Pay-per-click, or PPC, is an advertising model wherein you only pay for every click your ad gets. In addition, it only shows to people who exhibit high intent to buy your product based on search queries or behavior online. This translates to improved visibility, higher ad conversion rate (click-lead-purchase), and lower ACOS for your business.
PPC campaigns are now critical for e-commerce businesses due to the increasing competition in the online space. They give you more visibility by targeting relevant customers through data and analytics. They also give you more control over your ad spend and can automatically optimize your ads based on your needs.
Meanwhile, having a PPC campaign alone does not automatically give your business the exposure it needs. You need to work on fine-tuning its elements through keyword research and some trial and error. PPC campaign strategies mostly revolve around keywords, and one way is the use of long-tail keywords.
What are Amazon Long-Tail Keywords?
In PPC ad campaigns, the cost-per-click (CPC) is determined by the keywords you bid on.
Vague keywords, or those usually short and general ones, are usually targeted by sellers. And because of this tendency, the competition around these keyword types is tighter, bringing the cost-per-click, up. In the same way, this also makes it harder for you to achieve a high search ranking position that will make customers see you.
On the other hand, long-tail keywords, as the name suggests, compose of more words and are more specific when it comes to search intent. These keywords are normally low-competing ones and do not generate as much search volume.
Since long-tail keywords denote a more specific context, they are more intentional, therefore, bringing the conversion rate higher. They also cost less, enabling you to get more clicks for your budget.
One example of a long-tail keyword is “high cut leather boots for women”. Its generic version could simply be “leather boots” or “boots for women” or just “boots”.
Benefits of Amazon Long-Tail Keywords for PPC Campaigns
The use of long-tail keywords is a must-have strategy for every PPC campaign. It widens your reach and helps you be more flexible with your ad budget while boosting the results of your campaigns.
Here are more benefits of using long-tail keywords for you:
Higher conversion rates
As mentioned, long-tail keywords express a more specific search context. Phrases are more elaborate and directed toward a specific search query. Therefore, your ad will have a higher click-through rate and every click will be more likely to convert.
Lower competition and cost-per-click (CPC)
As opposed to broad keywords, long-tail keywords have lower competition, driving the CPC down. Over time, this decreases the ACOS, making your products more profitable.
Improved targeting and relevance
Getting ranked for long-tail keywords improves your product listing’s relevance score and targeting behavior. This means that the algorithm will strongly associate and expose your product listing to your target market. And these produce positive long-term results for your Amazon business.
Increased visibility and traffic
And because of exhibiting higher relevance and targeted scores, your Amazon product listing will most likely garner more traffic. This is because of a higher ranking that improves its visibility to your target customers.
How to Identify and Use Amazon Long-Tail Keywords
Identifying the right long-tail keywords to use for your campaigns is more than a gut feeling. You have to be systematic and data-driven to get optimal results
Here are ways to gather the best long-tail keywords based on your product’s nature and business goals:
On the search bar, key in a broad keyword, and there you’ll see on the drop-down some long-tail keywords that are relevant to your query.
Amazon’s Search Term Report
Amazon provides sellers with insightful reports about how their business is going. You can also use the search terms report to find long-tail keywords that are relevant to your products.
Keyword research tools
Machine learning and AI are in right now, and you should not miss taking advantage of their power over your business. Keyword research tools use advanced algorithms to identify the best-converting long-tail keywords for your product. In addition, these tools can also help you monitor keyword performance and make new keyword suggestions for you based on real-time data and trends.
Monitor, Test, and Optimize
Though you can choose to automate your PPC campaigns, you can maximize the results when you give it time to monitor, test, and optimize them yourself. Adjust your bids as necessary, pause or schedule campaigns as needed, and remove or add keywords depending on keyword performance from the reports.
Now that the competition is increasingly becoming stiffer, the more that e-commerce businesses need to strategize for them to thrive. Doing PPC ad campaigns can bring the boost you need in terms of visibility, traffic, and profitability.
And if you are already doing PPC campaigns and are not yet seeing the results you need, include long-tail keywords and see the improvements you are looking for. Just remember to monitor, test, and optimize to get optimal results and learn through it as well.
If you do not have the time or maybe lack the confidence in doing Amazon PPC campaigns yourself, we at Signalytics can help you with that. We have teams of professionals who have the experience and expertise when it comes to Amazon PPC. We also deploy our own software that uses advanced algorithm capabilities that hastens the processes, enabling you to identify opportunities and deploy them ahead of your competitors.
Contact us today to know more about how we can partner with you and start adding value to your business.