Understanding keywords:
Concepts and optimization tips
Level: Intermediate
1. The basics: Keywords and match types
2. Sponsored Products: Keywords and reporting
3. Sponsored Brands: Keywords and reporting
4. Q&A session
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Agenda
The basics:
Keywords and match types
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What are keywords?
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•
Word combinations and phrases that are
used to match your ads with search terms
shoppers are using to find products
•
For both Sponsored Products and
Sponsored Brands, your ad may appear
when customers’ search terms are related
to your keywords
•
Keywords are added to ad groups and
apply to all products in that ad group
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Keyword match types
Broad: A search term may match if it contains
all the keyword terms in any order
Phrase: The search term must contain the
exact phrase or sequence of words
Exact: The search term must exactly match
the keyword or sequence of words in order for
the ad to show, and may also match close
variations of the exact term
Negative: Use negative keywords to exclude
search terms. You can utilize negative phrase
and exact match types.
*Variants accepted: plural, accent, and symbols variations are accepted in all the
match types, as well as some words like prepositions, conjunctions, and articles.
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Keyword match types
Example
bluetooth speaker
Broad
Phrase
Exact
ASIN advertised:
Red portable speaker with
bluetooth
Example keyword:
bluetooth speaker
wireless bluetooth speaker
bluetooth red speaker
bluetooth and speakers
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How to find keywords
Leverage Sponsored Products automatic
campaigns: Learn which keywords perform from the
search term report
Be specific: Use keyword combinations that clearly
define your products’ characteristics, materials, or
benefits (i.e., instead of “white,” “wood,” ”chair,” use
“wood chair” and “white chair”)
Protect your brand: Include your brand name to help
build brand awareness and defend top search spaces
Go organic: Use the keywords that you added to your
product detail page, as they will have relevance
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Three ways to add keywords in campaign manager
Suggested
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Enter keywords
Upload file
Negative keywords
How to add negative keywords
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How to add negative keywords in an existing campaign
Sponsored Products:
Keywords and reporting
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Sponsored Products
Grow your sales on Amazon by reaching customers who are searching for products like yours
and bringing shoppers to your product page
Performance dashboard
Key metrics
• Suggested bid
• Impressions
• Click-through rate (CTR)
• Advertising cost of sales (ACOS)
Actions
• Pause, archive, or enable keywords
• Bid adjustment and suggested bid
• Add new keywords or negative keywords
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Sponsored Products
Performance dashboard
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Sponsored Products
Reports
Search term report
• Actual search terms entered by customers that generated at
least 1 click on your ad
• Available for download from ‘Advertising reports’
Key things to look at:
• Search terms
• Impressions
• CTR
• ACOS
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Campaign optimization
Search term report for Sponsored Products
1. Download the report at least every 2 weeks
2. Add new keywords in exact match
3. Add negative keywords in phrase and exact match
4. Pause keywords that don’t perform
5. Start with at least 25 keywords
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Sponsored Products campaign optimization
Match type review and optimization
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KEYWORD
MATCH
IMPRESSIONS
CLICKS
SPENT
CPC
SALES
ACOS
photo camera
broad
100
20
$30.50
$0.30
$250.00
12.21%
photo camera
phrase
50
25
$35.50
$0.32
$310.00
11.46%
photo camera
exact
30
20
$69.70
$0.35
$850.00
8.21%
KEYWORD
MATCH
IMPRESSIONS
CLICKS
SPENT
CPC
SALES
ACOS
compact camera
broad
300
40
$40.00
$0.83
$100.00
40.00%
compact camera
phrase
210
83
$234.00
$0.88
$450.00
52.10%
compact camera
exact
160
110
$100
$0.91
$900.00
11.11%
Amazon Confidential |
When match types have
healthy ACOS, keep them
running!
When a match type has a
high ACOS, we reccommend
pausing it
Sponsored Products campaign optimization
Adjust bids: Bid equal to CPC
Use dynamic bidding to let Amazon adjust your bid in real time based on the likelihood of conversion
If you have…
Low impressions
Moderate impressions, low ACOS, and high conversion rate
Moderate impressions, high ACOS, and low conversion rate
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Then…
Increase the bid, try dynamic bids – up and
down
Maintain the bid, try dynamic bids – up and
down
If the keyword is relevant to the campaign,
decrease the bid and use dynamic bids – down
only before pausing it altogether
Sponsored Products campaign optimization
Adjust bids: Bid greater than CPC
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If you have…
Then…
High impressions, low ACOS, and high conversion rate
Maintain the bid and use fixed bid
High impressions, high ACOS, and low conversion rate
If the keyword is relevant to the campaign,
decrease the bid and use dynamic bids – down
before pausing it altogether
Low impressions, low ACOS, and high conversion rate
Keyword used has low traffic on Amazon. Maintain
the bid and use dynamic bids – up and down.
Low impressions, high ACOS, and low conversion rate
Keyword used is not relevant for the advertised
product. Pause the keyword.
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SCENARIO 1
Low impressions
1. Add more keywords
2. Use the 3 match types
3. Increase the bid
4. Review your bidding
strategy
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SCENARIO 2
Low clicks
1. Add specific keywords from your category
2. If you only have broad match, add phrase
and exact as well
3. Review your search term report to add more
relevant keywords that are performing well
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SCENARIO 3
High ACOS
1. Pause keywords that don’t convert
2. Apply dynamic bids
3. Add search terms that have low
ACOS in exact match type
4. Add negative keywords
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Sponsored Brands:
Keywords and reporting
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Sponsored Brands
Sponsored Brands are ads that feature your brand logo, a custom headline, and up to three of
your products.
Performance dashboard
Metrics
• Keyword win rate
• Traffic potential
• Impressions
New-to-Brand metrics
• New-to-brand orders
• New-to-brand sales
• % of sales for new-to-brand
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Sponsored Brands
Performance dashboard
auriculares blancos
auriculares rojos
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Sponsored Brands
Keyword tips
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Include at least 25 keywords in your campaigns
Use a mix of broad, phrase, and exact match types
+
Add a '+' symbol before a broad match keyword to ensure that word appears in every query
Use branded and complementary product keywords
Use negative keywords to ensure relevant clicks
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Thank you
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