The hardest task in the PPC campaigns is to segregate the top performing keywords from the underperforming ones. SellerApp’s PPC Analyzer Negative Keywords and the Top Contributing Keywords make it super easy to get an easy hold on this data.
Here’s an article about Amazon PPC and optimization best practices
Keyword Analysis segregates the keywords into two groups
- Negative Keywords
- Top Contributing Keywords
Before we get on to what to do with the data, let’s skim through the basic understanding of the negative keywords and the top contributing keywords
Keywords that have a high click-through rate (that’s money!!), but no sales. If classified and filtered correctly negative keywords can help you reduce the ACoS rate of your product.
Eg. The image below contains a week of PPC data, keyword1 has around 567 clicks would exhaust your ad budget easily if they are not added to your negative list.
Top Converting Keywords
A good balance of impressions, CTR and order rates are the keywords you should be looking at in the Top Contributing Keywords. Keywords that bring you substantial sales without costing you a fortune.
What to do next?
Low ACoS value and high sales value are the preferred keywords for PPC, however negative keywords are the exact opposite. Identifying and track the keywords that have a high click-through rate, but zero sales rates, help cutting down unwanted costs in PPC.
Negative keywords are a great strategy to optimize your Amazon PPC, drive in quality traffic and increase your ROI. Negative Keywords can have a positive impact on campaigns if implemented properly. They can be used to remove weak search terms that drive in a lot of traffic with very poor conversion rates. You can also use negative keywords to remove less relevant terms or the keywords that you do not want to associate with your product.
Negatives are an integral part of every PPC campaign, but if overdone negative can hurt your account and kill your impression volume. As you set each negative keyword, be sure that if a shopper were to land on your listing for that keyword it is highly unlikely that they convert.
Top Contributing Keywords
Track the performance of these keywords for a specific period of time to ensure that are worth further research. If the keywords are positively influencing your PPC campaigns, you can use them further to revitalize the product listing page and make their best use in the PPC campaign.
- Use the keywords on the product listing page in highlighting sections like the product features or the bullet points. If they show a very high search rate you can even experiment including them in the title.
- Generate more keyword ideas that are relevant and similar to the high performing keywords. Add them to the listing or in the backend search terms to increase visibility.
Aimlessly generating new keywords and testing them in your PPC campaigns will lead you nowhere. Carefully analyze and trace out the keywords that are performing well. Track down and record their data for over a month to ensure that the keywords are constantly bringing you good sales.
How to find converting keywords for Amazon PPC?
The backbone of any successful PPC campaign is keyword research – choosing the best keywords to bid on that are most likely to result in clicks and conversions. Finding the best keywords is partly science and partly art. Check out this video that explains techniques to shortlist keywords.
Customer Success Head at SellerApp
Customer success leader with expertise in coordinating between cross-functional teams in product development and strategy, professional services, sales, marketing and content to deliver excellent customer experience and accelerate growth within the company by ensuring clients’ success.