Finding keywords is one of your main tasks as an Amazon seller. If you think you have found all that you need, think again. Keyword relevancy is continuous and should be done on a regular basis. With how Amazon’s algorithm regularly changes, your listing and PPC should be updated.
There are a number of ways on how to find your keywords: through search term reports generated from your PPC campaigns in Auto, Broad, and Phrase Match Type, keyword research platforms like Helium10, by checking your top competitors and using reverse ASIN search, and the suggestion keywords Amazon generates when you type a keyword in the search bar.
When looking at Search Term Reports, you will notice that some of the keywords generated are not related to your listing.
For example, if you are selling colanders, keywords such as silicon and pans will appear on the report. This means that Amazon has indexed you for that keyword and if someone types in and searches for the keyword ‘silicon’ on Amazon, your listing will appear as a sponsored ad.
This may sound great to others because their product has been indexed to a general keyword or other category and thus can have more search volume traffic but in reality, it is not. It is not good because if someone searches for a silicon product not related to food-grade like colanders and they click on your ad, you will be charged for that click with the buyer not buying your product since it is not the one that they’re looking for.
This is called Keyword Relevancy.
What is Keyword Relevancy?
Keyword relevancy refers to how relevant, or important, certain keywords or phrases are to your listing. Amazon will use keyword relevancy to determine what your listing is about, and that is in part what they will use to determine what keywords you will rank for when doing a search.
It’s very important to find relevant keywords for your product because these keywords will describe your product and this helps in increasing your rankings on Amazon.
As a seller, the key to optimizing your listing is finding the relevant search terms for your keyword. The more relevant the search term, the higher the CTR. This will translate to lower keyword spending and significant savings because if your product is relevant to the keyword used, then the probability of the buyer adding your product to their cart is high because it is what they are looking for.
So having a good click-through rate will increase the chances of purchase for your product and Amazon would like to put the products in front of the customer they would like to purchase
To find relevant keywords, identify the top competitors in your category and do a reverse ASIN search using Helium10 or any Amazon keyword research tools. Once you have downloaded the results, filter the terms using search volume and choose those that are relevant to your product. Choose those relevant keywords that have a good search volume. A search volume of 900 and up is good. A search volume higher than 5000 might be too broad.
If you’re on a limited budget for PPC spending, select the long-tail keywords. You can check here to know more about if you want to target short or long-tail keywords.
You don’t need to have a lot of keywords to start, focus on a few keywords at the onset that you can rank. It is better to have 1 relevant keyword to start than spending on auto-campaigns at the onset and just waiting for Amazon to index you and then hoping that those keywords will convert.
Once sales start coming in, you can then slowly expand your target keywords. This is a cycle so this should be done regularly. You may notice that your best keywords are converting very well now and next month they won’t. If this happens, this means that you may need to check your bid management process and/or target new relevant keywords.