The Value of Amazon Keyword Harvesting
We know that most Amazon customers tend to have a much higher intent to purchase than shoppers on other marketplaces, so it’s critical that Amazon sellers pick the best keywords for their products. That means doing Amazon keyword harvesting in the most efficient way is a vital part of any Amazon seller's strategy.
Bidding on the right keywords for your products helps close the gap between a consumer's search intent and product discoverability. It can also improve your page sales rank and organic listings and will influence your product sales as well.
So what are the best tools for Amazon keyword harvesting?
While many third-party tools exist, they won't give advertisers the data needed to make educated campaign decisions. As Amazon experts managing a variety of competitive accounts, we’ve seen the most impact from the Search Term Report for Sponsored Products. Although third-party tools can provide extra value, the Search Term Report serves as our main source of Amazon keyword harvesting.
What is the Amazon Search Term Report?
The problem with a lot of third-party tools is that the keyword terms are based on theoretical data.
Why would any seller want to gather generic data when they can access their own customer data?
Instead of using generic data, go to the Search Terms Report located within the Advertising Reports section of Seller Central to find keywords or search terms actively used by customers to find their products. Once you have a list of good keywords, you can start to bid on them.
Your first step should be to set up a general catalog campaign in Sponsored Products. The campaign should include all of your products whether it be a handful, hundreds, or even thousands of SKUs. This lets you evaluate and gather data on all of your products so you can identify which search terms are being used to find them.
To better see the relationship between keywords and your products, we suggest building your campaign with 1 SKU per ad group. For example, if you have 500 SKUs in your catalog, then you should have 500 ad groups built out. Doing this allows sellers to better credit the success of a search term directly to the SKU bought (or clicked on).
Once you build out your campaigns, we suggest that you let the report gather data for at least one week. If you're generating more traffic, you may want to gather data for a longer period.
The goal is to get enough data to make an educated selection of keywords.
How to Qualify a Strong Amazon Keyword
When you analyze your Search Term Report in Sponsored Products, you'll want to look at the raw data and filter it through an Excel sheet.
When it comes to selecting the best Amazon keyword, the most valuable metrics on a per keyword/search-term-per-SKU level are the total number of converted order numbers, product sales, and clicks.
Historically, we have found impressions are not as valuable as the three metrics listed above.
It’s crucial to remember that keyword harvesting is an ongoing process. Retailers should keep in mind seasonality and shifts in trends. Search terms that were popular during the holidays might not be as common the next month.
Sellers should continually gather data and analyze their search terms report to stay on top of new popular search terms. If you keep a strong pulse on your customers' searches, you'll be poised for future success.
Tara Johnson graduated from the University of New Hampshire with a B.S. in Journalism / Business. Her passion for creative publishing and quality reporting landed her work at several companies in Mass., NY, and California. She is a leading voice behind CPC Strategy’s Blog.