How Amazon Long Tail Keywords Can Boost Your PPC Campaign
Amazon is a competitive marketplace, and sellers constantly strive to stay ahead by optimizing their PPC (Pay-Per-Click) campaigns. As advertising campaigns are growing in success, one of the most effective ways to enhance the performance of your Amazon PPC campaigns is by leveraging long-tail keywords. While many sellers focus on high-volume keywords, long-tail keywords can help you target niche audiences, reduce costs, and increase conversion rates. In this article, we’ll explore how long-tail keywords can supercharge your PPC efforts and drive more sales.
Also, we will discuss the reasons why you require long-tail keywords and how to increase your conversions by choosing the most appropriate long-tail keywords for your product.
What Are Amazon Long-Tail Keywords?
Long-tail keywords are specific and detailed search terms that typically consist of three or more words. Unlike broad or short keywords, long-tail keywords focus on niche search queries with lower competition and more targeted search intent. Customers will use these keywords if they are near the point of purchase item they prefer. In addition, long-tail keyword phrases are beneficial when customers use voice search to find their products. For example, instead of using a broad term like “running shoes,” a long-tail keyword might be “women’s lightweight running shoes size 8.”
Why Long-Tail Keywords are important for Amazon PPC Campaigns?
A keyword analysis is the most critical step for any eCommerce retailer. Doing more research can aid you in going that extra mile for your business. Take a little time to niche down on your long-tail keywords. This can help propel your brand’s image to the top of the list. When customers are closer to purchasing their desired product, the longer-tail keywords improve conversion efficiency. This, in turn, increases the ranking of your product on the marketplace, such as Amazon.
Typically long-tail keywords are the best for any new business as they provide the following:
- Lower Competition: Long-tail keywords often have less competition compared to broader terms, meaning your ads are more likely to appear at the top of search results.
- Higher Conversion Rates: Since long-tail keywords target more specific user queries, customers searching with these terms are often further along in the buying process and ready to purchase.
- Cost-Effective: Long-tail keywords tend to have lower cost-per-click (CPC) compared to high-traffic, broad keywords, resulting in a better return on ad spend (ROAS).
The Benefits of Using Long-Tail Keywords in Amazon PPC Campaigns
Using Amazon long-tail keywords in your PPC strategy can provide several advantages for sellers looking to optimize their advertising efforts. Below are some key benefits:
1. Improved Ad Relevance
When you use long-tail keywords in your Amazon PPC campaigns, your ads are more likely to match the exact search intent of potential buyers. This increased relevance improves your ad quality score, resulting in higher ad placements at a lower cost.
2. Higher Conversion Rates
Long-tail keywords typically attract users who know exactly what they are looking for, making them more likely to convert. By targeting highly specific queries, you can focus your advertising efforts on customers who are closer to making a purchase.
3. Lower CPC (Cost-Per-Click)
Since long-tail keywords have less competition, the cost-per-click for these keywords is generally lower than for short, broad keywords. This means that you can generate more clicks and conversions for a lower budget, maximizing your advertising efficiency.
4. Better Targeting for Niche Products
If you sell niche products, using long-tail keywords allows you to reach a more targeted audience. Instead of competing for high-volume keywords, you can target specific product variations or features, giving you a competitive edge in niche markets.
5. Enhanced Organic Rankings
Effective use of long-tail keywords in your PPC campaigns can also help improve your organic search rankings. When your ads drive more traffic and conversions for specific long-tail keywords, Amazon’s algorithm may rank your products higher for those terms organically, further boosting your visibility.
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How do you find Long-tail Keywords for your ad campaigns?
You can locate relevant long-tail keyword phrases using tools for keyword research and report on search terms via Google as well as Amazon (if you’re an Amazon seller).
Google Search Term Report
Google keyword planner has become an essential tool for many marketers and sellers selling on the internet. However, Google Search Term Report for you to determine what search terms perform well for your advertisements within Google’s Search Network.
With this report, you will determine which search terms have immense potential. Additionally, you can discover keywords that are not pertinent to your business and make them negative on your ads.
Amazon’s Search Bar Autocomplete
One of the simplest ways to discover long-tail keywords is by using Amazon’s search bar autocomplete feature. Start typing a broad keyword, and Amazon will suggest longer, more specific keyword variations based on popular customer searches.
Utilize Keyword Research Tools
There are several Amazon keyword research tools available, such as Helium 10, Jungle Scout, or MerchantWords, which allow you to find long-tail keywords with low competition and high conversion potential. These tools provide search volume data, CPC estimates, and keyword suggestions to help refine your keyword strategy.
Analyze Competitor Listings
Review competitor product listings in your niche to identify common long-tail keywords they are targeting. Analyze their product titles, bullet points, and descriptions to find keywords that you can incorporate into your PPC campaigns.
Amazon Search Term Report
If you sell your products on Amazon it is recommended to make use of this Amazon Search Term Report to find long-tail keywords. Amazon’s Search Terms Report can provide valuable insights into which keywords customers are using to find your products. This report can help you uncover long-tail keyword opportunities based on real search behavior.
Let’s check out the Amazon report on search terms from seller central.
- Log into the Amazon Central Seller Account and go to the Advertising tab.
- Click here to open the Campaign Manager. Next, you will locate an Advertising report section.
- Next, you’ll see the Configuration and report settings. Ensure that you choose the search term for the report search box.
- Give the report a name in order to distinguish it against other report
- Download the file, which can be downloaded as .xlsx format. You can open the report to see the search terms as well as Amazon long-tail keywords.
How can you make use of the report to implement Long-Tail-Keywords in your PPC Campaigns?
Once you’ve gathered a list of long-tail keywords, it’s essential to implement them effectively in your Amazon PPC campaigns. Here are some strategies to optimize their use:
1. Create Separate Ad Groups for Long-Tail Keywords
Organize your PPC campaigns by creating separate ad groups specifically for long-tail keywords. This allows you to optimize your bids and budgets for each group, ensuring that your long-tail keywords receive the attention they need without competing with broader terms.
2. Use Phrase and Exact Match Types
When using long-tail keywords, apply phrase match or exact match types to ensure your ads appear for highly relevant searches. This prevents your ads from showing up for irrelevant or loosely related search terms, helping you control costs and improve conversion rates.
3. Optimize Product Listings for Long-Tail Keywords
In addition to using long-tail keywords in your PPC campaigns, ensure that your product listings (titles, bullet points, descriptions) are optimized for those keywords as well. This will not only improve your ad relevance but also enhance your product’s organic rankings for these terms.
4. Monitor Performance and Adjust Bids
Regularly monitor the performance of your long-tail keyword campaigns by tracking metrics like CPC, CTR (click-through rate), and conversion rates. Adjust bids accordingly based on performance to ensure you’re getting the best possible ROI.
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Measuring the Success of Long-Tail Keywords in PPC Campaigns
To determine whether your long-tail keywords are driving the desired results, it’s crucial to track the right metrics:
1. ACoS (Advertising Cost of Sales)
The ACoS metric helps you measure the efficiency of your PPC campaigns by showing the percentage of sales spent on advertising. Since long-tail keywords typically have lower CPCs, they can help reduce your ACoS while maintaining high conversion rates.
2. ROAS (Return on Ad Spend)
ROAS measures the revenue generated for every dollar spent on ads. A high ROAS indicates that your long-tail keyword strategy is effective in driving profitable sales.
3. Conversion Rate
Monitor the conversion rate of your long-tail keywords to determine how well they are performing. Higher conversion rates indicate that you are targeting the right audience with relevant, specific keywords.
Final Thoughts
Incorporating long-tail keywords into your Amazon PPC campaigns can significantly improve ad performance by targeting highly relevant, lower-competition search terms. With better ad relevance, higher conversion rates, and lower CPCs, long-tail keywords offer a cost-effective way to increase visibility and drive sales.
By effectively researching and implementing long-tail keywords, you can optimize your PPC campaigns, enhance your product listings, and ultimately grow your business on Amazon. Start leveraging the power of long-tail keywords today to stay ahead of the competition and maximize your advertising results.
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