Broad, Phrase, Exact) within your campaigns. This analysis helps you understand which match types are performing well and which may need adjustments. Based on this data, you can optimize your match types to ensure that your ads are targeting the most relevant search queries, leading to higher conversion rates.
Additionally, the Amazon Ads Report enables sellers to identify parts of their campaigns that are wasting money without generating sales. This includes search terms that fail to convert but still consume your budget. By pinpointing these inefficiencies, users can reallocate their budget to more effective keywords and search terms, thereby maximizing your ROI.
With this information, users can take the next steps with their campaigns, including adding new high-converting search terms, pausing or adjusting bids for poorly performing keywords, or refining match types to improve targeting effectiveness.
A Few Tips for Effectively Optimizing Amazon Search Terms
1. Keyword Research
Thorough keyword research is essential for effective optimization. This involves identifying the keywords and phrases that potential customers might use when searching for products similar to yours on Amazon.
Sellers can use tools like Amazon's search bar suggestions and third-party keyword research tools such as Helium 10, combining Amazon's suggestions and even analyzing competitors' listings to gather insights on potential keywords.
2. Choosing the Right Keywords
After compiling a list of potential keywords, it is crucial to evaluate and select the most relevant keywords for your product.
Look for keywords with high search volume that are relevant to your product. Consider factors such as competition level and relevance to your target audience. Selecting the best keywords ensures that your product will appear to the right audience.
3. Optimize SEO for Your Listing
Once you've selected your target keywords, strategically optimize them in your listing. Ensure that your primary keywords are included in key positions such as the product title, bullet points, product description, and back-end search terms when creating the listing.
Aim to integrate keywords naturally to maintain readability and appeal to both customers and the search algorithm.
4. Use Synonyms
In addition to your primary keywords, include synonyms and alternative variations that customers might use to search for products like yours.
This expands the reach of your product listing and increases its visibility in relevant search results. For example, if your product is a "portable charger," you might also include terms like "power bank" or "external battery."
5. Avoid Keyword Stuffing
While including primary keywords in your listing is crucial, be careful not to overuse them.
Excessive repetition of keywords can make your content appear spammy and may even harm your search rankings. Instead, focus on using a diverse range of keywords strategically throughout your product listing to maximize visibility without compromising quality.
Examples of Optimizing Search Terms
Handling Search Terms That Drive Sales
Using the Amazon Search Term Report on Seller Central, users can precisely identify which search terms are driving conversions and adjust their strategies accordingly.
For instance, if the search term “non-toxic acrylic paints” consistently drives high conversions for a promoted ASIN, and after thorough analysis, you find that this search term is linked to a high-quality paintbrush set generating significant sales, you should recognize the potential of this high-converting search term.
To leverage this, allocate additional budget to campaigns targeting these specific ASINs and keywords, and optimize your product listings to enhance visibility for related keywords.
By focusing on high-converting search terms identified in the report, you can improve campaign performance, boost sales, and maximize ROI on Amazon.
Using Negative Keywords
Sellers should regularly review Search Term performance in Amazon's reports and use negative keywords for Search Terms that incur high advertising costs without generating significant sales. By removing these underperforming Search Terms, you can enhance the effectiveness and profitability of your campaigns.
For example, if the Search Term “luxury watches for men” has a high ACoS of up to 70%, it indicates that advertising costs for this keyword are significantly impacting your profit without generating notable sales.
Upon further research, you find that this keyword does not align with your target audience's preferences and does not lead to conversions.
To address this issue, sellers should exclude “luxury watches for men” from their PPC campaigns as a negative keyword.
By eliminating this underperforming Search Term, sellers can reduce wasted advertising costs and improve the overall effectiveness of their campaigns. This also allows the algorithm to allocate the budget more efficiently to relevant and profitable keywords, ultimately enhancing campaign performance and increasing ROI on Amazon.
Conclusion
Mastering the optimization of Search Terms on Amazon is crucial for maximizing product visibility and driving sales on the platform.
Continuous optimization of Search Terms is essential to ensure that a seller's ASINs remain competitive in search results and capitalize on new visibility opportunities.
