Amazon station advertising: how to calculate the skills to play with the PPC keywords?
The general shopping flow of Amazon users
We first understand the general process of Amazon users to purchase products, can be divided into five stages, namely: awareness of product demand? generate purchase interest? understand product information? browse in Amazon? purchase behavior.
Amazon users are mostly aware of what needs, and then search for products to generate interest. In the interest phase, listing is particularly important. Potential customers click PPC ads to fully understand your product features, including product features and selling points.
If keywords are gathered in the awareness to product requirements and understanding of the product information phase, while the purchase behavior purchase phase has no relevant keywords, you may not be able to convert them into your customer when they decide to purchase the product.
If the keywords are clustered in the purchase behavior phase, the resulting deal may be less, as the user can better understand your product more fully through the keywords in the previous phase, enabling the transaction. 5.
Because there are multiple keywords that only indicate that your ad is likely to be displayed in the search results, so to make the keywords, PPC ads and listing form a synergistic effect, together to play a role, ultimately for keywords to obtain click and potential customer transformation
Amazon PPC business keyword types
Amazon's business keywords have four categories: description, problem, symptom and name. In selecting the core key words, we must fully understand our products, fully tap the selling points of the products, and refined out, reasonable layout to the keywords.
Description: these keywords often have a high search volume, such as chiffon dresses, handbags, LCD TV. Problem – type: usually describe some conditions or your product can solve problems, such as aromatherapy humidifier, apple emergency charge, etc.
Symptom: describes the actual symptoms of the problem, such as FuDai, weight loss exercise machine. Name: product name or brand is a common keyword in the purchase funnel, these keywords may not be commercial, but they are the best of the best keywords in the funnel.
Keywords Amazon. PPC keywords grouping skill
When you find the product related keywords, you can choose two different word roots as a group, and the same advertising group contains the same word root, and you can add other modifiers before or after 2 words.
To raise a chestnut. Taking quick as an example, the following words are obtained based on the search heat of the words: power, power, phone, battery, grouped by this. The four groups are a large group, under the power bank.
In these four groups, there will be two separate roots around the top, and add other modifiers before or after the word. Using Google's keywords planner can expand a lot of related words under the same root.
To raise a chestnut. For example, portable power, USB battery pack, charger for phone, portable battery pack, cell phone battery charger, portable power pack, portable USB charger …
And so on, you can expand a lot of words. Group these words with excel, and then filter out the excellent keywords to add PPC ad group. Such a power bank can be divided into numerous groups, each organized according to the core root.
Testing the effect of advertising in three ways
Broad – wide matching: if Amazon user search terms are related to your keyword, a wide match will trigger the display of the ads, matching spelling errors, complex numbers, and similar keywords. If your product is less popular, the audience is very few, you can use a wide range of matching to improve the amount of display and click.
Phrase – phrase matching: the keyword for the search term must be consistent with the key of the input advertisement group. Take coffee cups for example, these words will display ads: coffee cups, blue coffee cups, coffee cups blue, red coffee cups for problem, coffee cup ( odd ), cofee cups ( incorrect spelling ), cups coffee ( in sequence ).
Exact match – precision matching: the search term must be completed with the keyword, and the advertisement will be displayed. If the widely matched conversion is higher than phrase matching and precision matching, that means that your account does not have keywords corresponding to the search term, you can download the report and add them.