Relevancy is a metric that we check on Amazon. We always make sure that the keyword that we are targeting matches the product that we are selling. We need to search Amazon for our keywords to see if the current search results are relevant to our product or not. This allows us to eliminate any irrelevant and potentially wasted spend on our ad account while keeping the conversion rate healthy. We can use excel formulas to create relevancy columns but I’d prefer to cross check keywords by manual searching. When people are thinking about relevancy, they usually don’t think that it is actually affecting the ad performance directly.
Take Away: Targeting our product with more specific keywords will actually be more relevant, thus giving us better ads performance and better ACOS.
How to Monitor Relevancy:
There are two different ways to check the relevancy:
Method 1: Understanding brand personality and product understanding.
For each keyboard dribble target, we can search for the keyword in the Amazon search bar and see what results come out. Then we can compare the search results with the product that we are selling. We want to make sure that the results are similar to our product. This is the first step to do a basic relevance of Jack and this is the manual and a free way of doing that.
Understand what the product is. Check the website, and understand the target. If you have a 12 pack of red roses, you will want to understand who buys red roses, the significance of color and number in roses, any holiday considerations (valentines), and then target your keywords accordingly in different structures.
Method 2. Monitoring CTR and CVR.
The second way to check the relevancy is one based on the numbers and metrics, and acting upon what existing data is telling us (from active live ads) The most relevant KPIs are CTR and CVR. CTR: (Click through rate)- Equates to the number of impressions (displays) to the ad that converts into a click. If a seller gets impressions for a keyword but receives little to no clicks, this usually means that we are having a low click-through rate and our product is not fully relevant to the keywords that are being searched by the customer. Other issues affecting the CTR can be, pricing, main image, etc, but this is still a very helpful metric in determining relevance.
CVR: (Conversion Rate) – Conversion rate essentially compares the number of clicks you receive on an ad versus the conversion into a sale. Issues on conversion can indicate a variety of issues, including irrelevant keywords in your PPC campaigns.
Key Takeaways:
Product understanding and thought are instrumental when choosing keywords to target against a product.
Manual review and KPI metrics provided by Amazon are two important strategies in terms of understanding relevancy and conversion on Amazon, in relation to PPC.
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