Amazon Advertising Keyword Strategy: Detailed Explanation of Mining Techniques and Delivery Strategies

On the platform of Amazon, a global e-commerce giant, the selection and strategy of advertising keywords are crucial for sellers. Precise keywords can not only increase the exposure of products, but also effectively promote product rankings, making them quickly appear on the homepage.

1. Amazon advertising keyword mining skills

Use the Amazon front desk to search for Lenovo keywords

Enter product-related keywords in the Amazon front-end search box and observe the words the system associates. These terms are often highly relevant to the searcher’s true intent and therefore can serve as potential targets for advertising.

Competitive product listing analysis

Choose competing products that are similar to your own products, and study their titles, descriptions, reviews, etc. in depth to find potential keywords. Competing products usually use efficient keywords to attract target customers, so learning from their strategies can effectively improve advertising effectiveness.

ABA (Brand Analysis) Tool Application

For sellers with brands, you can use Amazon’s official ABA tool to obtain accurate keyword information. This tool can provide rich data support to help sellers build more efficient advertising strategies.

Analyze Amazon Advertising Report

After running an ad, check ad reports regularly and pay attention to ad performance, especially keyword clicks and conversion rates. Through continuous adjustment and optimization, find the keywords with the most potential.

Use system recommended words when creating ads

When creating an ad, the Amazon system will recommend some keywords. These recommended words are based on the results of system algorithms and big data analysis, and have high reference value.

2. Keyword placement strategy

Small words

Traffic keywords are the simplest solution. All the seller has to do is to find such small words and directly use them for manual and precise advertising. Then reduce its ACOS to less than 30%, improve the ranking of these words, and strive to push them all to the home page. The reason why these words do not open broad and phrases is because the small words themselves have very little traffic, and the long-tail words of these words have almost no traffic, so it makes no sense to open broad and phrases.

Big words

Such words are suitable for relatively single links with a single keyword and sufficient comments. Sellers focus on big words, use big words for precise advertising, control ACOS below 30%, and improve big word rankings. Because big words have a wider radiation area, the ranking of big words can directly drive the ranking of small words.

Long tail words of big words

If big words cannot be beaten (too much competition) and there are no reviews, sellers can choose to start with the long-tail words of big words.

3. Manual advertising keyword setting

From the perspective of matching methods, keywords can be divided into broad matching, phrase matching and exact matching. In fact, these three matching methods can completely cover the buyer’s search and purchase path. Later, through combination with the advertising structure, different products can be displayed for buyers who search for different keywords.

Broad match

Broad matching means that as long as the buyer’s search terms include all advertising keywords, they will be matched and gain exposure opportunities. Broad matching is suitable for high-traffic core keywords. Through multi-dimensional exposure display, you can get more traffic, and you can also find more accurate buyers to search for long-tail keywords.

Phase matching

Phase matching means that adding some words before and after the keyword can also be matched and recognized, but the buyer’s search terms must be consistent with the word order of the phrase matching keyword. Phrase matching is suitable for common keywords of 24 words, and further narrows the search scope of buyers by matching the core selling points of the product.

Exact match

Exact matching means that the buyer’s search terms must exactly match the advertising keywords, or match words that are very close to the advertising keywords. Only in this way can the advertisement be displayed. Accurate matching is suitable for high-conversion category words or long-tail words. When buyers have precise purchase intentions, sellers can directly expose products in the front position through advertisements, thereby increasing conversion rates.

To sum up, the mining and application of Amazon advertising keywords is one of the keys to success for sellers. By using Amazon front-end search, competitive product analysis, ABA tools, advertising reports and other methods to mine keywords, combined with clever advertising strategies, sellers can increase product exposure and ranking in the shortest possible time. I hope these tips can help sellers achieve better sales results on the Amazon platform.