How to do Amazon PPC keyword research in 2024


Ever felt like your product is lost in the vast Amazon jungle?

You’re not alone.

With millions of shoppers actively searching, your product’s visibility is crucial. If it’s not showing up when they search, it might as well be invisible.

The solution?

Think like your customers and master the art of simple and effective keyword research.

In this blog post, we’ll guide you through various ways to conduct Amazon PPC keyword research. The goal? Ensure your product doesn’t get lost in the shuffle but stands out exactly when it matters.

Let's first understand basic terminology:

Keywords: Selected words or phrases used by advertisers to target specific audiences.

Search Terms: The actual words or phrases users input into a search engine to find the desired product.

5 Ways to do Amazon PPC Keyword Research

Below, we will share the top 5 sources to generate impactful keyword ideas. The objective is to create a comprehensive list of keywords and then prioritize the most suitable ones for different types of Amazon PPC campaigns.

1. Product Opportunity Explorer

You should always start your keyword research with the Amazon Product Opportunity Explorer tool.

The Product Opportunity Explorer is an Amazon research tool that provides up-to-date data on trends in customer search patterns and product demands for a specific niche.

To get started, navigate to the “Growth” menu from the left sidebar and open the “Product Opportunity Explorer.

product opportunity explorer

Enter the seed keyword related to your product.

For our example, let’s suppose we are selling essential oil, so let’s enter the particular keyword ‘essential oil’ in the search box.

search keyword product opportunity explorer

Now, Amazon will give us a list of different closely related customer needs or niches for the product, along with the number of competing products, their demands, average prices, sales numbers, etc.

Opportunity-Explorer niche

Let’s open the relevant customer needs and move to the search term page.

Here, you’ll get a list of all the relevant search terms that match the customer’s needs, along with their monthly searches, demand, and growth.

You can simply export the search terms by clicking on the ‘download’ button.

2. Amazon Search Query Performance

Amazon Search Query Performance report has been generating a lot of buzz since its launch.

While there are various use cases for this report, it can also be used to research new keywords for Amazon PPC.

Essentially, it provides insights into the top customer searches (i.e., search queries) that lead customers to your brand’s products.

With this report, you can gain a clear understanding of how customers progress through the sales funnel for a given query. It provides your brand’s percentage share for each search term at each stage of the funnel, along with the rank and monthly search volume of the queries.

To access this report, go to Seller Central → Brands → Brand Analytics → Search Query Performance.

Amazon ads keyword research

3. Top Search Terms Report

Amazon provides brand-registered sellers with an intriguing report on customer search behavior called Top Search Terms as part of the Brand Analytics tool.

This report offers insights into the most searched terms for products on the Amazon marketplace. It includes a search frequency rank, indicating the popularity of each term, and lists three ASINs that receive the highest clicks and conversions.

Here are two ways to use this tool:

Enter a seed keyword, and Amazon will furnish you with top keywords related to it, along with their popularity metrics.

Alternatively, input your competitor’s ASINs, and Amazon will reveal the top search terms specific to that ASIN.”


4. Third-Party Tools

Several third-party Amazon keyword research tools are now available, such as Helium 10 and Jungle Scout, that provide a comprehensive database of keywords searched on Amazon, including information about demand and marketplace trends.

Helium 10 offers two noteworthy tools for effective keyword research:

Cerebro: Input your competitor’s ASINs in search bar, and it will reveal the top keywords driving traffic to that product.

Magnet: Enter a broad term related to your product in search bar, and it will uncover numerous associated and relevant keywords.

For each term, the tool provides a wealth of data, including organic search results, volume trends, PPC bids, competition, and more.

Amazon keyword research with Helium 10

5. Amazon Ads Data

If you’re already running Amazon ads, your existing campaign data holds valuable insights for enhancing your keyword strategy.

We would recommend reviewing your campaign search term report to identify high-potential keywords from the discovery campaign to be targeted in separate campaigns for more efficiency and control.

Adbrew makes it easy to view all your campaign search results and term reports and then narrow down the list based on different criteria and filters.

keyword research for amazon ppc

Ready to get started with Adbrew?

Use Adbrew Automation to automatically identify high performing search term in discovery campaigns and move to performance campaigns.

How to sort and filter the keyword list?

Once you’ve compiled your list of targeted keywords above, it’s time to refine and organize them for your Amazon PPC campaign.

We suggest categorizing your keywords into three buckets: Golden Keywords, Efficiency Keywords, and Related Keywords.

Golden Keywords

These Keywords are crucial for driving significant traffic to your product within your niche. These are the terms with high relevancy and high search volume. For instance, if you’re selling essential oils, keywords like ‘essential oils,’ ‘fragrance oils,’ and ‘candle fragrance oil’ would be considered Golden Keywords.

Efficiency Keywords

They may not have high search volumes but are still relevant to your product. Examples of valuable keywords could include ‘fragrance oil for candle making,’ ‘candle essential oil scents,’ and ‘scented oil for aromatherapy.’

Related Keywords

These keywords may not perfectly match your product attributes, but individuals searching for these terms might still be interested in your product. For a brand selling ‘essential oils,’ Related Keywords could be ‘home fragrance,’ ‘cozy home essentials,’ and ‘fresh linen perfume.’

Final thought on Amazon PPC keyword research

In conclusion, the foundation of a successful Amazon ad campaign lies in the diligence of your keyword research and precise targeting. Don’t let it overwhelm you – with accessible sources, finding and refining the right keywords aligns seamlessly with a well-thought-out advertising strategy. By investing time in this crucial aspect, you pave the way for hidden keywords for enhanced visibility and relevance, ultimately maximizing the effectiveness of your Amazon PPC advertising spend.

Frequently Asked Questions

Why Keyword Research is important?

Keyword research is vital for Amazon sellers as it determines the visibility of their products in search results. Identifying relevant keywords ensures that product listings are optimized, making them more likely to appear when potential customers search for specific items.

By finding the best keywords, sellers can enhance their product’s discoverability, attract relevant traffic, and ultimately increase sales. This process is essential for navigating Amazon’s competitive marketplace, helping sellers stay ahead by aligning their listings with the search terms most frequently used by their target audience and customers.

How to add keywords to my product listings?

You can integrate keywords within the product listing components, including the title, bullet points, description, A+ content, and backend keywords on Amazon.

What are Seed Keywords?

Seed keywords are the foundational terms utilized at the initial stage of the keyword research process, providing a broad overview of the product. These initial keywords act as the starting point for discovering more about specific search phrases and relevant variations during the exploration phase.

What are long tail keywords on Amazon?

Long-tail keywords on Amazon are specific and detailed search queries, typically comprising three or more words. These highly specific keywords enhance product discoverability, helping sellers reach a niche audience and increase the chances of conversions.

Integrating long-tail keywords into product listings optimizes visibility and attracts customers with specific purchase intent on Amazon.

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