Amazon PPC - KW research methods to find profitable keywords

hi guys welcome to my channel this is Jelena from - onea PPC and this is the second video about keyword research the first video I did last week was more about the mindset about looking at your products differently getting to know the narrative of your audience how they would type in what kind of searchers they would type in to find your product etc and this other video is more like methods actual methods that we use to find creative ways in which we use to find the right keywords for your account so there I'll show a couple of ideas I hope that you will find them useful and stay tuned so the first way last week I explained the magnets keyword research tool how you should use it and this week we're going to focus more on the cerebral crustacean lookup tool I have extracted this random it's a random listing from Amazon and used Aysen to do reverse Aysen lookup for this product originally when someone gives us like for example we have a client it knows their competitive landscape very well and then they get was like a couple of aces that we could use the target the same keywords that their competitors aren't doing that's like a very straightforward way and a lot of people can do that but what we actually do when we're trying to find the most profitable keywords is sorting them out by mesh type here there's a in the reverse Aysen tool there is a filter called match type if you have organic sponsored in Amazon recommended ideally we only filter out the download the organic once without look even looking at sponsors or Amazon recommended because this is the this is the amount of keywords and exact keywords and they're search volumes that your competitors are ranking for organically so this could mean that they haven't thought of using the these keywords at all or they are not bidding on them yet so that's your most that's your best chance to get profitable keywords because you don't have to bid on them so high of course if you want if you're after ranking if you're after growth in your account and obviously gonna have to invest a little more money into ranking for and bidding for the same keywords your competitors are bidding from but when it comes to this organic ranking so here we have some basically we have a list and you have three columns here one of them is Amazon recommended the other one is sponsored and the third one is organic zero and one means that if it's a zero it's not for example it's not Amazon recommended if it's one than it is so basically what we want to do is only filter out the the sponsored results which means we want to filter out the ones that your competitor isn't paying for so ideally while this list was like it was like a seven thousand keyword so now that we excluded the ones that they aren't that they are paying for we are left with six thousand keywords so the next logical step would be to eliminate the ones that have no such ball in that at all so we're gonna go ahead and let's do that just by deleting it from the list because if there are no if there is no data about the search volumes it means these keywords aren't super relevant yet and you definitely don't you want at the time you don't target them then we're gonna go ahead and sort by search volume largest to smallest and then add filters again to exclude the sponsored ones we might even go ahead and delete the sponsored ones because they're just creating some confusion here in the list so you're gonna go ahead and delete those and we're gonna go ahead and now see what the list is remaining four thousand nine hundred keywords to look at basically there is a lot of search volume in here a lot of which you have to go through it but you can eliminate you know shorten this list by search volume obviously these ones that have the most search volume they're not going to be specifically longtail for your product if you're selling a show down there for example then obviously cpdt is not your give it to look at at all but somewhere in between let's say such volume between a hundred and five hundred is your range most likely in this case and that's where you should focus so try using filters to speed up this part of this whole process so for example we're not we're going to filter out just the keywords that contain our surrounding them and then here you can see you know for example there are a lot of competitor names here I surrender for dogs you know you can find not only good to its the targets here but also good product ideas for itself maybe like organic extract etc so what you need to do is go through this list and you will see that there aren't a lot of these organic UITs that they are ranking for that they are necessarily paying for but it's definitely worthwhile going through this list and trying to take out some of them because all these search ones for example from this list that contain a sugandha are pretty relevant so if you're able to dig out two or three keywords from this list and dominate them they'll be super cheap for you because not a lot of them not a lot of competitors are bidding on them this might sound like a lot into competing products call me but this is only because it's such a crazy competitive category in general so cerebral organic keywords that's one of the ways in which you could find and find cheap longtail keywords for your brand the second way is through using magnet all the like last week I just we described it there is a magnet tool that you could use and very often if you like enter a seed keyword in the magnitude like for example ocean and the capsules or let's say this was a colon cleanse product that I did the research for long time ago and I found that there is a lot of Spanish keywords actually did have some substantial good search volume to cover so that's like a one percentage of market share that's also overlooked most of the time so yeah when they type in you know for example by heart the peso means lose weight in Spanish so if they type in behind the peso and they they find English results to stick on and click on them of course but you will find that a lot less competition is bidding on these Spanish keywords we have tested this and it has brought us pretty cheap equals so it's something to look at so for example in the spirit research here for the colon cleanse product which is an English product of course American product we had a total search volume related to these Spanish terms of twenty six thousand searches per month collectively so some of them are going to be relevant you can kick them out of the list of course but if you can get like a search volume of one thousand impressions per month or even a couple of thousand per month it'll still be worthwhile because it's far less competition like you can see in this in this column of competing products there are a lot of products that are below even a hundred competing products in a category that's in a supplements category which is always crazy competitive for some reason so that's one of the ways how you can target additional market share without dealing with a lot of competition or paying expensive prices to take away the market share from your competitors also there's this third wave of it's about using synonyms and there's this pretty cool online free tool called thesaurus everyone knows about it obviously what I mean by that is not only trying to for example if you're selling a cigar not only trying to find synonyms for this product you should do that for example I show Conda specifically is also called Indian ginseng it's also called the winter cherry it has a couple of names so it's not specifically a synonym but may be synonyms would make sense using them would make sense if you are targeting the possible usage of the product so for example if someone is battling fatigue and low energy levels with ashwagandha supplement you could look up for synonyms for fatty to target like weakness maybe weariness dullness these are all good ideas so you you find good synonyms here for example lethargy maybe even is a good possible example inactivity possibly so here you will find a couple of things that you could target that's that's basically saying the same thing with different words that's another way in which you could dig out really good keywords the tests that are long-tailed there are aimed towards profitability without actually having to deal with a lot of competition either it's more about when it comes to using you know finding profitable keywords they're almost always going to be profitable if there is less competition because obviously if we have low competition most probably low search volumes are also going to be involved so you have a different type of problem but not the kind of problem you solve with money that's the thing about keyword profitability meaning if you fight with a competitor around highly competitive keyword that has huge search volume the only way you can deal with that is by paying and bidding more for that keyword and if you don't have a lot of competition then usually all these keywords that are you know like substitute keywords that are alternatives and synonyms Spanish keywords you don't have a lot of search volume but basically almost no competition in them so it's more like a challenge to do all this work in the first place but it pays out in the long run and you have to be very white and catching all these times and creative as well but that's that's the thing like if you do them all you most probably going to dominate them all so that's that's the thing about synonyms try to play around with these things a little bit try playing around play around with different phrases different ways in which someone could call your products and you will be surprised what you can find use the Souris or any other tool that can help you out with the synonyms as well the fourth type is the search terms report which is like it's something that's pretty obvious everyone's using most probably in a scenario where you only use broad match keywords in your ad groups and then under search terms report you extract the ones you no longer wish to target or wish to have any kind of traffic from so you exclude them as negatives and the subsequent report can also be used for digging out good long tail keywords for your accounts so for example how do you know which keyword really needs to be excluded in which keyword should be added to your to your list of targeted keywords basically through we use profit margins for each specific ace and as our way of determining what's the threshold so for example if you sell a product that costs $30 for example and your profit margin is let's say about 30% let's say $10 and you are click your average click costs about 50 cents for that specification for our keywords that you're targeting that means that you can practically allow up to 20 clicks that cost 50 cents until you your profit module is being completely eaten up by PPC that means that if you have 20 clicks with no sales you're not even breaking even you're just losing money so that's the kind of gear that you eliminates unless you're pursuing ranking or you know pursuing organic ranking for this or you're doing a product launch for example but if you're just looking at profitability that'll be one of the ways how you eliminate keywords and add them to negatives the same way is like everything that's like below your profit margin like for example you only spent two dollars and made a sale which makes what like it goes like two percent on that specific keyword then you should be looking at velocity has this happened just like a random event like one one sale in the last 30 days or this has happened three or four times on that keyword so if it's just a random event it's just like one sale in the last 30 days you shouldn't probably shouldn't pay a lot of attention to that kind of search term but if it happened a couple of times in the last 30 days then that's maybe a good candidate to add to your keyword list your targeted keywords list and start targeting it possibly in an exact match with higher bits so keywords like these aren't basically very often like everywhere in business the the principle of 80/20 is almost applicable here which means out of 20 keywords if you have like 100 keywords 20 out of 100 will be the ones to actually work build worth looking at that will help some clicks they'll have some data they will have something to learn from and the rest is just going to be some impressions something random you know so with substance report try not to waste too much of your time just focus on the ones that you really see a trend going on so that's that's the thing about the substance report unfortunately I don't have some examples here because there they would basically be showing my clients real life data which I can't really do so but I hope you understand the logic in the principle behind it and feel free to have some questions if you have some questions about specific method of extracting negatives and targeted keywords from the system's report I'll be happy to help you the second thing sorry the the fifth thing is the branded keywords why should you target your own brands name on Amazon simply because everyone else is going to do that if you don't do that your brand's like for example if you understand the whole whole Amazon Marketplace landscape they're trying really hard to create a branded presence for every single seller on Amazon that's why they have created the storefronts it's why they are allowing us all these different ad formats like sponsor price to allow us to become you know like a store within shopping mall basically that's how it would be explained in an offline analogy so what you want to do is give your brand key or its some exposure to make sure that your brand is growing with time that your brand awareness is growing with them regardless of whether you use sponsor print ads responsive products as with these keywords just make sure you use them and that they gain enough exposure some customers are gonna some customers prefer to buy an Amazon and even if they are your loyal customer and they like to find your brand and buy it they were still not going to go to your e-commerce website they're gonna go to Amazon and type in your branded name or because they want to buy from you specifically and the reason for this is possibly the convenience that they are Mazzone is giving them as customers it's also you know the the Prime membership perks that they receive the transparency of being able to provide good feedback or bad feedback for you you know they're being more spoil than ever and Amazon is giving them this so they're using this so in case that they want to purchase something from you continually they're going to type in your brand name on Amazon and a lot of competitors know this so they as soon as they gather more budget they starts bidding on other competitors running so this is something we've seen really really a lot throughout this whole coronavirus period when a lot of advertisers backed out of their PPC they just stopped doing PPC there was like a whole vast empty space of demand that hasn't been fulfilled that you know these bigger players took over by bidding on other brands names and they formed this market share forever so even if you know the whole whole category kind of like dropped because of the coronavirus did this was like the only campaign type you should have still running which is the branded campaign to let your customers find you during crisis times even during standard times so definitely something you should be doing even if you don't have a lot of search volume if you're a new brand it would still make sense let them collect momentum with time I think it's it would make a lot of sense same way that you target branded keywords there's a sixth type of six method of using competitor's keywords so ideally should be someone who tracks your competitors closely and their movements outside of Amazon as well so when you notice that there's there's new product by a certain brand that's quickly gaining momentum quickly gaining rank fighting through ranks it's been like a month that they have an upward trend with ranking you should look them up on all these different websites like for example slick deals or RetailMeNot coupon cabin Best Buy etc there are a lot of these different coupons promo codes and discount websites that you should be on just by just in order to find your competitors if they're doing some kind of discount price they are driving a lot of external traffic a lot of attention to their listings so either you should target them either through basically through product targeting to show up on their product page either through keyword targeting through competitors brand name keywords which means if your competitor is Pepsi you should target Pepsi very polite and have a Pepsi as your competitor then you target Pepsi related keywords as your keywords that's that's competitive keywords so basically what why do you do this why what do you achieve by this I think that you should invest a little bit more in gaining new to brand customers because these customers I mean it only works if your targeted audience is you know for sure that their value shoppers so you can discount your own product just for a temporary amount of time let's count your own product to provide even better offer but you would drive these customers away from your competitor and introduce them to your own product by showing up on your competitor's product pages it sounds a little complex and it sounds a little like a longshot I know but we have tested it it hasn't brought us bad results at all so it's something to see you know maybe consider like for example you know that your competitors are big money to show up on this websites to get listed on them there they're investing a lot of time and they are driving external traffic to their own listing they're investing all this effort to do that so basically what you do is just get on that train and drive with them together so that's the thing you do and basically without investing too much effort and aside from you know monitoring what they do with their listings how soon how recently they have launched something new is a way for you to like gain extra awareness for your own products by discounting them and targeting all these competitors that are doing some kind of external traffic efforts not a bad idea same way how you do this kind of competitive targeting you could also do it through a keywords competitive targeting which usually for us it brings lower conversion rates obviously when someone is typing for a brand name they're specifically looking for you know a specific brand so it doesn't always necessarily has to work in terms of profitability you only do it if you are looking for growth in your account if you're looking to improve the amount of new turbine sales that come in through your door so that's one of the competitors the last thing I wanted to share with you today is the keyword planner so keyword planner is a thing that you can have only if you have a Google account and you open up a Google Ads account basically it's a Google's Google's our search engines seem like Amazon so they also have a very very vast database keywords with their search volumes with historical data about each keyword and this is the place where we find a lot of good ideas to target on Amazon as well we combine this method with using the synonyms method I'm using the Souris basically this is even better than thesaurus in my opinion because gives you the whole lens the whole keyword the universe like for example based on one domain on one page that we gave Google Google crawl to this page and gave us all the possible keyword ideas that could be related to this kind of product so just to show you what I use I use this there are two ways in which you could use keyword planner of course by entering the seed keyword similar to how magnet works in helium 10 and by using entering the page to find keywords this is very similar by starting with the website of a certain page this is very similar to doing the reverse ace except that Google has a much bigger pool wider pool of keywords that didn't offer you so this is like a random product in Amazon the chicken nesting paths funny product okay so what you want to do here is enter a specific page page of this product and then you choose this option to use only this page so coming from this page we received 800 keyword ideas from Google that aren't necessarily related to this product and it's ranking so here in 10 is going to give you all the information from Amazon which is one website on Google and Google is going to give you tons of other ideas that have to do something with this product with this specific topic in general when it comes to chicken poops and when it comes to nesting boxes when it comes to what else they gave us chicken houses laying boxes bedding all of that so even if you don't find some good PPC gear it's the target you will find brilliant keywords for example to add them to your back-end search terms or brilliant keywords to give you ideas what else could you sell in that specific niche you know for a product research as well so we like to from time to time we like to have a look at what Google's thinking about our products when they when we do this kind of like not the reverse Aysen but like similar to like reverse URL tool it's reverse URL tool it's a very old method and Google so obviously best at it because they have been doing it for over a decade now so the eighth option would be combining all of these things into like going through them all seeing what works for your account testing and eliminating the things that don't work doubling down and the things to do and finding the right formula for your own account so these were my ideas I hope it helps and feel free to write some more ideas in the comment sections I'll be happy to discuss them with you and if you have any questions more than happy to help so thank you for listening and I hope that we'll talk soon all right