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The Full Question...
What are some good keywords to use for high click-through rate (CTR) and low cost per click (CPC) when selling products on Amazon?
CTR is partially related to the keywords that you are targeting but it’s also related to your title content seen on a page of results, or the ad itself, your offer, the reviews/ratings compared with competitors, and your main image.
Essentially, the role of your ad is to put your product before the eyes of someone searching on Amazon. That’s it, job done. The rest is up to your listing/offer/branding.
Unlike a TV or magazine ad, with PPC you can choose the keywords to match the search terms a person is using. A higher CTR is likely to happen when you choose keywords that best reflect what you are selling, so that when a shopper sees your ad they see a match for what they are looking to buy. When this is right, you will likely see an increase in CTR.
As more specific keywords tend to have lower search volume, and also usually have more words in their phrase, you are best to be targeting some long-tail versions of what you are already converting well on.
If, for example, you sell a silicone dog brush, “dog brush” might be a high search volume keyword but not have the greatest CTR/CVR this is because it is quite general, and the algorithm, while trying to retrieve meaningful results is displaying a wider field of competitors.
If your product is suited to a specific audience, like, “silicone dog brush for hairy dogs” then targeting that keyword will mean that when people see your product they
a) have a greater match for what they are searching for which increases the chance of a click, and
b) the algorithm is displaying results for products that closely match the search term rather than the more general “dog brush”. So, you have less competition.
For some categories, this is more important. For example, a shopper types in “wall decor” and the algorithm doesn’t know what type of wall decor they want, so it will display different types based on the best sellers for that keyword - this might be mountain wall decor, forest decor, cute animal decor, and so on. So, targeting the right keywords is vital.
The place that I would begin looking is in the search terms of any Broad / Auto campaigns and where your product has converted 3+ times in the last 65 days. You will quickly identify these targets based on their ACoS too.
Do some additional keyword research with a view of finding 5–8 keywords based on each of the ones identified from the above paragraph, and put them in keyword family ad groups - one ad group per campaign targeting a single match type. If you want to target CTR then Exact and Phrase are more likely to match the search term you are targeting.
Wait for enough data to begin to bid manage, usually 6–8 weeks. I would usually start with a bid that is 10% higher than the normal 75c bid, but it depends on your category.
Need help running your campaigns?
If you can't stand the stress of managing them anymore, or you simply wish you could get on and focus on what you love about your Amazon work, feel free to get in touch at heath AT amazonalchemist.com. I might be able to help.
If you want to do things yourself but need to understand PPC more then I have a number of courses available: CLICK HERE it will open in a new tab - then click the course image that interests you for a free lesson and further details.