Mastering Amazon Keyword positioning: A Step-by-Step Guide

For the vast majority of sellers, using Amazon Advertising is one of the essential skills, because it can play a very significant role in boosting sales, creating best-selling products, and promoting keyword rankings.

Regarding using advertising to boost rankings, YouMailCloud's core feature: Keyword Positioning, is undoubtedly of great interest to everyone, but the logic and application of it may be somewhat vague.

Today, we will guide you to easily understand and master Keyword Positioning.

I. Existence is Justified

First of all, don't have overly high expectations or resistance as soon as you see words like "Positioning." You should know that every demand corresponds to a scenario, and every function has its value of existence.

Existence is justified; understanding the background of its existence and maximizing the value of the function, suitability is the most important thing.

1. Keyword Positioning: Background of Origin

For a buyer with purchasing needs, the routine operation to enter the Amazon platform is:

① Search for keywords

② Browse the search results page

③ Add product to cart and purchase

Deconstructing this, there are only two factors that determine whether a product can generate orders: whether it can be displayed in front of buyers and whether it can attract buyers to place orders.

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Further statistics show that more than 70% of orders come from the first page of search results, and more than 90% of orders come from the top three pages of search results.

In other words, if your product's keyword ranking does not enter the top three pages, then the probability of getting clicks and conversions is very small. Therefore, the Keyword Positioning function emerges as the times require, helping sellers quickly seize ranking positions, improve product sales, and the function operation is convenient and the effect is significant.

2. Keyword Positioning: How to Operate

Keyword ranking has two types: organic ranking and ad ranking. Organic ranking is automatically calculated by Amazon's complex computer system and is difficult to artificially intervene in. Ad ranking, on the other hand, preferentially displays your products in front of sellers through pay-per-click (CPC) and pay-per-impression (VCPM) methods.

YouMailCloud's Keyword Positioning is specifically designed for product targeting - manual ads - keywords in precise targeting to be artificially intervened.

Operating principle: The plugin automatically monitors ranking, and automatically adjusts ad bids or ad placement percentages according to the set positioning strategy, so as to seize the target position.

II. Practice Yields True Knowledge

The above logic operation seems to be no problem, but careful scrutiny reveals many difficult points, such as:

- Amazon ad placement is a competitive mechanism, can it be obtained simply by increasing bids?

- Amazon ad placements are constantly changing, can monitoring ranking positions accurately capture them?

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Sellers who can think about the above questions must also be experienced sellers. Here is also a sincere explanation:

① Although ad placement is a competitive mechanism, the most fundamental influencing factors in this mechanism are: bidding and conversion. Adjusting bids cannot guarantee 100% to occupy the desired position, but it is the most direct and effective way. Moreover, when positioning, you need to combine product conversion on the basis of adjusting bids, and work together in both aspects. Never lose sight of one and neglect the other.

② Although ad placements are constantly changing, by setting the corresponding marketplace zip code and simulating buyer search behavior, it is possible to capture the real ranking of the top three pages to the greatest extent. Moreover, the plugin only captures ranking results and will not click on ads, so it will not have any impact on your products.

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After saying so much, superficial knowledge is ultimately shallow; to know that something is so, one must do it. Practice is the sole criterion for testing truth. The following are some insights from YouYou in the practical operation process, hoping to be helpful to all sellers.

1. What kind of products are suitable for Keyword Positioning

Main promoted new products: Quickly test the market potential of products, and obtain a large amount of buyer behavior data in the short term to judge whether new products can be vigorously promoted;

Best-selling products: A high-quality best-selling product is not affected by seasons and marketplaces. The reason why it does not explode more violently is the intensity of promotion;

Potential products: There is a certain amount of traffic and conversions, but it falls into a growth bottleneck. For better results, it is recommended to use Keyword Positioning + Scheduled Strategy;

Products with good conversion rates: Products with conversion rates higher than the average conversion rate. If the conversion rate is too low, you need to optimize the product page and keywords first, otherwise excessive exposure will only introduce more invalid traffic, which is equivalent to driving traffic for competitors. Conversion rates vary from category to category, and can be filtered according to category.

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2. Several methods for selecting Keyword Positioning keywords

When selecting keywords, it is best to select keywords that have been tested by the market, so that it can be efficient and accurate; if it is a new product that has just been launched, it is recommended to choose the main promoted keywords of the Listing, but the traffic of the keywords should not be too high, which is easy to cause invalid spend, and the keywords need to be few and precise, not broad and general.

The following are two common methods:

- Filter from ad data: select keywords with high clicks, high spend, and high conversions

- Keyword reverse lookup tool: Find keywords with strong relevance and a certain weight

3. Multi-dimensional configuration of Keyword Positioning strategies

The strategy configuration method of Keyword Positioning can be achieved by adjusting bids and adjusting ad placements. Therefore, view the overall performance of ad keywords and the performance of corresponding ad placements to decide which method to use.

For example:

When the overall performance of the ad campaign is significantly better than the performance of ad placement search result pages, it is more inclined to prioritize using bidding for Keyword Positioning.

When the bidding Keyword Positioning effect is not good after multiple adjustments, switch to ad placement positioning.

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You may have known the above methods and logic for a long time, or you may have just learned about them for the first time. The longer you operate on Amazon, the more profound it becomes. Sellers need to find a more suitable method for themselves to use according to their own needs, and continuous exploration and attempts can lead to breakthroughs.