While our core expertise at Sagum lies in social and search platforms like Facebook, Instagram, and Google, the fundamental principles of strategic, data-driven advertising apply universally. For a platform like Amazon, which is a hybrid of search engine and digital storefront, keyword research is the critical foundation for success. It’s about understanding the precise language your potential customers use when they are in a commercial, ready-to-buy mindset.
The Core Philosophy: Think Like Your Customer
Before diving into tools, adopt a mindset of empathy for the customer, a core tenet of our strategy-building process. On Amazon, users are often further down the funnel-they know what they want and are using specific, product-centric language. Your keyword strategy must mirror this intent. Are they searching for a solution (“stain remover”), a brand (“OxiClean”), or a specific product (“OxiClean Max Force Spray”)? Categorizing keywords by this intent is the first best practice.
Best Practices for Amazon Keyword Research
Here is a streamlined, actionable approach, reflecting the efficient and lean methodology we apply to all our client projects.
1. Start with Comprehensive Seed Keywords
Brainstorm every possible term related to your product. Use these sources:
- Your own product listings: Mine your title, bullet points, description, and backend search terms.
- Customer Reviews: This is gold. See how real customers describe your product’s features, benefits, and use cases.
- Competitor Listings: Analyze the titles and bullet points of top-ranking competitors for your target products.
- Amazon’s Autocomplete: Start typing in the Amazon search bar and note the suggested phrases.
2. Leverage Amazon’s Native Tools & Third-Party Data
Data, like water, is essential. You must have it to make intelligent adjustments.
- Amazon Brand Analytics (for brand-registered sellers): This is your most powerful source. Use the “Search Terms” report to see what actual shoppers are searching for, which terms lead to purchases, and your competitors’ share of voice for those terms.
- Amazon’s Advertising Console: Use the keyword research tool within Campaign Manager. It provides search volume and suggested bids based on your product category.
- Third-Party Tools: Platforms like Helium 10, Jungle Scout, or Sellics can provide expanded keyword suggestions, search volume estimates, and competitive difficulty scores.
3. Categorize by Match Type & Campaign Structure
A high-performing strategy outlines not only where you will operate, but where you will not. Structure your campaigns thoughtfully:
- Broad Match: Use for discovery. Cast a wide net to find new, relevant search terms you may have missed. Analyze search term reports regularly to mine for negative and exact match keywords.
- Phrase Match: Offers a balance of control and reach. Good for capturing queries that include your core product phrases.
- Exact Match: The workhorse for profitability. Use for high-intent, proven-converting keywords. This is where you focus budget to “gain traction and hit your goals,” ensuring efficient spend.
- Negative Keywords: Crucially, build a robust negative keyword list to exclude irrelevant searches. This prevents wasted spend and is a hallmark of a lean, efficient approach.
4. Continuously Optimize Based on Performance
Keyword research is not a one-time task. It requires constant communication with your data.
- Establish Clear Goals & KPIs: Define what success looks like-is it Sales, ACoS (Advertising Cost of Sale), or New-to-Brand metrics? Your keyword bids and budgets must align with these objectives.
- Analyze Search Term Reports Weekly: This is your feedback loop. Identify new converting keywords to add as exact matches, and poor-performing terms to add as negatives.
- Seasonal & Trend Adjustments: Update your keyword lists for holidays, seasons, or emerging trends. What customers search for in December differs from July.
The Sagum Difference: Strategic Integration
Ultimately, the best keyword strategy doesn’t exist in a vacuum. It must be fully aligned with your product listing’s content. The keywords you target in your ads must be prominently featured in your title, bullet points, and backend terms to ensure a high relevance score (and lower costs) and a seamless customer experience from ad click to purchase. This holistic, goal-oriented alignment-where your objectives become ours-is what drives real outcomes, whether on Amazon, Facebook, or any other platform where your customers are.
