Single Keyword Campaigns: Grow Your Amazon Brand to $1 Million with Keyword Harvesting

Your Amazon sales are stagnant, and you suspect your PPC campaigns are to blame. You’ve heard about single keyword campaigns, but the idea of managing even more campaigns sounds overwhelming.

Most Amazon sellers struggle to scale their brands because they’re not effectively harvesting high-converting keywords and building dedicated campaigns around them. The reality is, if you’re not using single keyword campaigns, you’re missing out on a huge opportunity to boost your visibility and profitability.

In this article, we’ll break down how to use keyword harvesting and single keyword campaigns to grow your Amazon brand to $1 million. Let’s dive in.

What is Keyword Harvesting and Why Does it Matter?

Keyword harvesting is the process of identifying high-performing keywords from your existing Amazon PPC campaigns. Here’s why it matters:

• Uncover Hidden Gems: Your automatic and broad match campaigns are constantly gathering data. Keyword harvesting helps you find those hidden gem keywords that drive the most sales.
• Improve Campaign Relevance: By targeting specific keywords in dedicated campaigns, you increase relevance and improve your ad quality score, which can lower your ACOS.
• Scale Your Growth: Focusing on proven winners allows you to allocate more budget to the most profitable keywords, accelerating your growth trajectory.

How to Harvest Keywords from Your Amazon PPC Campaigns

Here’s a step-by-step guide to harvesting keywords:

1. Run a Search Term Report

First, you need to dive into your Amazon search term reports.

• Navigate to Advertising Reports: In Seller Central, go to “Reports” and then “Advertising Reports.”
• Create a Search Term Report: Select “Search term” as the report type and choose a date range of at least 60 days. 90 days is even better. This will give you a broad view of your top performing keywords.
• Download the Report: Once the report is generated, download it as a CSV file.

2. Analyze the Data

Now it’s time to analyze the data and identify those winning keywords.

• Open in Excel or Google Sheets: Open the CSV file in your preferred spreadsheet program.
• Sort by Sales: Sort the report by the “Sales” column in descending order. This will show you the keywords that generated the most revenue.
• Filter by ACOS: Filter the report to show keywords with an ACOS below your target. For example, if your target ACOS is 30%, filter the ACOS column to show values less than or equal to 30%.
• Look for Repeat Performers: Identify keywords that have consistently generated sales and have a healthy ACOS over the entire reporting period.

3. Identify Relevant Keywords

Now that you have the data, let’s pinpoint the best keywords for harvesting.

• Focus on Keywords with High Impressions: Keywords with a high number of impressions indicate that there’s significant search volume for that term.
• Prioritize Keywords with a Good Conversion Rate: A high conversion rate means that shoppers are likely to purchase your product when they search for that keyword.
• Consider Long-Tail Keywords: Don’t overlook long-tail keywords (phrases with 3+ words). These keywords often have lower competition and can be highly targeted.
• An Example: A client selling coffee mugs found that the keyword “funny coffee mug for dad” generated $1,200 in sales over 60 days with an ACOS of 22%. This would be a great keyword to harvest.

How to Build Single Keyword Campaigns (SKCs)

Once you’ve identified your winning keywords, it’s time to build single keyword campaigns.

1. Create a New Campaign

Start by creating a new campaign in Amazon Seller Central.

• Choose Manual Targeting: Select “Sponsored Products” and choose “Manual” targeting.
• Set a Daily Budget: Set a daily budget that’s appropriate for the keyword’s search volume. Start with a conservative budget and increase it as needed.

2. Create an Ad Group

Within the new campaign, create a single ad group.

• Name the Ad Group: Name the ad group after the target keyword. For example, if your keyword is “funny coffee mug for dad,” name the ad group “Funny Coffee Mug for Dad.”
• Add Your Product: Add the product you want to advertise to the ad group.

3. Add the Keyword

Now, add the keyword to the ad group.

• Choose Exact Match: This is crucial. Select “Exact” match for the keyword. This ensures that your ads only show when shoppers search for that exact term.
• Set Your Bid: Set a competitive bid based on the keyword’s performance in your search term report. You can also use Amazon’s suggested bid as a starting point.

4. Create Your Ad

Create a compelling ad that highlights the benefits of your product.

• Use the Keyword in Your Title: Include the target keyword in your ad title to improve relevance.
• Highlight Key Features: Showcase the key features and benefits of your product in the ad copy.
• Include a Call to Action: Use a clear call to action, such as “Shop Now” or “Buy Today.”

5. Monitor and Optimize

After launching your single keyword campaign, it’s important to monitor its performance and make adjustments as needed.

• Track Your ACOS: Regularly track your ACOS to ensure that the campaign is profitable.
• Adjust Your Bids: Adjust your bids based on the keyword’s performance. If the ACOS is too high, lower your bid. If the ACOS is low and you’re not getting enough impressions, increase your bid.
• Add Negative Keywords: Add negative keywords to prevent your ads from showing for irrelevant search terms.
• Example: One AdLabs client created single keyword campaigns for 10 top-performing keywords. Within 30 days, their overall sales increased by 15% and their ACOS decreased by 8%.

Advanced Tips for Single Keyword Campaigns

Here are some advanced tips to take your single keyword campaigns to the next level:

• Use Product Targeting Campaigns: Create product targeting campaigns to target specific ASINs that are relevant to your keywords.
• Leverage Dayparting: Use dayparting to adjust your bids based on the time of day. For example, you might increase your bids during peak shopping hours.
• Experiment with Bid+: Use the Bid+ feature to increase your bids by up to 50% for top-performing keywords.

Conclusion

Keyword harvesting and single keyword campaigns are powerful strategies for growing your Amazon brand to $1 million and beyond. By identifying your top-performing keywords and building dedicated campaigns around them, you can improve your campaign relevance, lower your ACOS, and scale your sales.

Ready to take your Amazon PPC to the next level? Contact AdLabs today to learn how our software can help you streamline keyword harvesting and build single keyword campaigns with ease.

This article is based on Episode 69 of That Amazon Ads Podcast. Subscribe for weekly Amazon PPC strategies.