Introduction
On the Amazon platform, the product wants to be seen by consumers, there is a very important step, that is, keyword inclusion, but many partners in the POD clothing industry do not know what is Amazon keyword inclusion? What is the use of keyword collection? How to determine if your Listing is included by a relevant keyword? Next, this article will delve into the concept of Amazon keyword inclusion, its importance, and how it can be effectively used to increase product visibility and sales. Whether you are a novice POD clothing seller or an experienced POD clothing seller, you can find the appropriate information.
Importance of Amazon keyword collection
What is Amazon keyword collection?
Amazon Keyword inclusion refers to whether the keywords used in your product listing are recognized by the Amazon search engine and used to match buyers' search queries. When a buyer enters a keyword, your product is likely to appear in the search results if it matches the keyword in your product listing.
Why is keyword inclusion so important?
Because only when the keywords in your product listing are correctly included, Amazon will allocate relevant traffic to the corresponding lisiting according to the keywords in the listing, and the product listing will be exposed, ranked, and then there may be sales. Just like the crawling of search engines, whether it is Baidu or Google, or other search engines, only to include your page in their own “ Library ” It may appear in other people's searches, and the same is true of Amazon.
How to determine whether your listing keywords are included by Amazon
To determine whether your keywords are included by Amazon, you can use the following methods:
1. Search test: Enter your keywords directly in the Amazon search box to see whether there are your products in the search results, generally speaking, unless a particularly excellent product, otherwise this direct search is not found products, you can join ASIN, so that you can effectively search out our products, if there is no result in ASIN+ keywords, Or do not find our products, it means that under this keyword, and did not include our products, if it is the core keyword, we need to optimize our Listing.
2. Background data: Make use of the tools provided by Amazon Seller Center, such as “ Inventory report” Or “ Search term report” , view the performance of keywords.
3. Third-party tools: Use some professional Amazon analysis tools, such as Helium 10, Jungle Scout, etc., these tools can help you more accurately understand the inclusion of keywords.
4. Advertising report: Through the data report of Amazon advertising, especially the data of automatic advertising, you can find which keywords bring traffic and conversion.
In addition to the ASIN+ keyword search test is the fastest and most accurate, advertising report is the best way, as for background data, third-party tools, etc., it takes a certain amount of time to find whether the keywords are included, which is for experienced “ A veteran ” It is not timely and effective, so it is recommended that small partners in the POD clothing industry prioritize the use of search or advertising to judge, which will be more rapid.
New products in the early use of automatic advertising Top of Search advertising space quickly hit the list
Preparation
1. Add negative keywords in advance: will be some irrelevant, or the conversion rate is not high in advance negative, in addition, our purpose is to use advertising quickly hit included, can also be some of the keywords have been included negative, with an effective budget, run out of more keywords and data, of course, this no word program is not recommended to be widely used, Because many of our POD clothing sellers in the hit included at the same time, also want to see the data transformation of the high degree of relevance of the keywords, if it is negative, it will reopen a group, of course, this mainly depends on the operator's considerations, if you want the data to be more pure, you can consider.
2. Set a reasonable budget: Allocate enough budget for automatic ads in order to get enough impressions.
3. Optimize the product page: Ensure that the product title, description, pictures and other information is complete and attractive to improve the click-through rate and conversion rate.
Implementation steps
1. Create automated ads: Create a new automated AD campaign in the Amazon AD Management platform.
2. Enable Top of Search ads: Enable &ldquo in AD Settings; Top of Search” AD placement, which will make your AD appear at the top of the search results.
3. Monitoring and adjustment: regularly check the advertising effect, adjust according to data feedback, optimize keywords (mainly add negative keywords) and bidding strategy.
4. Collect data: Use advertising reports to collect keyword data, find out the keywords with excellent performance, and prepare for the subsequent manual advertising.
5. Gradual transition: Once you have accumulated enough effective keywords, you can gradually turn to manual advertising to further optimize the advertising effect.
Tips for Amazon advertising No words
What is an Amazon AD negative?
Amazon AD negative refers to the exclusion of certain irrelevant keywords in the advertising campaign to avoid unnecessary spending and low-quality clicks.
How should different types of advertising No words
1. Automatic ads: In automatic ads, you can find those underperforming keywords through the AD report, add them to the negative keyword list.
2. Manual advertising: In manual advertising, in addition to excluding poorly performing keywords, you can also take the initiative to add some irrelevant negative keywords according to product characteristics and market conditions.
3. Brand promotion advertising: For brand promotion advertising, you can exclude some keywords that are inconsistent with the brand according to brand positioning and target audience.
Specific operation of no word
1. Enter the AD management platform: Log in the Amazon AD management platform.
2. Select the campaign: Find the campaign you want to add a negative keyword to.
3. Add negative keywords: In the campaign Settings, find “ Negative keywords ” Options, enter the keywords you want to exclude.
4. Save the Settings: Save your Settings and the system will take effect immediately.
Problems that may be encountered when denying keywords and tips for negative words
1. Does the word itself or words of similar meaning appear after the word in the advertisement?
We can do phrase negation and precise negation.
- Phrase negative specific practice:
Example 1, such as keyword “ dog bowl ” It's not the word we want, and the roots are not related, so we need to do phrase negation. What it denies, then, is “ dog bowl” Words with prefixes and suffixes.
Such as: dog bowl,dog bowls,large dog bowls,dog bowl 500ml, etc.
However, for example, the search word order is out of order bowl (for) dog, large bowl (for) dog similar words will still be matched by the advertisement. To completely negate “ dog bowl ” Related words, in positive order “ dog bowl ” Phrase negative once; In reverse order “ bowl dog ” Phrase negative once.
Example 2, if we put the word “ Sports kettle small capacity ” , the search term ran out “ Sports kettle large capacity ” Irrelevant and untransformed. So, we give it the phrase negative.
However, when the user searches “ Large capacity sports kettle red ” When the AD may still appear. Because “ Large capacity sports kettle ” In search terms that are consecutive phrases, the order of words that give you a negative is not the same, in which case we need to put irrelevant attributes “ Large capacity ” The phrase "no" is the solution “ Large capacity. ’ Related words appear again.
- Precise negative specific methods:
If our advertisement denies the exact match of the dog bowl and meets the negative keywords of no more than 10 words and 80 characters, but still runs out of the dog bowl. This happens very rarely and is a bug in the advertising system. In the course of our actual operation, if this happens, we will put “ dog bowl ” In the advertising campaign and advertising once again, and the plural form of the negative again, as far as possible to reduce this situation.
2. No, why can't you run out the advertising data after the word?
This situation basically appears when we open a new advertisement, and put the negative word list made by ourselves into the advertisement for negative, and a large number of negative words are easy to run out of data. Therefore, negative words should be negated according to the mismatch between the advertising search terms and the actual product, and some irrelevant and non-single words should be negated every day, rather than placing pre-found negative words into the advertisement in large quantities for negation.
3. Should related but not listed words? Should you list but not related words?
When we analyze this problem, the premise is that the links are optimized to the extreme, the pricing and promotion are OK, and there will be no problems in conversion.
- Keywords with strong correlation are not listed: For the correlation is strong, but the number of clicks should be twice the number of clicks are not a single, I will deny it, this is a high click is not a single, it is likely to be in the word price or promotion and other aspects are not dominant, we temporarily negative, after the accumulation of sales and evaluation, you can find another opportunity to try.
- Out of the single but unrelated words: depends on whether the product is fungible, for example, our product positioning is mainly in some daily activity scenes, such as in the office, school and other environments for simple facial cleaning, handkerchief and face towel have a certain degree of fungibility, you can retain the word; If the positioning of our face towel is the facial care scene, such as makeup removal, drying after cleansing and daily facial cleaning care, this time the handkerchief and our product face towel can not be replaced by each other, then we have to consider negative, because irrelevant words and words that do not meet the needs will lead to the customer after receiving the gap, or not met, resulting in negative feedback. In order to avoid further damage, it is necessary to say no.
Conclusion
Amazon keyword inclusion is an important prerequisite for improving product exposure and sales. Only keywords with high relevance can be included in order to accurately show the product in front of target customers. The inclusion of keywords is not necessarily the more the better, but must have relevance. For example, there is a very important relationship between the title and the keywords in the five content, and optimizing Listing is essentially optimizing the keywords to make the traffic more accurate. Only after the traffic is accurate, we can significantly improve the market performance of the product through effective keyword strategy and advertising, so the inclusion of keywords is very important for Amazon sellers, including our POD clothing sellers. I hope the content of this article will help you achieve better results on Amazon platform!
FAQ
1.Q: What is the special significance of Amazon keyword inclusion for new sellers?
A: For new sellers, good keyword inclusion can help their products bring the most basic natural traffic, at the same time, help advertising promotion quickly accumulate sales and evaluation, so as to build brand credibility.
2.Q: How to choose the right keywords for advertising?
A: When choosing keywords, you should consider the relevance of keywords, search volume and degree of competition, you can use Amazon's own tools or third-party tools for keyword research, in addition, after the promotion is opened, the conversion rate of keywords is one of the most important considerations.
3.Q: Which is more suitable for new product promotion, automatic advertising or manual advertising?
A: It is recommended to use automatic advertising in the early stage of new product promotion, collect data through advertising reports, such as the inclusion of keywords, and the corresponding data of keywords, etc., and then gradually turn to manual advertising for more accurate optimization.
4.Q: What is the function of the No word?
A: No words can help you eliminate irrelevant or ineffective keywords, reduce ineffective and inefficient clicks, improve the conversion rate and ROI of ads, reduce costs and increase efficiency.
5.Q: How to evaluate the effect of keyword inclusion?
A: Generally speaking, through the automatic advertising test during the new product period, you can see the inclusion of relevant keywords to determine whether the keywords selected in the product Listing are appropriate and need to be optimized. When the product is stable, in addition to the automatic advertising test, You can also evaluate the effect of keyword inclusion through Amazon's back office data reports, third-party tools and actual sales data.
