Finding the top performers
A great feature of the SellerApp PPC Analyzer is its ability to mine out the top performing keywords in your campaign. The keywords picked up are profitable keyword opportunities with the good conversion from low ad budgets, and keywords from automatic campaigns that have been performing well.
In this article, we shall learn how to exploit the most out of keywords performing well – increasing the ad targetting for better conversions, and getting the organic advantage.
Review and Refine Strategy
The best practice strategy for extracting the most out of PPC campaign is to begin Sponsored Ads with two campaigns, an automatic campaign, and a manual campaign having the most relevant keywords discovered during keyword research.
Constantly review both the campaigns to discover the best keywords to refine the target match, and bid strategy regularly for constantly improved targeting, better conversions, and lowered ad spends.
The Positive Keywords on your PPC Dashboard are your shortcut to finding the top performing keywords in your campaigns.
Keywords from Automatic Campaigns
The Automatic Campaigns serve as a data mine for discovering customer search terms – the searches for your product that convert the best. With Amazon picking out the keywords – the automatic campaigns help to discover keywords and descriptors customers use for searching the product.
Once you find the best converting keywords from the automatic campaigns, add them to your manual campaigns to get more control over the keywords – bidding for positions, and match type for targeting.
Keywords from Manual Campaigns
For the best keywords in the manual campaign, increase the bids to keep the top hold on these keywords. Increasing the keyword bid improve the ad placement with Amazon considering you for the top spots in the ad placement.
Important Note: Keywords with the most relevance to the product are the best converting keywords. These are usually long tail keywords – keywords with more than two words. Usually very descriptive and precise to the product features. The high conversion rates usually owe to the more informed shopper audience typing in these keywords into the search bar who is very sure of what he needs to buy.
Increase the relevance to the listing
If a keyword is well converting, you want to make sure you mention it in your listing and add it to the list of keywords on the backend.
By doing so, you essentially tell Amazon this word is extremely relevant to you. Also, the chances of shopper conversion also increase when the same keyword as searched by the shopper is prevalently found in the most visible position of the listing.
In the next iteration of optimization for the same keyword, you can refine and strengthen the target audience by moving the best converting keywords from phrase match to broad match and then to exact match.
The Organic Ranking Advantage
There are two approaches to increasing your chances of appearing on the first page of results – Sponsored Ads (PPC) and organic ranking.
Both these methods revolve around the keyword typed in the search bar, for which your product listing is displayed amongst the search results. A listing on page 1 often sees more than 80% conversions than a listing beyond the first page. The more a reason why your product should appear on Page 1 for the main keyword. Having your product on the top of the search is indeed better than the paid result.
The advantage of Sponsored Ads, however, is that they help to increase the organic ranking for the keyword.
Each time a shopper clicks on your product listing adds it to his cart and buys it, the relevance of the product for the keyword increases. This makes a positive impact on organic search positioning. This makes PPC a sort of push to increase the organic ranking results – results where you’ll not have to pay for every click made. Track the organic ranking of the top performing keyword, to keep an eye on the search position of the keyword.
Tracking the search position of the listing with SellerApp’s PPC Analyzer is super easy with just a few clicks.
Tracking Organic Ranking with the PPC Analyzer
From the drop-down next to the keyword, click on the product for which the Ad is being shown. This adds the keyword to the Tracked Keywords under Tracked Products feature.
If the keyword is from an ad group having multiple listings under it, tracking the keyword helps analyze the products that are getting the benefits of the PPC. For the campaigns that are getting the benefits, the best suggestion would be to set up a new campaign duplicating the same keyword to give all the products good ad visibility.
Then click on Track Keyword, on the extreme right to start tracking the organic ranking of the keyword.
Improving the Ad Targeting
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.