Amazon product creation and advertising optimization: start with keywords

On the Amazon platform, product creation and on-site advertising optimization are the focus of sellers. This article will combine the product creation logic, keyword optimization logic and on-site advertising optimization techniques commonly used by Amazon sellers to help sellers better understand and apply these strategies.

Product creation logic

When an item that costs $8 and sells for $11.99 goes on sale for $10.99, many sellers think that price is competitive. However, the reality is that an item priced at $10.99 will likely have neither sales nor traffic. In order to obtain traffic and orders, sellers usually choose to place on-site advertisements. Assume that the budget for setting up on-site advertising is $50 per day. How effective is the advertising? Judging from the current conversion rate on the Amazon platform, approximately 5 orders can be converted.

Despite being able to place 5 orders per day, the seller is actually losing approximately $35 per day due to higher advertising costs. If this continues for a month or so, the seller will lose over $1,000 on this item. Eventually, the seller may give up on building the product and move on to the next product.

Keyword optimization logic

The logic of optimizing keywords from the buyer’s perspective is “whatever the buyer searches for, the keyword will be set accordingly.” Sellers can optimize keywords by taking the following steps:

1. Find high-traffic orders in the category: Taking women’s dresses as an example, first find the most intuitive word “dress” for dresses, and then use the drop-down menu to see its related matching words.
2. Arrange and combine the above words into related phrases: The combination method is AB combination, that is, “single adjective + single noun”, such as “casual mididress”.
3. Analyze and compare the traffic volume between each phrase: Use Google Trends to compare the popularity of keywords.
4. Analyze the effective traffic of each phrase: There are two ways to reduce traffic loss, reduce the traffic loss rate/reduce the number of search result pages.

On-site advertising optimization

On the Amazon platform, in-site advertising is an important means to increase product exposure and increase sales. The selection and addition of keywords is one of the key steps in on-site advertising optimization. Here are the key steps to optimizing ads on Amazon:

1. Understand the importance of keywords: Keywords play a vital role in Amazon advertising.
2. Conduct keyword research: Find high search volume keywords related to your products by using Amazon’s keyword research tool or a third-party keyword tool.
3. Choose the right keyword type: In Amazon site advertising, there are two types of keywords to choose from: broad match keywords and exact match keywords.
4. Add keywords to ad groups: Once you’ve identified your keywords, add them to the appropriate ad groups.
5. Monitor and optimize keyword performance: Regularly check advertising reports to understand the keyword’s click-through rate, conversion rate, ACoS and other indicators.
6. Regularly updating and expanding the keyword list: The Amazon market and user search behavior are constantly changing, so regularly updating and expanding the keyword list is an important part of on-site advertising optimization.
7. Use negative keywords to control ad impressions: Negative keywords are keywords that you don’t want your ad to show for.
8. Optimize keywords with A/B testing: A/B testing is an effective optimization method that can help you determine which keywords perform best.

By continuously optimizing the selection and performance of keywords, sellers will be able to obtain better advertising effects, attract more potential customers, and increase sales opportunities.