The Role of Keyword Research in Amazon PPC Success

In the fast-paced world of Amazon, mastering the art of PPC advertising will become the driving force behind your business’s success. However, many sellers think PPC advertising is only about targeting the right audience. Targeting is a crucial element of a PPC campaign, but there are many other elements as well, such as keywords. 

Throughout today’s guide, we will delve deeper into the keyword research process on Amazon for PPC optimization. We will explore everything regarding keyword research for Amazon PPC, from its role to practical tips on conducting efficient research. Let’s dive into it. 

What is Keyword Research? 

Keyword research is a process of identifying and analyzing keywords/phrases that people use to find information in search engines. It is an essential process allowing organizations to search-engine-optimize their content and organically reach relevant audiences. 

The Role of Keyword Research in Amazon PPC 

Keyword research plays a significant role in Amazon PPC, enhancing the campaigns’ efficiency in multiple ways. 

For instance, continuously using irrelevant keywords for your campaigns will result in low click-through rates. Also, broad and irrelevant keywords will cause your ads to appear in searches unrelated to your product. It will simply waste the budget and not result in increased sales. 

Relevant keywords are the foundation of a successful Amazon PPC campaign. Both short- and long-tail keywords relevant to your product will help increase the reach of your campaign. Most importantly, the ad will be displayed to users potentially interested in your product, resulting in higher click-through rates and conversions. 

Thus, conducting thorough keyword research and incorporating keywords into your Amazon PPC campaign is crucial for maximizing visibility and conversions. 

Difference between Amazon PPC keyword research Vs. SEO Keyword Research 

Before diving into the practical section of today’s guide, let’s understand the difference between Amazon keyword research and general keyword research. 

The main difference lies in the purpose. The main goal of SEO keyword research is to optimize organic content to rank higher in SERPs. Keyword research for SEO aims to help organizations identify a list of relevant keywords they can use throughout their website content to gain long-term visibility and sustainable organic traffic. 

Amazon PPC keyword research has a different purpose. PPC is already paid advertising, so keywords here will not help you rank organically. However, keywords are important for your PPC ads as they will help you appear in the searches of relevant audiences interested in your product. Keyword research for Amazon PPC aims to identify keywords that can convert and offer a good return on ad spend. 

How to Conduct Amazon PPC Keyword Research 

Finally, it is time to dive into the practical section of this guide and learn how to conduct in-depth Amazon PPC keyword research. 

Define Advertising Objectives 

First and foremost, set advertising goals and objectives. Remember that your goals must be SMART (specific, measurable, achievable, realistic, and time-specific). The goals can vary anywhere from driving more sales to simply boosting product visibility. 

Analyze Target Audience 

The next step is analyzing the target audience. Knowing your potential customers will help you understand their needs and pain points more deeply. Thus, you can adjust your PPC campaign targeting to reach an audience interested in your offerings. 

You can learn more about your target audience by leveraging audience insights with Amazon Advertising Console and Brand Analytics tools. In fact, besides demographic reports, you can also find search term reports in Amazon brand analytics and identify which search terms your customers are using most. 

To analyze the audience further, conduct an in-depth competitor research. Identify top competitors and review their ad placements. You should identify when and where the ads show up to understand their target audience. 

If you fail to analyze the target audience, your PPC campaigns will be too broad. Even if you generate traffic, the likelihood of attracting traffic of visitors interested in your offerings will be small. 

Identify Seed keywords 

In order to build up your list of relevant keywords, you must first identify the seed keywords. There are multiple ways to do this; for instance, you can leverage customer reviews and feedback and look for common phrases customers use to describe your product.

Also, you can look into competitors and the search terms they use in product titles, PPC ads, and product descriptions. 

Based on the gathered information, you can identify 3-5 seed keywords to use in your PPC campaign.

Use Long-tail keywords 

Do not forget about the importance of identifying and using long-tail keywords. Long-tail keywords refer to keyword phrases containing three or more words. These are quite specific. The search volume of long-tail keywords is typically lower than that of short-tail keywords, but long-tail keywords have higher conversion rates. 

Use Amazon Keyword Research Tools 

To research keywords more successfully, you can use multiple techniques. However, the easiest one will be to use a dedicated Amazon keyword research tool. Such tools provide you with a list of relevant keywords and important data such as search volume. An example of an Amazon keyword research tool you can use is Ahrefs.

Organize and Refine Keyword Research Data 

After you have gathered relevant keyword data following our tips and recommendations, it is time to organize and refine it. Start by choosing primary and secondary keywords to incorporate into your campaign and listing. You can do so by analyzing keyword search volume data. This will help to determine the popularity of the keyword. Make sure to choose high-converting keywords. You should also prioritize keywords with significant search volume to reach wider audiences. 

Do not forget about the relevance of keywords to your ad campaign and product. Select keywords that are closely related to your product and target audience, ensuring that they accurately reflect the features and details of your product. 

Refine the final list by filtering keywords following the tips mentioned above. 

Implement Keywords in Amazon PPC Campaigns 

Finally, after completing your keyword research, you can incorporate the identified keywords into your Amazon PPC campaigns and listings. 

Maximize PPC Campaign Results with Enso Brands 

If you are looking for a partner to help you with SEO optimization and PPC campaign management on Amazon, then you are in the right place. Enso Brands is an Amazon PPC Agency dedicated to maximizing your advertising success. Our Amazon PPC management services ensure strategic ad placements designed to boost visibility and conversions. 

We offer full-service Amazon advertising management, including Amazon PPC campaign management, Amazon Sponsored Products management, and SEO optimization of PPC campaigns and listings. 

To learn more about how we can help you maximize ROI on your PPC campaigns, contact us, and our team will be more than happy to assist you.