Google Ads for Amazon Products: Keywords & Search Terms Guide

In this post, we dive into how to effectively use keywords and search terms when promoting Amazon products with Google Ads. Keywords are essential for targeting the right audience, driving relevant traffic, and maximizing ad performance. Here’s a comprehensive guide to optimizing keywords and search terms in your Google Ads campaign for Amazon products.

1. Keyword Match Types

Using the right keyword match types in Google Ads is essential for targeting Amazon product audiences effectively. Here’s a breakdown of each match type and its role in your campaign:

Choosing the Right Match Types:

Google offers several match types: broad, phrase, exact, and broad match modifier. Each serves a unique purpose:

• Broad Match: Reaches the widest audience, ideal for discovery, but can lead to irrelevant clicks if not monitored.
  • Best Use: Useful for discovering new keywords, but should be combined with negative keywords to filter out irrelevant traffic and control costs
• Phrase Match: Targets searches that contain the keyword phrase in the order specified, allowing for some variation.
  • Best Use: Effective for targeting specific phrases related to Amazon products while still allowing some flexibility in search terms.
• Exact Match: Limits ads to searches that match the keyword exactly, ensuring high relevance.
  • Best Use: Ideal for high-converting keywords, as it focuses on specific searches with higher purchase intent

By strategically applying different match types, you can broaden reach, capture relevant traffic, and drive high-quality leads for Amazon products on Google Ads.

2. Combining Match Types for Comprehensive Targeting

Using multiple keyword match types within the same ad group can create a balanced approach to targeting, allowing you to capture a broad range of user intent while managing costs effectively. Here’s how each match type contributes to a comprehensive targeting strategy in your Google Ads campaign:

Broad Match for Discovery:

• Purpose: Broad match keywords cast the widest net, allowing Google to match your ads to searches that include any variation of the words in the keyword phrase. This can include synonyms, related searches, and misspellings.
• Benefits: Broad match is ideal for uncovering new opportunities by capturing unexpected variations and longer-tail keywords that users are searching for.
• Strategy: Use broad match for initial discovery and pair it with negative keywords to exclude irrelevant traffic. This prevents overspending on searches that don’t align with your campaign goals.

Phrase Match for Targeted Reach:

• Purpose: Phrase match triggers ads for searches that contain the keyword phrase in the same order, but with some flexibility for additional words before or after the phrase.
• Benefits: Phrase match allows you to target users who are searching for specific ideas or themes related to your products, offering a good balance between reach and relevance.
• Strategy: Incorporate phrase match for keywords that are directly related to your products but may benefit from slight variations. For example, if the main product keyword is “organic coffee,” phrase match allows for searches like “best organic coffee brand” while still keeping the intent focused.

Exact Match for High Intent:

• Purpose: Exact match keywords limit targeting to searches that match the keyword exactly or closely in meaning, ensuring a high level of relevance.
• Benefits: Exact match is ideal for driving high-intent traffic, as it focuses on searches that are more likely to convert, ensuring that your budget is spent on the most valuable clicks.
• Strategy: Use exact match for keywords that you know are directly aligned with your products and that have shown high conversion rates. This match type provides maximum control over your budget, as you’re only bidding on the most relevant searches.

3. Search Term Analysis for Optimization

• Understanding Keywords vs. Search Terms: Keywords are the terms you bid on, while search terms are actual phrases users search. Analyzing these helps you understand what’s working.
• Regularly Reviewing Search Term Reports: Review these reports frequently to discover new keyword opportunities or refine targeting. If certain search terms are generating high conversions, consider adding them as exact match keywords to capture more high-intent traffic.
• Reducing Wasted Ad Spend: Search term analysis is invaluable for cost control. By identifying irrelevant or low-performing terms, you can exclude them, ensuring your budget is focused on more relevant queries. Example: If you’re advertising premium Amazon products, irrelevant terms like “free” or “budget” could be excluded to refine targeting.
• Adding High-Performing Search Terms as Exact Match Keywords: If a search term consistently performs well, consider adding it as an exact match keyword to have better control over bids and budget allocation.
• Finding Patterns and Search Intent: Search term analysis also helps identify patterns in user search behavior, allowing you to cater to different search intent levels.
  • Low-Intent Searches: For instance, if you notice users frequently adding modifiers like “how to” or “guide,” these may indicate informational intent rather than purchase intent. You might decide not to target these terms if your campaign’s focus is on sales.
  • High-Intent Searches: Terms that indicate readiness to buy, such as “best price,” “buy now,” or specific brand names, can indicate a higher likelihood of conversion.
• Using Search Term Insights for Broader Strategy Adjustments
  • Aligning with Audience Needs: Insights from search term analysis can guide broader campaign adjustments, such as creating tailored ad copy that speaks directly to common search themes.
  • Content Strategy Alignment: High-volume search terms can inspire content for landing pages, blog posts, or even product descriptions that reflect the exact language and topics users are searching for.

4. Branded vs. Non-Branded Keywords

Balancing branded and non-branded keywords is key to a successful Google Ads strategy for Amazon products. Branded keywords help secure high-intent traffic and protect brand reputation, while non-branded keywords allow you to expand your reach and attract new customers.

When to Use Branded Keywords:

• Established Brand Presence: Branded keywords are particularly effective if your brand or product already has a strong reputation or customer following.
• Protection from Competitors: Use branded keywords if you notice competitors bidding on your brand terms. This approach helps you maintain control over searches for your brand and reduces the likelihood of losing traffic to competitors.
• Efficient Budget Allocation: Since branded keywords often have lower CPC and higher conversion rates, they are an efficient way to maximize ad spend

When to Use Non-Branded Keywords:

• For Product Discovery: Use non-branded keywords when your goal is to introduce your Amazon products to new audiences and expand brand visibility.
• To Capture Category Interest: Non-branded keywords are valuable when you’re looking to establish a foothold in a specific product category and gain market share.
• For Long-Tail Targeting: Consider using long-tail, non-branded keywords that describe specific product features or use cases (e.g., “noise-canceling earbuds for travel”). Long-tail keywords often have lower CPCs and higher relevance

Creating Separate Campaigns for Branded and Non-Branded Keywords

• Consider creating separate ad groups or campaigns for branded and non-branded keywords to manage budgets and strategies more effectively. Branded keywords can capture high-intent users, while non-branded keywords broaden reach.
  • Set up distinct campaigns or ad groups for branded and non-branded keywords.
  • Benefit: Control budgets, bidding strategies, and tailor ad copy for each type of keyword.

Combining Branded and Non-Branded Keywords in Retargeting

• After initial campaigns, you can retarget users who interacted with your non-branded ads by using branded keywords in a remarketing campaign. This strategy works well for Amazon products because it allows you to capture interest from users who may have initially discovered your product through a generic search but need further engagement to convert

Leverage Long-Tail Keywords:

• Use detailed, intent-specific non-branded terms (e.g., “noise-canceling headphones for travel”) to capture niche audiences at a lower CPC.

5. Leveraging Long-Tail Keywords

Long-tail keywords are detailed, multi-word phrases (e.g., “best noise-canceling headphones for travel”) that capture specific user intent. They help you reach niche audiences by focusing on precise searches rather than broad, high-competition terms

Why Focus on Long-Tail Keywords:

Long-tail keywords are often less competitive, lower in cost-per-click (CPC), and can have higher conversion rates.

• Precise Targeting: Long-tail keywords capture users with particular needs or preferences, making them more likely to convert.
• Improved Ad Relevance: These keywords align with specific product features or use cases, increasing the relevance of ads and landing pages for searchers.
• Budget-Friendly: With lower CPC, long-tail keywords allow you to allocate budget efficiently, driving high-quality traffic without overspending.

Finding Relevant Long-Tail Keywords:

• Use tools like Google’s Keyword Planner or Amazon search suggestions to find niche keywords that reflect specific customer needs.

Strategy Tip:

• Combine long-tail keywords with exact or phrase match to ensure you capture relevant traffic without attracting unrelated clicks.

6. Optimal Number of Keywords per Ad Group

A structured approach to keywords per ad group keeps ads relevant, improves ad performance, and optimizes spending for Amazon product campaigns on Google Ads.

Maintaining Ad Group Relevance:

For optimal performance, limit keywords to a manageable number (5-20 keywords) per ad group, with tightly related themes to ensure relevant ad copy.

Why Fewer Keywords Are Better:

• Enhanced Ad Relevance: Fewer, tightly focused keywords help align ad copy with specific search queries, improving Quality Score and engagement.
• Better Performance Tracking: A streamlined keyword set makes it easier to track individual performance and make precise optimizations.
• Avoiding Keyword Overlap: Avoid using similar keywords across different ad groups, as this can lead to internal competition and affect performance.

Grouping Strategy:

Tightly Related Themes: Group keywords around similar themes or product attributes (e.g., “wireless headphones” and “Bluetooth headphones”) to ensure all keywords align with the same ad copy.

Avoid Overlap: Avoid using similar keywords in multiple ad groups to prevent internal competition that can raise CPCs and dilute ad relevance.

Testing & Optimization:

Start with a smaller number of high-intent keywords and gradually expand based on performance. Regularly assess which keywords drive the best results and adjust your ad groups accordingly.

7. Using Amazon Data to Refine Keyword Strategy

Leveraging Amazon-specific data can greatly enhance your keyword strategy for Google Ads campaigns, allowing you to target relevant audiences with precision. Here’s how to make the most of Amazon data:

• Leveraging Amazon Search Term Data: Amazon Ads data can be invaluable for informing Google Ads keyword strategy. Look for top-performing terms to identify search trends and buyer behavior.
• Incorporating Amazon Bestseller and Review Data: Analyze bestsellers and customer reviews to generate keyword ideas that reflect popular product attributes or address common customer pain points.
• Product Listings & Descriptions: Extract keyword ideas from product descriptions and features that resonate with Amazon buyers.
• Seasonal Trends: Adjust for seasonal keywords by reviewing Amazon search trends during peak shopping times, like holidays.
• Bestseller Rankings: Identify keywords related to best-selling products in your category to capture high-demand traffic.
• Competitor Analysis: Review competitor listings and top-performing keywords on Amazon to identify terms they are successfully targeting. Use these insights to refine your Google Ads keyword strategy and capture competitive market share.

8. Ongoing Keyword Optimization

• Regular Review and Optimization: Review keywords frequently to assess performance and adjust based on CPC, CTR, and conversion rates.
• Pausing Underperforming Keywords: Remove or pause keywords that consistently underperform to focus on higher-performing ones.
• Testing New Keywords: Regularly add and test new keywords to expand reach and identify new opportunities for campaign improvement.

Conclusion

Effectively managing keywords and search terms in Google Ads campaigns for Amazon products requires ongoing analysis, strategic use of match types, and insights from both Google and Amazon data. With these tactics, you’ll be well-positioned to drive more relevant traffic and increase conversions on your Amazon product listings through Google Ads.