How to Leverage Long-Tail Keywords in Amazon PPC
Long-tail keywords are an essential part of a successful Amazon PPC strategy. These keywords are more specific, less competitive, and often have higher conversion rates compared to broad, short-tail keywords. By targeting long-tail keywords, advertisers can reach shoppers who have strong purchase intent, resulting in better click-through rates (CTR), lower advertising cost of sales (ACOS), and improved return on ad spend (ROAS).
Understanding Long-Tail Keywords in Amazon PPC
Long-tail keywords are phrases containing three or more words that describe a product in detail. They typically have lower search volume but higher conversion rates because they match the exact needs of shoppers.
For example:
•Short-tail keyword: “running shoes” (high competition, broad search intent)
•Long-tail keyword: “women’s lightweight running shoes for flat feet” (low competition, high intent)
On Amazon, shoppers searching for specific product attributes (size, color, material, use case) are closer to making a purchase, making long-tail keywords valuable for PPC campaigns.
Benefits of Using Long-Tail Keywords in Amazon PPC
1.Lower Cost-Per-Click (CPC): Since these keywords have less competition, bids tend to be lower, helping reduce overall ad costs.
2.Higher Conversion Rates: Long-tail keywords target shoppers with specific intent, leading to more conversions.
3.Better ACOS & ROAS: More conversions at a lower CPC improve overall ad profitability.
4.Less Competition: Short-tail keywords are dominated by big brands, while long-tail keywords offer niche opportunities.
5.Improved Ad Relevance: Amazon’s algorithm favors ads that closely match shopper search queries, improving ad performance.
How to Find the Best Long-Tail Keywords for Amazon PPC
1. Use Amazon’s Auto Campaigns for Keyword Discovery
Running an automatic campaign allows Amazon to test different search terms and identify long-tail keywords that convert well. After gathering data, transfer high-performing long-tail keywords to a manual campaign for better budget control.
2. Conduct Keyword Research with Amazon-Specific Tools
Use tools like:
•Amazon’s Search Term Report (to find actual shopper queries).
•Helium 10, Jungle Scout, or MerchantWords (for long-tail keyword suggestions).
•Amazon’s autocomplete feature (type in a broad keyword and note Amazon’s suggestions).
3. Analyze Competitor Listings
Look at high-ranking competitor product titles, bullet points, and descriptions to find commonly used long-tail keywords.
4. Use Customer Reviews and Q&A Sections
Identify the exact words and phrases customers use to describe their needs and preferences.
How to Implement Long-Tail Keywords in Amazon PPC
1. Set Up a Manual Campaign with Exact & Phrase Match
•Use Exact Match to target highly specific keywords with higher conversion potential.
•Use Phrase Match to capture variations of long-tail keywords while maintaining relevance.
2. Optimize Bids for Long-Tail Keywords
Since these keywords cost less per click, start with moderate bids and adjust based on performance. Increase bids for high-converting long-tail keywords and lower bids on underperforming ones.
3. Use Long-Tail Keywords in Product Listings
To improve ad relevance and organic ranking, include high-converting long-tail keywords in:
•Product titles
•Bullet points
•Backend search terms
4. Monitor and Refine Performance Regularly
•Check the Search Term Report to find new long-tail keywords that convert well.
•Pause irrelevant or non-converting keywords to prevent wasted ad spend.
•Adjust bids based on ACOS to maintain a profitable campaign.
Final Thoughts
Leveraging long-tail keywords in Amazon PPC is a cost-effective way to drive high-intent traffic and improve conversion rates. By researching, implementing, and optimizing these keywords, advertisers can enhance their ad efficiency, reduce competition, and achieve better ROAS while reaching customers who are ready to buy.