The Best Keyword Research Methods for Amazon PPC in 2024

Your Amazon PPC campaigns are only as good as the keywords you target. Picking the wrong keywords means wasted ad spend, low conversion rates, and missed sales.

This is a problem I see all the time. Most sellers just guess at keywords or rely on outdated methods. But in 2024, you need a data-driven approach to keyword research.

In this article, I’ll break down the most effective keyword research methods for Amazon PPC right now. We’ll cover everything from competitor analysis to Amazon’s own tools, so you can find the best keywords to boost your sales and lower your ACOS. Let’s dive in.

1. Start with Your Existing Customer Base

Before you go digging for new keywords, take a look at who’s already buying your products. What words do they use to describe what you sell?

Think about your ideal customer. What problem are they trying to solve with your product? How would they search for a solution on Amazon?

• Example: If you sell a “bamboo toothbrush,” your customers might also search for “eco-friendly toothbrush,” “sustainable toothbrush,” or “biodegradable toothbrush.”

Don’t overthink it. Just brainstorm a list of 5-10 keywords that come to mind when you think about your product and its benefits. This is your starting point.

2. Mine Your Amazon Search Term Reports

Your Amazon search term reports are a goldmine of keyword data. These reports show you exactly what phrases customers are typing into Amazon before they click on your ads and buy your products.

Here’s how to find your search term reports:

1. In Seller Central, go to “Advertising” > “Campaign Manager.”
2. Select “Reports” > “Sponsored Products” or “Sponsored Brands.”
3. Choose “Search Term” as the report type.
4. Set the date range to at least 60 days (90 is even better).
5. Download the report.

Now, open the report in Excel or Google Sheets and start analyzing the data.

Focus on High-Converting Search Terms

Sort the report by “Orders” or “Conversion Rate.” Look for search terms that have generated multiple sales and have a high conversion rate (2% or higher). These are your winning keywords.

• Example: You might find that the search term “bamboo toothbrush for sensitive gums” has a 5% conversion rate and has generated 20 sales in the last 60 days. This is a keyword you definitely want to target more aggressively.

Add these high-converting search terms to your keyword list. You’ll use them to create new campaigns and refine your existing ones.

Negate Low-Performing Search Terms

On the other hand, you’ll also find search terms that are costing you money without generating any sales. These are your losing keywords.

Sort the report by “Spend” and look for search terms with a high ACOS (over 40%) and zero sales. These are the keywords you need to negate.

• Example: You might find that the search term “cheap toothbrush” has cost you $50 in ad spend but hasn’t generated a single sale. This is a keyword you should negate as a negative phrase match to prevent it from triggering your ads in the future.

Negating irrelevant search terms will save you money and improve your overall ACOS.

3. Reverse-Engineer Your Competitors’ Keywords

Another great way to find profitable keywords is to see what your competitors are doing. What keywords are they targeting in their product listings and PPC campaigns?

Here’s how to reverse-engineer your competitors’ keywords:

1. Identify your top competitors. Search for your main keyword on Amazon and see which products consistently rank at the top.
2. Analyze their product listings. Look at the keywords they use in their titles, bullet points, and product descriptions. Pay attention to the long-tail keywords they’re targeting.
3. Use a keyword research tool. Tools like Helium 10, Jungle Scout, and Viral Launch can help you identify the keywords your competitors are ranking for organically and in their PPC campaigns.

Look for Untapped Opportunities

Don’t just copy your competitors’ keywords. Look for gaps in their strategy. Are there any long-tail keywords they’re missing? Are there any product features or benefits they’re not highlighting?

• Example: Your competitors might be focusing on “bamboo toothbrush” but neglecting “bamboo toothbrush travel case.” This could be an opportunity to target a specific niche and attract customers who are looking for a complete travel kit.

4. Leverage Amazon’s Own Keyword Tools

Amazon provides several tools to help you find relevant keywords for your products. These tools are free to use and can provide valuable insights into customer search behavior.

Amazon Suggest

Amazon Suggest is the autocomplete feature that appears when you type a search query into the Amazon search bar. This feature shows you the most popular searches related to your keyword.

To use Amazon Suggest, simply start typing your main keyword into the Amazon search bar and see what suggestions appear.

• Example: When you type “bamboo toothbrush” into the search bar, you might see suggestions like “bamboo toothbrush set,” “bamboo toothbrush holder,” or “bamboo toothbrush kids.”

These suggestions are based on real customer searches, so they can be a great source of keyword ideas.

Brand Analytics

If you’re a brand registered seller, you have access to Amazon Brand Analytics. This tool provides valuable data about customer search behavior, including the top search terms on Amazon.

Here’s how to access Brand Analytics:

1. In Seller Central, go to “Brands” > “Brand Analytics.”
2. Select “Amazon Search Terms” as the report type.
3. Set the date range and category.
4. Download the report.

The report will show you the top search terms on Amazon, along with their search frequency rank and the top products that customers clicked on after searching for those terms.

Use this data to identify popular keywords and see which products are dominating the search results.

5. Test and Refine Your Keywords

Keyword research is an ongoing process. You can’t just set it and forget it. You need to continuously test and refine your keywords to optimize your PPC campaigns.

Here’s how to test and refine your keywords:

1. Create targeted campaigns. Use your keyword list to create new campaigns targeting specific keywords and product categories.
2. Monitor your performance. Track your ACOS, conversion rate, and sales for each keyword.
3. Adjust your bids. Increase your bids for high-performing keywords and decrease your bids for low-performing keywords.
4. Add negative keywords. Continuously negate irrelevant search terms to prevent wasted ad spend.
5. Example: After running a campaign for 30 days, you might find that the keyword “bamboo toothbrush soft bristles” has a high ACOS and low conversion rate. You could try lowering your bid for this keyword or negating it altogether.

By continuously testing and refining your keywords, you can ensure that your PPC campaigns are always optimized for maximum performance.

The right keyword research methods can transform your Amazon PPC performance. By understanding your customers, mining your search term reports, reverse-engineering your competitors, leveraging Amazon’s tools, and continuously testing your keywords, you can find the best keywords to drive sales and lower your ACOS. This means more profit in your pocket.

This article is based on Episode 65 of That Amazon Ads Podcast. Subscribe for weekly Amazon PPC strategies.