Amazon PPC (Pay-Per-Click) is a powerful advertising tool for sellers on the e-commerce platform. When it comes to Amazon PPC Management, one of the biggest challenges sellers face is selecting and bidding on the right keywords. While there are various keyword research tools available in the market, using long-tail search terms can be a game-changer for your campaigns.
The use of seed keywords has become more prevalent than ever. Including low-volume and long-tail keywords has become important to effectively optimize your ad spend and boost conversions.
In this blog post, we will explore the importance of long-tail keywords and discover how you can enhance conversions by identifying the most suitable long-tail keywords for your products.
What are Long-Tail Keywords?
Long-tail search terms refer to longer and more specific phrases that buyers use to search for a particular product. For instance, instead of searching for “shoes,” they may search for “men’s running shoes with arch support.” While these long-tail keywords may have lower search volume, they are highly relevant to the user’s intent and can drive more qualified traffic to your product listing on Amazon.
Moreover, long-tail keywords are more beneficial if customers use voice search to find their desired products.
Importance of Long Tail Keywords
Keyword research is an essential initial step for any eCommerce seller. When it comes to Amazon PPC, long-tail keywords can be a silent killer for your campaigns. Here’s how:
- Lower ACoS: In general, long-tail keywords have lower competition as compared to broad, generic search terms. With lower competition and higher conversion rates, long-tail keywords can help you achieve a lower Advertising Cost of Sale (ACoS). This means you will spend less on advertising while generating more sales.
- Better Relevance: Long-tail keywords are highly relevant to the user’s search query, which means your ad will be more targeted and personalized. This can improve your ad’s click-through rate and overall campaign performance.
- Greater ROI: Ultimately, using long-tail keywords in your Amazon PPC campaigns can result in a higher return on investment (ROI) for your advertising spend. With lower costs and better performance, you can see a significant boost in your profits.
How can I go beyond identifying major offenders in Amazon’s Search Term Report?
When monitoring and refining your keyword strategy in Amazon PPC campaigns, it’s essential to look beyond the obvious big offenders and focus on long-tail search terms. These are often overlooked but can have a significant impact on your campaign’s performance.
To effectively optimize and outsmart your long-tail search terms, we recommend applying specific filters to your search term report to identify the worst converting terms.
When analyzing a search term report for negatives, most people typically filter for search terms that have spent over $20 without generating any conversions. This is referred to as “High Spend Non Converters.” Some people take this a step further and opt to filter their search terms based on those that have received over 20 clicks without a conversion. This is known as “High Click Non Converters.”
While both of these options are valid, to truly reveal your vampire click-through rate (CTR) terms, we suggest filtering search terms that have received over 2,500 impressions and maintain a CTR of less than 0.18% without generating any sales. This category is referred to as “High Impression Non Converters.”
It’s important to note that each downloaded search term report from Amazon contains only 60 days of data. That’s why we recommend combining search term reports to create a comprehensive database for your account. Analyzing your search term data for 60 days provides more valuable insights compared to limiting it to a 7 days or 30 days time frame.
How to find Long-tail Keywords for your Ad campaigns
If you’re new to Amazon PPC or looking to improve your current campaigns, finding the right long-tail keywords is crucial. Here are some tips for identifying and incorporating long-tail keywords into your ad campaigns:
- Understand your Target Audience
Before you begin your search for long-tail keywords, it’s essential to gain a deep understanding of your target audience and their search behavior. By doing so, you can tailor your ads to be more relevant and effective in capturing their attention and meeting their specific needs.
By analyzing their preferences, demographics, and online search patterns, you can uncover valuable insights that will inform your keyword strategy and drive better results for your advertising campaigns.
- 2. Use Amazon’s Autocomplete feature
A simple method to find LSI keywords is to begin with fundamental keyword research and analyze the autocomplete suggestions in Amazon’s search bar.
To begin, open Amazon’s website and navigate to the search bar. Type in your seed keyword, which is the main keyword that best represents your product. As you start typing, pay attention to the suggested long-tail keywords that appear below the search bar. These suggestions are actual search terms used by buyers to find products similar to yours.
By noting these popular search terms, you can gain insights into what keywords are trending and optimize your product listings accordingly. This will help you reach a wider audience and improve your chances of attracting potential customers.
- 3. Utilize Search Term Reports
When advertising on Amazon, consider utilizing the Amazon search term report to target long-tail keywords. This practice enables you to effectively identify long-tail keywords that are already driving conversions for your products.
This valuable information empowers you to optimize your marketing efforts and prioritize targeting the specific needs and preferences of your customers.
To access the search term report on Amazon Seller Central, simply navigate to the “Reports” tab and hover over it. Under the Reports section, locate and click on the “Advertising Reports”. From there you can download the “Search Term Reports”. Here are some tips for identifying long tail keywords in Amazon’s search term report.
Start by sorting your search terms in the report by conversion rate. This will help you identify long-tail keywords that are already converting well for your products. Look for long tail keywords with a high click-through rate (CTR) but a low conversion rate. These keywords may have the potential to drive more conversions if optimized correctly.
- 4. Utilize Keyword Research Tool
To optimize your product’s visibility, make sure to utilize powerful keyword research tools such as Google Keyword Planner and Amazon’s Brand Analytics and other third-party tools, Read Amazon Tools Guide for more information about amazon tools.
In Brand Analytics, you can find the most relevant and high-performing long-tail keywords for your products. It provides valuable insights into how customers are searching for your products on Amazon, allowing you to optimize your PPC campaigns with targeted long-tail keywords.
By incorporating these strategic keywords into your content, you can boost your search engine rankings, drive organic traffic, and ultimately increase your chances of converting potential customers into loyal buyers.
How can I Reduce Wasted Ad Spend on Long Tail Keywords on Amazon?
Amazon PPC campaigns can generate significant sales and revenue for your business, but it’s important to ensure that you’re not wasting ad spend on underperforming long-tail keywords. There are several strategies you can employ to stop wasting ad spend on long tail keywords on Amazon:
- Regularly review your Search Term Reports
To effectively optimize your search term report, it’s crucial to allocate dedicated time each week or month for a thorough review. This allows you to identify any underperforming long-tail keywords that may hinder your campaign’s success.
By promptly replacing these keywords with new and highly relevant ones, you can enhance the overall performance and maximize the impact of your marketing efforts.
- 2. Use Negative Targeting
Negative targeting blocks hundreds of irrelevant terms. These are specific words or phrases that you don’t want your ad to show up for.
For example, if you sell mens running shoes and receive a click for “women” running shoes, then adding “women” can prevent you from irrelevant searches containing “women”.
By strategically adding negative keywords, you can save your ad budget from being wasted on clicks that won’t convert. This enables you to target your audience more effectively, increase your ad’s relevance, and ultimately maximize your return on investment.
- 3. Monitor and Adjust Bids
It’s important to closely monitor their effectiveness and make necessary bid adjustments. By continuously evaluating and fine-tuning your bidding strategy, you can ensure the best return on investment (ROI) from these highly targeted search terms.
Regularly monitoring and adjusting your bids allows you to stay ahead of the competition and optimize your advertising strategy for optimal results.
- 4. Optimize the Structure of Your Campaign Ad
Ensure that your ad campaigns are set up in a way that allows for easy monitoring and optimization of long-tail keywords. This involves organizing your campaigns into relevant ad groups, strategically utilizing negative keywords, and regularly refining your search terms to maximize performance.
By implementing these practices, you can enhance the targeting precision of your ads, improve click-through rates, and ultimately drive better results for your business.
In conclusion, long-tail keywords are often overlooked and underutilized when it comes to improving conversion rates. These search terms are Amazon PPC’s silent killer because they can significantly improve the performance and ROI of your campaigns. To maximize results, focus on narrowing down the best long-tail keywords and phrases that align closely with your products. So, make sure to incorporate them into your keyword strategy for maximum success to your business.
So, don’t overlook the power of long-tail keywords in your Amazon PPC campaigns and start implementing them today for better results. Keep researching, analyzing, and refining to stay ahead of the competition and drive more qualified traffic to your products. With a well-planned long-tail keyword strategy, you can fuel your Amazon PPC campaigns and achieve your business goals.