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  • Writer's pictureHeath Thompson

Where to Find New Keywords During & After a Launch

The Full Question:

Hi Heath,

When you mention new search terms, are these being found in reports or by doing a reverse asin in cerebro on your own listing? Confused how these 'new' terms would be getting traffic and sales if they weren't already in a PPC campaign and in your listing if it's only exact manual campaigns to begin with... hope that makes sense


The Answer:

You will probably know some of the following but I say it for other people too...


A keyword is a phrase you are targeting, while a search term is what is entered, as a shopping query, into Amazon.


In a Broad campaign it could look like this:


Keyword "Red Car Polish" gets a sale at 20% ACoS


However, when we look at the search term report, or the search term tab in the ad group window, we see that the person who ordered the product typed in "Red Car Polish for Ferrari Dino".  So, you can see how the search term is different from the keyword.


The Ferrari search term is what improves in organic rank while "Red Car Polish" would improve when it gets an order specifically for its phrase (or one the algorithm groups together with it).  When first launching, the clicks also contribute to organic rank as the algorithm begins to understand what you are selling and who is likely to buy it.


The "new search terms" are any that are used that are not currently targeted in your PPC as a keyword.  You want to make them a keyword and try to get more sales for them to improve your organic ranking.

Did you know that competitor ASINs can help to align new keywords to your product?

You will also find new search terms in a Reverse ASIN check, such as Helium 10's Cerebro. This will indicate any new directions that the algorithm is aligning to your product. Let's say that your product was viewed after a shopper had typed in their search phrase but had gone to a competitor product. They saw your product advertised there and you got the sale. The algorithm will often begin to link the keywords mapped to the competitor ASIN to your own product if you get regular sales. This is worth noting if you can beat competitors who already rank for lots of keywords!


I hope that helps.

Need help running your campaigns?

If you can't stand the stress of managing them anymore, or you wish you could get on and focus on what you love about your Amazon work, feel free to get in touch at heath AT I might be able to help.

Tags - Amazon keyword duplication - Amazon PPC keywords - Amazon Ads Keyword Duplication - Should I negative match keywords in Amazon PPC?

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