Keywords are one of the main contributing factors in influencing your Ad’s success—i.e. what it takes to make your Ad show up on Amazon instead of your competitor’s.
There is no “right number” of keywords to include in your campaign, and you can go as high up as 1,000 words or phrases. We suggest you start with between 20 and 30 keywords, then build up on them.
When choosing keywords, AMS provides a list of potential keywords for your product based on historical searches. However, it is advisable to add to these keywords, as it is difficult to identify winning keywords if you start with too small a sample set.
Choosing the right keywords for your product can be a difficult task, but we’re here to guide you through the process.
Let’s take an example: your company makes Bluetooth speakers and you are planning on creating an Amazon Ad campaign for them. You have to decide which keywords to choose based on what your audience may use to search for your product. Therefore, you have the option to choose between “speakers” or “amplifiers.”
There are numerous free tools that allow you to check the popularity of various keywords, such as Google’s free Keyword Planner tool or Neil Patel’s Ubersuggest.
After conducting your keyword research, you decide on the term “Bluetooth speakers” as the target keyword for your product.
The next step is to create your Ad and run it for a couple of weeks to see how successful the Ad campaign was. Let’s say your results show that you only got a handful of impressions because your keyword is too specific. Therefore, to make it more specific to shoppers, you add “Bluetooth” and “speakers” as separate keywords, to increase the views.
You now get thousands of impressions as your Ad caters to anyone looking for speakers—whether they’re Bluetooth or not—and cell phone headsets. However, that can pose another problem. You have to outbid all of these new competitors (people selling both “Bluetooth” products and “speakers”) for your Ad to display. Because of the added competition, your Ad starts to display less frequently. To counter this drop, you are forced to raise your bid, risking smaller profits. Even so, Amazon may stop showing your Ad