An Expert Guide on Amazon PPC Keyword Research
Amazon PPC is a quick way to stand out in the heap of sellers and get noticed by buyers. But the keystone behind a successful Amazon PPC strategy is an effective, data-backed Amazon PPC keyword research.
Without proper research, you risk wasting your budget on irrelevant clicks, poor ACoS, and low conversion rates. With over 9.5 million sellers and rising CPC costs, blindly bidding is no longer an option..
What Is Amazon PPC Keyword Research?
Amazon PPC keyword research involves identifying search terms that Amazon shoppers actively use to find products like yours. You then match these keywords to your ads to trigger visibility in Sponsored Product, Sponsored Brand, or Sponsored Display campaigns.
Unlike Amazon SEO, where the traffic is free and the focus is on boosting search visibility, Amazon PPC requires you to bid on each keyword. That means every click costs money, making it crucial to bid on the right keywords.
When conducting keyword research for Amazon PPC, it’s not enough to just chase high search volume. You need to consider buyer intent, profitability, and keyword relevancy to your target audience.
For example, while SEO might target a broad keyword like “best yoga mat,” in PPC, you want a more specific, high-intent keyword such as “6mm extra thick non-slip yoga mat.” This ensures your budget goes toward shoppers ready to buy.
How Does Amazon’s Algorithm Use Keywords in PPC?
Amazon’s advertising platform is powered by the A9 (or A10) algorithm, which uses behavioral signals to decide when and where to show your ads.
- Keywords trigger relevance: Amazon compares your targeted keywords with customer search queries to ensure ads match shopper intent.
- Click-Through Rate (CTR) signals interest: A high CTR indicates your ad attracts clicks, prompting Amazon to prioritize it.
- Conversion Rate (CVR) signals purchase intent: Keywords that lead to more purchases get better visibility.
- Bid strength and product relevance: Your bid matters, but so do your listing’s relevance and sales history in determining ad rank.
For example, if your product has a 5% CVR for “BPA-free baby bottle,” Amazon is more likely to serve your ad over a competitor with a 2% CVR, even if the competitor’s CPC is higher.
Keep in mind that every keyword impacts your ACoS (Advertising Cost of Sale) and TACoS (Total Advertising Cost of Sale). Managing these metrics is essential for profitable Amazon PPC campaigns.
Types of Amazon PPC Keywords and How to Use Them
There are five key types of Amazon PPC keywords:
- Branded Keywords: Include your brand or product name, such as “Hydroflask bottle.” These usually have the highest conversion rates and improve brand visibility.
- Competitor Keywords: Target rival brands like “Contigo bottle.” These help capture competitor traffic but often have lower conversion rates and higher CPC.
- Generic Keywords: Broad terms like “water bottle” or “running shoes.” They bring large visibility but tend to be competitive and costly.
- Long-tail Keywords: More specific phrases like “BPA-free 32oz gym bottle.” These have lower volume but higher conversion rates.
- Negative Keywords: Block irrelevant terms like “cheap” or “free” to avoid wasting ad spend.
A smart Amazon PPC management company knows how to leverage each keyword type effectively. For instance, branded keywords are perfect for exact match campaigns, while competitor keywords work well in phrase match conquesting campaigns.
How to Find Keywords for Amazon PPC?
The best way to find high-converting keywords is through a structured, data-driven approach.
Start mining keywords through Amazon’s Search Query Performance (SQP) and Brand Analytics reports, available in Seller Central. These tools show which keywords bring impressions, clicks, and conversions for your products.
Then, expand your keyword list using third-party tools like Helium 10 or Jungle Scout, which offer search volume data and trends. You can also reverse-engineer competitors’ keywords to discover valuable terms they rank for.
Additionally, don’t overlook Amazon’s autocomplete feature—it provides real-time insight into shopper search behavior, helping you discover long-tail, high-intent keywords.
Implementing Amazon PPC Keywords
Once you have a well-researched list, implement keywords into your campaigns strategically:
- Assign high-converting keywords to exact match campaigns.
- Use phrase match for competitor terms.
- Employ broad match for generic or exploratory keywords.
- Always add negative keywords like “cheap” or “free” to block irrelevant traffic.
Weekly optimization is critical. Monitor Search Term Reports and move proven converting terms from automatic or broad campaigns to manual exact match campaigns for better control and efficiency.
Avoid Common Amazon PPC Keyword Mistakes
Many sellers fall into traps such as prioritizing search volume over conversion intent or mixing branded, generic, and competitor keywords within one campaign. These mistakes waste budget and reduce your campaign’s effectiveness.
An experienced Amazon PPC management service focuses on proper segmentation, match types, and ongoing optimization to avoid these pitfalls.
Why Amazon PPC Management Matters
With increasing competition and complexity on Amazon, managing PPC campaigns requires specialized knowledge and consistent attention to detail. Partnering with an Amazon PPC management company ensures your ad spend goes to the most profitable keywords, saving time and money while boosting sales.
Expert Amazon PPC management services provide data-driven strategies that align with your business goals. They can optimize bids, conduct in-depth keyword research, and continuously refine your campaigns to maximize ROI.
If you’re serious about scaling your Amazon business, professional management can make all the difference.
