Amazon Keyword Targeting

Keyword targeting is a feature in Amazon ads that allows you to select specific, relevant keywords that will show your product ads in searches.

Much like how Amazon product-targeting ads help bring your listings to the searches containing other products, keyword targeting on Amazon is a feature that allows you to select specific, relevant keywords that will show your product ads in searches and on product detail pages.

Using a list of keywords is how you will narrow down which searches are relevant for your Sponsored Product Ads or Sponsored Brands Ads. You can make adjustments to your keywords by selecting Manual Targeting from your Sponsored Product page.

How to Choose Keywords

Using keyword targeting is essential for a successful Amazon PPC campaign. It’s important that you select your keywords carefully to maximize your click-through rate (CTR) and return on ad spend (ROAS).

When deciding on your Amazon keyword ranking, think about what an interested buyer would type into the Amazon search bar. For instance, if you sell portable phone chargers, the most obvious keyword to choose would be “portable phone charger.”

Other relevant keywords might be “portable phone battery,” “battery powered phone charger,” and so on. Your goal is to find all of the most relevant keywords related to your product.

If you have trouble finding high-value keywords relevant to your industry, consider adopting an Amazon keyword tool, as many exist online. And remember that negative keyword targeting on Amazon can be just as important for attracting the right audience if you use it wisely.

How Do Keywords Work?

There are three types of keyword matches that occur with Amazon Ads. These options also apply to Amazon negative keyword targeting as well.

  • A broad match keyword is when a user’s search term contains the entire keyword. The keyword “walking stick” will match with several search terms like “sticks for walking,” “walking sticks,” and so on.
  • A phrase match keyword is when your ad is matched to a user’s search because it contains your keyword words in the same order. For instance, “walking stick” will match with “black walking stick,” “long walking stick,” and “walking stick set.”
  • An exact match is when the user’s search matches the keyword exactly. So, a search for “walking stick” will match with “walking stick,” or “walking sticks.” 

By understanding these three match types, you will get a better idea of which keywords will be the most lucrative for your products.