Amazon PPC is tricky. You don’t want to spend too much because you don’t want a huge ACoS that breaks the bank and you don’t want to spend too little because you won’t receive any impressions, clicks, sales, or the organic boost PPC can bring for keywords.
This is where keyword research enters the picture. In a nutshell keyword research is the practice of finding a variety of relevant keyword related to your market. It is one of the most important tasks for your business.
Additionally, it helps you create effective campaigns that generate sales and have an ACoS that meets your financial goals. But what are some types of keywords that generally do really well for Amazon sellers? That’s what this blog post will be discussing.
I’m an Amazon Sponsored Products consultant. I manage several seller campaigns across various markets and I’ve been fortunate to test a lot of different tactics to see what works and what doesn’t.
Today I’m going to share a type of campaign that’s done really well for my clients across all markets from my experience. The campaign I’ll be sharing with you generally has a lower ACoS and delivers sales. It also pulls in long tail keywords you might not have known your audience uses.
Finding the Keywords
To start this campaign you’ll want to download your Search Terms report. It can be found under Reports and Advertising Reports in Seller Central.
After downloading the report import the .txt file into Microsoft Excel or copy and paste it into Google Sheets. I’m just as frustrated as you that Amazon doesn’t allow you to download your PPC reports as .csv file. :)
Then sort the ‘Orders placed within 1-week of a click’ column in descending order. Now it’s time to review the ‘Customer Search Term’ column. This is where you’ll find the search terms that customers actually typed into Amazon. By putting orders placed in descending order you’ll see which search terms are generating the most sales volume.
Amazon’s reporting can be misleading and you might be getting conversions on search terms that are irrelevant. Ignore those. Only use converting search terms that are directly relevant to your market. You can test this by typing the search term into the search box on amazon.com. If the results show products like yours then you have a winner. If the results show different products then the keyword isn’t directly relevant and you don’t want to use it.
Copy the top 2 converting relevant search terms from your report. Paste them into PPC Blog’s Keyword Typo Generator.
Then check the box for all 6 typos. This will give us the most robust amount of keywords we can test.
After the typos are generated copy and paste them into a master list of keywords. This will be a spreadsheet where we archive every keyword for future reference.
Before we move on to creating campaigns with these typos it’s important to understand WHY these keywords are so special.
Typos are common and some sellers will include them in their campaigns. But the advantage we have is that we’re generating a lot more typos rather than trying a few that we believe are common. We have the advantage because we are covering the spectrum of typos for our top converting terms. We are using a bigger set of data to test..
Since generating this many typos is less common our Sponsored Products ad placement will cost less, have a higher chance of taking the #1 spot, and will be there when someone slips up on their keyboard. We are going to have a lower cost per click.
Although these will generate less impressions and clicks they are well worth the effort because ACoS is usually lower.
Creating the Sponsored Products Campaign
Now it’s time to create the campaigns. I recommend using this naming convention for the campaign title:
Product Name – Typos
I set the daily bid to $5 or $10 and use manual targeting. We use manual targeting since we’ll be using our own keywords.
I then label my ad group ‘Broad’ and put a default bid of $0.50. I haven’t tested the Phrase or Exact match types but it’s something I plan to try in the near future because keywords behave differently based on the match type. You’ll never know which match type works best until you test.
Watch this campaign over the next couple of days to see if you receive impressions. If you’re seeing low impressions and clicks then increase the bid by $0.10. You can do this until you start to see more impressions and clicks. I tend to start my bids low and work my way up so spend does not get out of hand.
Keep in mind there is a 48 hour delay in PPC sales reporting so don’t get upset if you’re seeing clicks and no sales. You’ll have to wait a couple of days to get a more accurate reflection of campaign performance. I recommend running this for a week prior to making any tweaks.
Overall, this campaign has worked really well for my clients and has a lower ACoS compared to the correct spellings of the top search terms.Typos are longer tail keywords so in general the ACoS will be lower.
I really hope this campaign helps you generate new sales that you might not have captures otherwise.