The success of e-commerce, whether on Amazon or beyond the platform, heavily depends on the keywords used by the seller. Since buyers cannot physically inspect products, their choices rely solely on the words and phrases used in searches. Sellers aim to research and use the most accurate and commonly used keywords and phrases in their Amazon listings to best describe the product. How to perform keyword analysis on Amazon and make the most of the identified keywords?
Types of keywords in Amazon advertising campaigns
Keywords are equally important in both paid Amazon PPC campaigns and Amazon SEO (organic search). Essentially, the same keywords are used in both areas, but it’s crucial to understand a few aspects.
In Amazon PPC campaigns, it’s essential to carefully select keywords and use only the most effective ones; otherwise, you’ll simply exhaust the advertising budget without achieving the desired results. It’s also crucial in paid advertising campaigns to choose one of the three types of keywords wisely:
- Broad Match Type Keywords: Using this type, Amazon displays your ad to shoppers whose search phrases are at least loosely related to your keyword. For example, if your broad match keyword is “baby blanket,” your ad will be shown to shoppers searching for “children’s blankets,” “blankets for babies with hood,” and so on. By using this type, you can discover many new and effective keywords for your product, but there’s a risk of wasting the advertising budget when shoppers click on your ad and, upon visiting the product page, find that the product doesn’t fully meet their requirements.
- Phrase Match Type Keywords: This is a considerably stricter type: your ad will be displayed if the shopper’s search precisely matches your keyword phrase. For instance, if your phrase match keyword is “baby blanket,” your ad will be shown to shoppers searching for “cotton baby blankets,” “pink baby blanket with ears,” and so on. The advantage of this type is a lower likelihood of wasting the advertising budget on imprecise searches, but it also significantly restricts the number of ad impressions and the suggestions for new keyword phrases.
- Exact Match Type Keywords: As the name suggests, this is the strictest type: you have 100% control over displaying the ad to shoppers, meaning the ad is shown only to those whose search perfectly matches your chosen keywords. You can excel with this type if your advertised product is higher priced and characterized by highly specific features.
More on Amazon PPC keyword types: https://sellermetrics.app/amazon-ppc-match-types/.
Amazon SEO: Reverse ASIN Keyword Search
Amazon content, especially the title, bullet points, and product description, is crucial for the conversion rate of an Amazon listing. A buyer must not only find your product but also obtain all the necessary information that will determine whether the buyer stays on your product page and makes a purchase.
However, the buyer can find your product only if you use targeted keywords and phrases in the content. In Amazon SEO, unlike advertising campaigns, you can use more keywords, perhaps less directly related to the product, but still yielding positive results.
The desired positive result is having your product displayed next to the best-selling competitors. You can achieve this outcome by using the keywords your competitors are using. To find them, you can utilize additional tools such as the Helium10 tool Cerebro.
More about the tool + discount in the article: https://digitalfrks.com/what-additional-tools-are-worth-using-for-amazon-sellers/.
When performing a Reverse ASIN Keyword Analysis with Cerebro, first, you need to select up to the top 10 best-selling competitors offering products similar to yours (in terms of features, price, etc.). You can do this using the Helium10 tool Xray:
- Enter the keyword or phrase describing your product into the Amazon search and stay in the window with all displayed results.
- Pre-install the Helium10 extension in the Chrome browser. Click on Xray – a tool within the Helium10 Amazon Product Research extension.
- In the popup window, filter the results by revenue and copy the ASINs of the competitors you will analyze.
Once you have up to 10 ASINs of competitors’ products for analysis, paste them into the Cerebro search. Apply desired filters as needed; you can adjust them until you get a list of around ~50 key phrases. Carefully review this list – these are the phrases for which your direct competitors appear in search results. Not all phrases will be suitable for you, but from this list, you can select those that fit your needs and use them to enhance your Amazon SEO for organic search results. You can repeat the Reverse ASIN Analysis several times, trying to find competitors based on different search phrases.
Video about Reverse ASIN Keyword Search: https://youtu.be/wWLJmcnPeZw?si=kLkMMfmI86Tq5aMr.
Keywords and their use in Amazon advertising campaigns and Amazon SEO indeed require a good amount of knowledge and understanding. Follow our updates, where we continuously share information about Amazon, or reach out for personalized solutions for your business – DIGITAL FREAKS specialists can research keywords and search terms of your product and run PPC campaigns for you.