The key to doing well on Amazon is to have a deep understanding of keywords.

The platform has many ways to classify product keywords, such as big words, long-tail words, category words, and out-of-line words, etc. For many novice sellers, they often ask how to choose these different types of keywords.

First of all, we need to understand how to classify keywords and what the big words, long-tail words and category words we mention in daily life refer to.

Amazon classification by keywords

Classification by keyword attributes

Branded product keywords: Combine the brand name with the product name or its variations as keywords. Complementary product keywords: Target products that are sold separately but can be used with other products. For example, if the keyword is conditioner, the complementary product could be shampoo because there is a mutual demand between them.

Out-of-category keywords: Target keywords that are not related to the product but can increase exposure and promote purchases. For example, although umbrellas and rain boots do not belong to the same category, they can gain additional exposure because they are used in similar scenarios on rainy days.

Automatic keyword placement: Use the query terms that perform well in automatic campaigns as keywords for manual campaigns.

Classification based on consumer search attributes

Big words/category words: usually refer to words that cover a wide range and have relatively vague requirements. For example, "table lamp" is often seen in category names and represents the name of a large category.

Attribute words: They are our most common keywords and the key to forming long-tail words. For example, the "LED" in "LED table lamp" indicates an attribute . The "bedside" in " bedside table lamp" is also an attribute word, as well as words like "red table lamp/blue table lamp" and "table lamp with...", which are used to modify big words/category words and provide more specific descriptions, such as color, function, selling point, material, style and purpose.

Long-tail words: They are not stand-alone words, but are longer keyword combinations consisting of multiple attribute words, category words, and brand words. For example, "dimmable LED table lamp black" has one or more attribute words, and the demand is very clear, so consumers are more likely to purchase through long-tail word searches.

Holiday/peak season-specific words: For example, "Prime Day", "Christmas", "Black Friday", "Cyber ​​Monday", etc., refer to specific holidays or festivals. For example, the "back to school" holiday refers to the date when students return to school. If your product is related to students or campuses, you may see an increase in traffic during these periods. Therefore, we list these words separately and use them as peak season-specific words.

Classification by keyword relevance

There is another way to classify keywords, which can help us make better classification choices when placing ads. If we classify keywords into three categories: product words, attribute words (modifiers), and brand words, we can also classify the word according to strong relevance and weak relevance.

Product words: refers to keywords that match the product description, such as "bluetooth headphone", which are strongly related words. If the keyword for the ad is "bluetooth headphone", and the search query is "cellphone accessories" or "electronic device", the relevance to "bluetooth headset" is weaker.

Attribute words: words that refine the description of products, such as color, shape, size, scene, etc. We regard words whose attributes only partially match the product situation or whose attributes have a low correlation with purchase decisions as weakly relevant words.

Brand word: refers to the name of one's own brand. Sellers who need to join the seller communication group, please contact customer service V: FLA66668888 For sellers who need to conduct off-site promotion or contact celebrity videos, for example, if the brand is "A", "A" is a strongly relevant word for the brand. When consumers search for "A" brand directly, there is a greater chance of matching it. If consumers search for a competitor's brand, and the competitor's brand is significantly different from their own brand in price range or product positioning, then the competitor's brand word may be a less relevant word.

By collecting relevant keywords of the target category through tools such as [Expand Traffic Words], [Keyword Reverse Lookup], and [Keyword Mining] in the product selection data tool, and adding them to the vocabulary with one click, you can obtain an initial keyword vocabulary.

You can also customize group management in the [Keyword Library] to prepare for different goals such as listing creation, advertising optimization, and keyword analysis based on different tags.

The following is our classification of attribute words using lamps as an example:

Different keywords have different effects

Different types of keywords bring different ROAS

ROAS refers to the return on advertising expenditure. We have come to the following conclusions:

1. Brand keywords can produce a higher return on ad spend and defend market share.
If consumers have started searching for brand words, whether they are searching for our own brand words or our competitors' brand words, they have already begun to consider purchasing a certain product or a product within a certain price range or with a certain positioning, and may be relatively close to our purchasing decision.

2. Category keywords are most likely to help us expand our market size.
Certain category keywords will bring higher returns on advertising expenditures, so by setting category keywords, we can target some relatively hesitant consumers, influence their decisions, and increase market share.

3. Competitor keywords often have the lowest return on ad spend and the highest cost of investment.

However, they offer opportunities to capture and increase market share.

(Image source: Amazon Advertising)

Through the above steps, we can quickly build a comprehensive keyword library, the efficiency is really very high!