Amazon PPC: How to automate a Keyword Harvesting Funnel?
If you’re managing Amazon PPC ads, it’s essential to have an effective and organized approach for target harvesting and movement.
In this blog post, we’ll delve into the concepts of target harvesting, emphasizing its significance, and explore ways to automate the process.
What is Keyword Harvesting on Amazon?
Keyword harvesting, also known as search term harvesting or keyword mining, is the process of identifying high-performing search terms from one ad group and moving them to another to discover more new keywords or target the search terms with greater control over bids.
Why is Keyword Harvesting Important?
The main idea behind keyword harvesting is to have more control over a high-performing search term. In discovery campaigns, such as auto, broad, phrase match, or category, your ads are not only displayed for the targeted term but also for other related terms, depending on the match type.
For instance, if you have targeted the keyword “dog toys” in a broad match keyword, your ad could be shown for “dog chew toys,” “toys for big dogs,” etc.
Now, assuming you find that the “dog chew toys” search term is performing very well for your product, you would want to move the search term to an exact match campaign to ensure you are bidding appropriately for that term and maximize your market share for the keywords.
However, it is not always about moving search terms from a discovery campaign to an exact match targeting campaign. You can also move the high-performing search term from one match type to another to discover more similar highly relevant keywords.
Positive vs Negative Keyword
Positive keyword harvesting involves identifying high-performing search terms and moving them to specific campaigns for better control and optimization processes.
Conversely, negative keyword harvesting focuses on identifying underperforming search terms and adding them as negatives in the ad campaigns to prevent wasted ad spend.
The best place to start harvesting keywords is through Amazon’s search terms reports, such as the Sponsored Products Search Term report.
How to Automate Keyword Harvesting on Amazon?
Automating keyword harvesting streamlines the laborious task of manually sifting through daily search term reports to identify high-performing terms.
A solution like Adbrew simplifies this process by allowing you to define criteria for identifying top-performing keywords and then specify the source and destination ad groups to move keywords seamlessly.
For example, you can set a rule that automatically moves a search term from auto campaigns to an exact match product targeting campaign if it has generated more than five orders with an ACOS below 10%.
Moreover, Adbrew enables you to define separate criteria for different types of terms (branded, generic, and competitor) to make more informed decisions.
Ready to get started with Adbrew?
Adbrew provides cutting-edge automation, expertly curated strategies, and data-driven insights for brands to thrive on Amazon.
Conclusion
In summary, simplifying your Amazon keyword harvesting approach introduces a straightforward yet impactful shift to your advertising strategy. The fundamental concept is simple: identify what works and make it work even better.
You can leverage Adbrew’s target harvesting automation to streamline the entire positive and negative target harvesting process.
Frequently Asked Questions:
What are the benefits of using automatic campaigns for target harvesting?
The main benefit is speed and convenience. Automatic campaigns quickly generate a broad pool of keywords based on your product listing and existing data.
This can help discover new, relevant terms you might have missed. Additionally, automatic campaigns can help you identify negative keywords and irrelevant terms you want to exclude from your targeting.
What is the purpose of keyword harvesting?
The primary objective of keyword harvesting is to gain control over high-performing search terms, ensuring you bid appropriately for the best keywords and maximize your visibility in Amazon’s search results.
How frequently should I conduct keyword harvesting from my campaigns?
It is recommended to review your campaigns at least once a week to identify any newly acquired, relevant search terms that may need to be transferred to other campaigns. Regular weekly assessments ensure that you stay proactive in optimizing your keywords for better campaign performance.
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