Amazon PPC Keyword Research: How to Find the Best Keywords for Your PPC Campaigns

amazon ppc keyword research

Are you struggling to find the right keywords for your Amazon PPC campaigns? Well, here’s some good news: by predicting customer search terms, you can uncover highly relevant and profitable keywords!

Before jumping in I’d recommend starting out with our article explaining the difference between keywords vs. customer search terms (CSTs).

You’ll need a solid grasp of the distinction between the two in order to get the most out of this article.

Wait, but how can you predict customer search terms? Do you have a crystal ball or something?

Here’s the secret! Your customers actually tell you exactly what they are searching for so you can use those Customer Search Terms in your campaigns.

Here’s how it’s done…

Key Takeaways

  • Harvesting customer search terms from your keyword discovery campaigns to exact match types can lead to improved ad performance, lower customer acquisition costs, reduced wasted ad spend, and increased sales.
  • Amazon keyword research optimization is important as a majority of product searches happen on Amazon, and keyword research helps reach existing and attract new customers.
  • When finding the best keywords for PPC, start with seed keywords, explore long tail keywords, consider Amazon keyword ranking and search volume, and choose keywords with high ranking, search volume, and low CPC.

We Did a Little Experiment to See If Our Team Could Predict Customer Search Terms

Are you an Amazon seller struggling to find the right keywords for your Amazon PPC campaigns? Have you ever looked at your Search Term Report and felt like you were reading a different language? We certainly have!  In this discussion, we will explore the concept of using keyword farming to optimize your campaigns. By strategically researching and selecting relevant and profitable keywords, you can improve ad performance, increase sales, and lower customer acquisition costs. Learn how to leverage keyword match types and discover the best techniques for conducting effective keyword research for Amazon advertising.  

It happens time and time again that the keywords that we think are going to be our top converters are totally different from what customers are actually searching for.

For example, we sell a product similar to the one below. It’s what might commonly be called a plastic coffee cup lid.

A coffee cup lid on a white background, ideal for Amazon.

We did a little experiment around the office and asked everyone to come up with their top 5 keywords for this product. Then we asked them to rank them in the order of what they thought would be our top search term converters (in an exact campaign).

Here’s what they came up with.

  1. Coffee cup lid
  2. Plastic lid
  3. To go cup lid
  4. Disposable coffee cup lid
  5. Throw away coffee cup lid

A perfectly reasonable list, right?

Well, here are the actual top 5 search terms by sales for this product.

A screenshot of the google analytics dashboard displaying Amazon keywords.

Some of these maybe you could have seen coming, but how about “hot cups lids”?

Yeah…me neither.

For whatever reason when people are searching for “hot cups lids” they’re apparently looking for exactly our product. ¯\_(ツ)_/¯

So, if even highly experienced PPC experts still have this problem how are you supposed to deal with this?
Use it to your advantage!

Using Keyword Farming to Optimize Your Campaigns

The way we deal with this is by using a method that we call “farming”.

To put it into one sentence I would say:

We generate a huge list of keywords that we put into broad campaigns to help identify high-performing search terms and then move those into exact campaigns.

Using this simple (but grossly under-utilized) method can ensure you’re maximizing your campaigns by leaving no stone unturned.

Because missing even one or two high-potential keywords can mean that you’re losing out on thousands of dollars in revenue over the lifetime of the product.

As far as how we handle this for clients, here’s what our entire 6-step farming process looks like in a cute infographic.

Amazon ppc farming process

The result is that you get a list of extremely high-potential keywords that have a proven track record of converting for your specific product that we can then use to maximize your profit.

Using keyword farming can help identify high-performing search terms and maximize your campaigns. Here are three reasons why keyword farming is crucial for optimizing your Amazon PPC campaigns:  

  1. Uncover hidden opportunities: By generating an extensive list of keywords and testing them in broad campaigns, you can discover new search terms that have the potential to drive significant traffic and conversions. This allows you to tap into previously untapped markets and expand your customer base.
  2. Improve ad performance: Keyword farming enables you to separate high-performing search terms from underperforming ones. By moving these successful keywords into exact match campaigns, you can allocate your budget more effectively, increase click-through rates, and improve return on ad spend (ROAS).
  3. Maximize profit: Missing out on even a few valuable keywords could mean losing out on substantial revenue over time. Keyword farming ensures that you leave no stone unturned in identifying profitable search terms that have proven conversion rates for your specific product. This way, you can optimize your campaign targeting and maximize profitability.

Understanding Amazon PPC and Keyword Research

If you want to understand how Amazon PPC works and how to make it work for you, it’s essential to grasp the concept of keyword research.

Keyword research is a crucial component of Amazon PPC because it helps you identify the relevant and profitable keywords that will drive traffic and conversions.

The Importance of Keyword Research for Amazon PPC

Keyword research plays a crucial role in optimizing your Amazon PPC campaigns and reaching both existing and potential customers. By conducting thorough keyword research, you can identify the most relevant and profitable keywords to target in your campaigns. This will help increase visibility for your products, drive more traffic to your listings, and ultimately boost sales.

When conducting keyword research for Amazon PPC, it is important to consider factors such as search volume, competition, and relevance to your product. Look for keywords that have a high search volume but low competition to maximize the effectiveness of your campaigns.

Additionally, consider using long tail keywords which are more specific and targeted. These keywords may have lower search volumes but can result in higher conversion rates as they attract customers who are specifically looking for what you offer.

Remember that keyword research is an ongoing process. Regularly monitor the performance of your campaigns and make adjustments based on data-driven insights. By continuously refining your keyword strategy, you can ensure that your Amazon PPC campaigns remain effective in driving sales and reaching your target audience.

Steps to Find Profitable Keywords for Amazon PPC Campaigns

To find profitable keywords for your Amazon PPC campaigns, there are several key points you should consider.

First, utilize Amazon’s Search Terms Report to analyze the search terms customers are using to find and purchase your products.

Second, take advantage of Amazon keyword research tools to identify relevant and high-performing keywords that can boost your ad visibility and sales.

Lastly, leverage third-party tools for advanced keyword research to gain deeper insights into market trends, competitor analysis, and additional keyword opportunities that can give you a competitive edge in your advertising strategy.

1. Utilize Amazon's Search Terms Report

Check the Search Terms Report to identify which specific keywords customers are using to find your products on Amazon. This report provides valuable insights into the search terms that are driving traffic and sales for your business.

By analyzing this data, you can optimize your PPC campaigns and target relevant keywords that have a higher chance of converting into sales. Look for patterns in customer search behavior and focus on keywords that align with your product offerings.

Use this information to refine your keyword strategy and improve your ad performance. By understanding the specific keywords that resonate with your target audience, you can create more effective ads and increase your chances of success on Amazon.

Stay ahead of the competition by utilizing the power of data-driven insights from the Search Terms Report.

2. Use Amazon Keyword Research Tools

Using Amazon keyword research tools can provide valuable insights into your customers’ search behavior and help optimize your PPC campaigns. These tools allow you to gather data on the most relevant and profitable keywords for your products.

By analyzing customer search trends and identifying high-ranking keywords with low cost-per-click (CPC), you can improve the performance of your ads and attract more customers to your listings.

With these keyword research tools, you can explore a wide range of seed keywords and their associated long-tail variations. You can also consider factors such as Amazon keyword ranking and search volume to determine the best keywords for your campaign.

By utilizing these insights, you can choose the most effective match types for your campaign goals, budget, and experience. Whether you’re a newer brand starting with broad match types or a seasoned brand focusing on exact match types, using Amazon keyword research tools will help you reach existing customers and attract new ones.

3. Hire an Amazon PPC Agency

Looking to elevate your Amazon PPC advertising game?
Instead of using a keyword tool and blindly throwing money at PPC advertising, there’s a more efficient and effective way to boost your success.

Why not consider enlisting the assistance of seasoned professionals?

Hiring an Amazon PPC agency is like having a squad of PPC ninjas at your beck and call, relentlessly optimizing your campaigns. They possess the experience and strategies to maximize your ROI and generate clicks like a well-oiled cash machine.  

By entrusting the specialists with this task, you can save yourself from headaches, uncertainties, wasting money, and time.

You’ll soon discover that your bank account is in for a pleasant surprise.

Did anything in this article spark your curiosity or bring up a question? Comment below or email us at We love talking about PPC!

Written by
Carly M.

Carly is an eCommerce expert and founder of PPC Farm, an agency that specializes in elevating Amazon sellers through strategic PPC management. With over 11 years in the industry, her and her team have successfully managed thousands of ASINs, boosting visibility, sales, and performance for their clients.

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