How to choose the best keywords for Amazon Advertising - Best Practices

Keyword research is at the core of ranking and sales. Using the right keywords in your PPC campaigns determines where your ads will appear and whether you will be able to target the right audience

Amazon SEO forms an integral part of a seller’s success on this giant e-commerce platform. Intensive keyword research is something that sellers have to devote time and effort to because it is at the core of achieving great results in terms of ranking and sales. Using the right keywords in your PPC campaigns determines where your ads will appear. In addition, it will determine how successful your campaigns will be and whether you will be able to target the right audience.

How many keywords do you need to use in your campaigns?

While setting up campaigns, you will be organizing them into different ad groups. Every ad group can add up to 1000 keywords. However, just because you have the provision to do so, does not mean that you should use the space of all 1000 keywords. Add keywords only according to your budget and CPC. You need to make sure that your budget is evenly spread over your most important keywords which cannot happen if you add a total of 1000. You need to ensure that you gain a good number of impressions with the budget and keywords that you are using in your campaigns.

How to choose the best keywords for Amazon PPC campaigns?

There are numerous ways to go about carefully selecting keywords for your Amazon Sponsored Ads. SellerApp’s PPC experts suggest the following methods to choose the best keywords:

1. Use auto campaigns as a source for top-performing keywords

When starting with Amazon PPC, you may or may not have a list of keywords you want to use. If you’re wondering where to even start, the best place to begin is by launching automatic campaigns to build at least your seed keyword list. These campaigns help you discover and pick out all the potential keywords for the product that you are advertising. How? As long as your product detail pages are well-optimized, Amazon’s A9 algorithm works to find all the relevant keywords for your product while running an auto campaign. Amazon Seller Central’s automatic PPC campaigns provide sellers with information on conversion rates of your products concerning specific keywords.

Once you have run these auto campaigns for about 2 weeks, you would have collected enough data. This data will comprise all the high-potential keywords that you can then add to your manual campaigns. These will usually be terms that customers are using. In other words, actual search queries being used by shoppers to find these products or products similar to yours is what the auto campaigns will pick up on. Thus, It is a great way to collect and create a comprehensive list of keywords that have low competition and high search volumes.

2. Curate a list

One way to go about it is to develop a funnel structure to filter keywords. It will start from the beginning which is the discovery phase (auto campaigns) and move to a more advanced i.e. targeted phase (manual campaigns). The targeted phase is where sellers possess more control over increasing or decreasing bids according to the keyword and product target performance. Moving keywords and product targets further down the funnel relies majorly on relevancy. This is because highly relevant keywords that lead to sales will usually be pushed further down quickly to enhance the optimization and performance of the ad.

To get a clearer idea, imagine a funnel where numerous keywords are first assessed, and the number of keywords gets smaller and smaller as we find the best-performing ones to move further down the funnel. At the top of the funnel, you will find relevant broad or phrase match keywords that are known for bringing in a large volume of impressions, along with highly targeted exact match keywords at the bottom of the funnel. These targeted keywords will possess the most relevant to your products and the maximum conversion rate.

3. Keyword research according to product category and Amazon suggestions

While choosing keywords for advertising new products that you have launched, you can start by analyzing the niche that you’re selling in. Use the search box on Amazon to get the best suggestions for keywords. You can start by typing seed keywords that belong to your niche or product category into the search box and Amazon’s autocomplete feature will start giving you suggestions. These suggestions are based on the words that customers enter into the search bar to find products that belong to your category. It will comprise of long-tail as well as short keywords with the most frequently used search terms right on the top. To discover more, you can begin by entering different variations of your seed keywords along with each letter of the alphabet to discover more keyword ideas.

Make note of all the suggestions that you see here as you type, these keywords will have good potential and search volume to be used in Amazon advertising. It is also the most economical way to do keyword research in terms of time and money because it costs nothing and it takes seconds to find what you’re looking for.

4. How to use Amazon itself as a source for choosing keywords

Amazon acts as a great source for finding keywords with its offering of tools such as Amazon Search Terms reports and Amazon Brand Analytics. The Amazon Advertising reports are another useful resource for identifying high-converting keywords. The Search Terms Report in particular equips you with insights into the visibility and clicks of search terms being used by customers so that you know which ones to pick as keywords.

So how can you use the Search Terms report to cherry-pick keywords? What you need to do is allow a good amount of data to collect for at least 1 week. The key metrics to note here are product sales, clicks, CTR, and the number of orders. Once enough time has passed for data to collect, you can pursue the Search Terms Report to find relevant keywords that are bringing in sales as well as a high conversion rate. You will then need to add these keywords to your existing PPC campaigns.

While you’re at it, identify keywords that are irrelevant to your product ad and do not generate enough conversions and clicks. Mark these keywords as ‘negative’ to effectively reduce or eliminate wasteful ad spending. This report also helps you find keywords that you can use in the backend.

Since the Search Terms Report comes with filters that you can apply, you can choose to filter it with the highest Total Ad Spend. This will help you find the non-converting keywords for which you need to reduce CPC. Additionally, you can then focus on search terms that drive conversions which in turn helps you reduce your ACoS and increase profitability.

5. Keyword Research tools

As a seller, you can dedicate time and effort to conducting keyword research but there are plenty of other tasks that you will need to pay attention to as well. This is when a platform like SellerApp can come in handy to handle your Keyword Research and PPC campaign optimization in addition to every other aspect of selling on Amazon. The SellerApp Keyword Research tool is designed to help you decide on keywords guaranteed to drive sales and optimize your listings and PPC campaigns even better.

It will help you decide on the right amount of keywords to use as well as prioritize and choose between high-quality keywords and long-tail alternatives. The tool is designed to help you make data-driven decisions for an optimal Amazon advertising strategy with features like Keyword Harvesting. It will help you find the most suitable keywords while taking into account other important factors like cost-per-click, conversion rates, and search volumes. It will assist in determining whether your PPC campaigns need more relevant keywords that are exact or broad matches. The tool will ultimately boost your organic ranking and attract customers who are guaranteed to make a purchase.


Keyword Research for PPC campaigns and listings is vital. Your product detail pages need to be optimized well with keywords and so do your PPC campaigns if you want your ads to win top positions on Amazon SERPs. Try out different strategies to find the best keywords and give some time before you measure the results. Constantly monitor the performance of your ads and compare their performance with those using a different set of keywords to know what's working for you. Analyze their performance to make sure you’re doing everything you can to maintain a low ACoS by using the best keywords.

Author Bio

Arishekar N, Director of Marketing & Growth at SellerApp, is a specialist in digital marketing, in addition to website keyword optimization for search engines. His areas of expertise include enhancing the organic & paid ranking of web pages on search engines with innovative SEO & SEM strategies and online promotions.


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Keyword research is at the core of ranking and sales. Using the right keywords in your PPC campaigns determines where your ads will appear and whether you will be able to target the right audience