The plan here is quite simple: go after the long-tail keywords initially, as you will face little resistance in getting ranked for those Keywords. With little competition and a high intent of purchase, you can get sales rather easily and boost your sales velocity. Once consumers start to become more aware of your brand, and the product starts to achieve a higher rank in the Amazon SERP, you can start targeting the next level keywords and gradually make your way up.
For example, if you are selling a chopping board, then you can start your campaigns with a very specific keyword such as ‘handmade wooden chopping board’ or ‘brown resin wooden cutting board’ and so on.
Next-Level Keywords
After you land initial sales on these keywords, target the next set of generic keywords in the order. In this case, it may be something along the lines of ‘wooden chopping board,’ ‘wooden cutting board,’ ‘vegetable cutting board’ etc.
With every step of the way, you improve your product’s visibility in the search results and associate your item with more popular keywords.
In other words, Amazon’s algorithms learn to rank your product whenever someone searches for any of these keywords.
Finally: Generic, High volume keywords
In the final phase, go after the most generic, popular keywords. Building on our same example, you can target ‘vegetable cutter,’ ‘wooden cutting board,’ and so on. For better results, you can work with multiple campaigns at the same level and experiment with different match types to see which ones are working the best for you.
Pro Tip: The keywords you target in every step must be relevant to your product. Otherwise, you may end up paying for ads that will not bring you any conversions whatsoever.
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