Advertising on Amazon: Keyword overview
Last time, we gave a brief overview of advertising and keywords with Amazon’s sponsored products. Today we are going to go over broad match keywords and how to use them to attract more conversions while narrowing your keywords. Auto campaigns and broad campaigns are great for discovering new keywords since you can find out what customers are actually searching for. You can grab the customer search terms and plug those into your ad campaigns as those are fairly guaranteed to convert shoppers.
From Auto to Exact: Keyword Discovery
You can set up auto campaigns for all of your products and simply let those run indefinitely with a manageable budget, but keyword and campaign maintenance will ensure that you aren’t wasting your money on garbage clicks.
Like we mentioned in our previous post, your auto keywords are going to be broad and based on your product listing. Set the bids on your auto campaigns as low as you can while still generating conversions in order to let your campaigns do the keyword discovery for you. If you set these bids too high, your products will start generating impressions and clicks from poor quality searches and you will not generate conversions.
Luckily, you can make any customer search term into either a keyword that you would like to bid on or a negative keyword that will keep your ads from showing up when that search is conducted.
Broad Match Keywords and Campaigns
Your broad match keywords take a keyword that you have entered and match it to related searches. For example, if the product you are advertising is a water bottle cage for bikes you may have a broad match keyword like, ‘water bottle.’ The broad match will see your ad for this product show up when customers search for things like ‘5 liter water bottle,’ ‘squeeze bottle for water,’ ‘bike water bottle holder,’ ‘water bottle cage for bikes,’ etc. Some of these searches will generate clicks and conversions, sometimes you might be surprised by what searches are generating conversions.
Because of the amount of chuff and the potential for garbage clicks from broad match keywords, their bids should be kept low, but not as low as your auto campaigns. You’d hate to spend lots of money on a broad match keyword that never generated a conversion. Remember, broad match keywords are there to help increase the reach of your ads, but you don’t want them to overreach and overspend.
Exact Match Keywords and Campaigns
These are your bread and butter keywords. Your exact keywords are where you put most of your spend because they convert at a high rate. It doesn’t really matter what they are as long as they drive sales and your ACoS remains within reason. Maybe you sell canning equipment, and for one reason or another ‘gasket’ is a keyword that sees a 20% conversion rate and 5% ACoS. Protect that keyword! Bid as much as makes sense to keep your product appearing in that search.
Your exact campaign should have only keywords that create conversions. The timeline for conversions is up to you. For some sellers, it makes sense to cut out non-converting keywords on a weekly basis, for others more time without a conversion is fine.
By keeping a very limited list of exact keywords, you are able to keep a very close eye on conversions, bid adjustments, and spend without having to wade through your broad and auto campaigns.
An Analogy to Summarize
Imagine yourself, briefly, as the Wizard of Oz when it comes to your ad campaigns. there are all sorts of levers you can pull and buttons you can push and cranks you can crank, but there can be a ton of smoke when you use the wrong ones at the wrong
times. Pull a lever in your auto campaign to increase the budget 10x and you will more than likely end up with a ton of impressions and clicks and no conversions. Keep your exact campaigns tuned in and you will see conversions without breaking the bank.