How to optimize long-tail keywords on the Amazon platform to increase product sales and reduce ACOS
In the field of e-commerce, the use of long-tail keywords is increasingly important, especially on platforms like Amazon. By rationally using long-tail keywords, merchants can not only improve the performance of product listings, but also significantly improve advertising effectiveness. Here are some professional tips for optimizing your long-tail keyword application strategy.
The importance of long-tail keywords
Long-tail keywords generally refer to those search phrases that are longer and more specific. Such keywords have a low degree of competition, and at the same time, by accurately matching the user’s purchase intention, they can often lead to higher conversion rates. When users enter these keywords into search engines, especially those with clear purchase intentions such as “buy”, both Google and Amazon tend to accurately match the corresponding product listings, which provides merchants with opportunities to gain exposure and sales. .
Strategies to reduce ACOS
On the Amazon platform, monitoring the advertising cost-to-sales ratio (ACOS) is crucial. ACOS is a key indicator for evaluating the advertising performance of Sponsored Products. A high ACOS value indicates that merchants pay higher advertising fees for each sale. Therefore, reducing ACOS becomes the key to improving profitability.
1. Determine appropriate ACOS goals
Before formulating an advertising strategy, merchants should clarify their target ACOS. By calculating the profit margin of the product, you can set a reasonable ACOS target, which will effectively help determine whether the advertising is within the budget.
2. Long-tail keyword research
Use keyword research tools to find long-tail keywords related to your product. These keywords are longer, more specific, have lower competition and higher likelihood of conversion.
3. Long-tail keyword optimization
Apply the selected long-tail keywords naturally into the product’s title, description, key features, and background keyword fields. Natural and relevant use of keywords not only helps improve your ad quality score but also improves your click-through rate.
4. Use negative keywords
Adding negative keywords can effectively eliminate search queries that are irrelevant to the product or do not meet the needs of target customers. This move will help reduce invalid clicks and expenditures, thereby improving advertising conversion rates and return on investment (ROI).
5. Accurately locate the target audience
Reach your ads only to the most relevant potential customers with ad targeting tools. Locating the target audience’s geographical location, interests, behavior and other characteristics can help further improve ad click-through rates and conversion rates.
6. Adjust ad ranking and bidding strategy
Adjust ad rankings and bidding strategies based on the competition and conversion rate of long-tail keywords. For long-tail keywords with high conversion rates and low competition, you can choose a lower bid price to effectively reduce ACOS.
Conclusion
Optimizing the use of long-tail keywords on the Amazon platform can significantly increase product visibility and sales while reducing advertising costs. Through precise keyword research, advertising strategy adjustments, and precise positioning of targeted audiences, merchants will be able to better take advantage of long-tail keywords and improve overall advertising effectiveness and cost-effectiveness.