Keyword Research – 5 Free and Useful ways to find keywords for your Sponsored Ads

Keyword Research – 5 Free and Useful ways to find keywords for your Sponsored Ads

Keyword Research is one of the most important steps in setting up highly targeted Ad campaigns. It not only helps reach more shoppers but also improves ROI. Besides, including right keywords in your product detail page and within search terms also improves your product’s organic ranking and discoverability.

So, these steps can really help you find more keywords without having to rely on paid tools or software:

1. Suggested Keywords

Quite obvious one but very essential as Amazon suggestions are now getting much better unlike initially. As you set up your campaigns or choose “Add keywords” option in an existing campaign, Amazon populates a list of suggested keywords related to the product you have selected to advertise. And, these keywords usually generate good number of impressions.

Amazon suggested keywords

2. “Amazon Search Terms” (Brand Analytics)

One of the most effective and free tools made available by Amazon itself, again for Free is “Amazon Search Terms” (Seller Central > Brands > Brand Analytics). You can use this tool to find more keywords as well as get a hint of their traffic/trend through their search ranking. The tools also shows you top 3 clicked ASINs for that particular search term (this can help you find competitors).

Amazon Search Terms

You can use the tool in 2 ways:

  • You can either type different key terms that define your product and then get suggested keywords with their search frequency rank.
  • You can enter ASIN(s)/products – This is very useful as it enables you to also search your competitor products and get lists of keywords driving traffic

3. Set up “Automatic” Targeted Campaigns

Available as one of the targeting options under Sponsored Products, “Automatic” targeting is also the easiest one to set up as you don’t need to provide keywords. Based on customer search terms and products they’re viewing, Amazon will target your product (by looking into your product detail page information to match). These target customer search terms as well as products (Amazon also targets related product detail pages) are available within the Customer Search Term Report or “Search Terms” tab within the UI that you can leverage to discover new keywords and regularly add them into your keyword targeted campaigns. It’s important to remember though that Automatic targeting can sometimes be irrelevant or too broad and therefore, costly. To minimize wasteful spend, you can find them out in the search term report and include them as negative keywords/products to exclude them from future targeting.

4. Throw in your key terms as Broad match type

Another useful way to find more keywords is to throw in your key terms as broad match type because customers can type the same search query in different ways e.g. red shoes, shoes in red, red color shoes… So, if you simply add “red shoe” as “broad” match type, it will target for all these. Again, just like Automatic Targeting, broad targeting can also be too broad and costly but usually less than Automatic targeting (as you define keywords to some extent). So, you can closely monitor the search terms again, and, exclude irrelevant or too broad keywords by adding them as negative keywords.

5. Amazon Search Bar

Another useful way to find more keywords is to type your key terms in the Amazon search Bar. It populates related search terms which are usually high traffic ones (based on search history) and can give you new keyword suggestions.

Amazon Search Bar

Finally, while already mentioned above, you can leverage the Search Term Report on a regular basis as it not only shows you the Customer Search Terms for which your Ad got targeted but also key insights such as Traffic (Impressions), spend, sales… These can help you find out whether a keyword is worth adding or keeping in your target keyword list.