关键词定位最佳实践

选择正确的关键词可以帮助您的广告显示在面向合适受众的搜索结果中。

成功的关键词定位广告活动针对的是能够提高展示次数、点击次数和销量的关键词。如果您没有添加足够的关键词或您的关键词过于具体,您的广告将无法获得足够的展示次数,以致无法达成销售目标。如果关键词过于笼统,您可能会在广告点击次数上花费大量资金却无法达成销售。

使用以下最佳实践查找有效关键词并优化您的关键词策略:

建议关键词

添加新关键词时,请在“相关”选项卡中查看建议的关键词。这些建议的依据是同一商品或类似商品在过去的购物查询和广告,而在品牌推广活动中,它们的依据是着陆页的商品在过去的购物查询。建议的关键词将随着广告活动的投放持续更新,因此请随时返回此处查看新建议。

搜索词报告

广告活动中的搜索词报告让您可以了解顾客在亚马逊上搜索时实际输入的至少带来一次点击的购物查询。使用此报告可确定转化率最高的搜索词和趋势,并可以让您在广告活动中对这些关键词进行竞价时更有竞争力。

自动定位广告活动

对于商品推广活动,您可以使用 ASIN 启动新的自动定位广告活动,然后使用任何符合您业绩预期的购物查询创建一个手动定位广告活动。

描述性词语

查看您在商品详情页(或竞争对手的页面)中使用的描述性词语,并将其添加为关键词。进行头脑风暴,列出您认为买家在亚马逊上寻找与您的商品类似的商品时可能会使用的购物查询。

为您的广告活动列出合适数量的关键词

虽然理想的关键数量并不固定,但我们建议您在广告活动和广告组中至少包含 25 个关键词。您也可以考虑添加更多关键词,确保广告获得足够的展示次数,以实现您的销售目标。有些关键词可能不会获得很多展示次数,因为它们不是常见的购物查询。

品牌关键词

根据广告活动的目标使用品牌商品关键词(包括您的品牌名称和商品名称,及其变体)。使用关键词来定位同一品类中与您的商品类似的商品,或使用互补商品关键词。使用互补商品关键词来定位与您的商品分开销售但需要配合使用的商品。例如,如果您销售 SD 卡,请对关键词“数码相机”提供竞价。 您也可以考虑根据广告活动目标将广告活动或广告组分开。

确定您的目的

想一想您广告活动的目的,考虑是使用笼统关键词还是具体关键词。请记住,较为具体的关键词更有可能吸引顾客点击广告并购买您的商品。

例如,如果您销售狗用洗发水,那么您应该考虑是使用比较具体还是比较笼统的关键词。如果定位关键词“洗发水”,您的广告可能会获得很多展示次数,但您需要同时针对狗用洗发水和人用洗发水这两个关键词提供竞价。此外,即使想买人用洗发水的顾客点击了您的狗用洗发水广告,他们也不太可能进行购买。

相反,如果您认为使用 Yorkie 洗发水的顾客可能喜欢您的洗发水品牌,并且定位了关键词“Yorkie 洗发水”,那么您的广告可能不会获得多少展示次数。您的转化率可能会比较为笼统的关键词(如“洗发水”或“狗用洗发水”)高。

不要设置完就忘记了

等您的关键词在广告活动中运行了两周之后,请查看哪些关键词效果最佳、哪些搜索词能带来最多流量和点击次数。考虑将效果最差的关键词归档,并提高对效果最佳的关键词的竞价。查看过去 7 天内赢得展示次数的广告的建议竞价和建议竞价范围,用作指导。

关键词之间不存在竞争关系

这意味着使用类似的关键词不会增加广告成本或互相抵消。我们建议在同一广告活动中保留类似的 ASIN 和关键词组合,以便最好地了解您的广告活动效果。如果您在多个广告活动中使用相同的关键词推广同一商品,看起来您的广告效果可能并没有变得更好或更差,而您必须查看更多的广告活动页面来确定广告效果。

需要牢记的其他最佳实践

  • 无需添加多个现有关键词的复数或接近的错误拼写。例如,您不必同时添加“耳机”和“一对耳机”,或者“耳肌”和“耳机”。

  • 为具有相同竞价的相同关键词设置三个匹配类型,这个流程与单次添加具有广泛匹配类型的关键词相同,因为您只能对每个可用广告提供一次竞价。为同一关键词设置多个匹配类型不会导致您的广告失去展示次数。

  • 如果您有一个广泛匹配的关键词,但对精准匹配进行了否定定位,您的广泛匹配关键词仍将获得展示次数,但精准匹配短语不会获得展示次数。例如,如果您使用广泛匹配关键词“男士跑步鞋”和否定定位关键词“跑步鞋”,那么您仍将因广泛匹配查询而获得“Adidas 男士鞋”带来的展示量。但如果购物查询中包含“跑步鞋”,您将不会获得任何展示量。


 亚马逊官网原文详情:

Keyword targeting best practices

Choosing the right keywords helps your ads appear in search results for the right audience.

Successful keyword-targeted campaigns target keywords that will drive impressions, clicks and sales. If you don’t add enough keywords or if your keywords are too specific, your ads won’t receive enough impressions to hit your sales goals. If your keywords are too general, you might spend a lot on ad clicks without purchase.

Use the following best practices to find effective keywords and refine your keyword strategy:

Recommended keywords

Review the recommended keywords in the Related tab when adding new keywords. These recommendations are based on past shopping queries and ads for the same or similar products, and in the case of Sponsored Brands campaigns, they’re based on past shopping queries for the products in the landing page. The recommended keywords will continue to be updated as the campaign runs, so check back in for new recommendations.

Search term report

The search term report from your campaigns provides visibility into the actual shopping queries entered by shoppers that resulted in at least one click on your ad. Use this report to identify top-converting search terms and trends, and bid more competitively on these keywords in your campaigns.

Automatic campaign

For Sponsored Products campaigns, you can start a new automatic campaign with your ASIN and then create a manual campaign with any shopping queries that meet your performance expectations.

Descriptive words

Look at the descriptive words you use in your product detail pages (or in the pages of your competitors) and add them as keywords. Brainstorm a list of shopping queries you would expect your customers to use when looking on Amazon for products like yours.

Find the right amount of keywords for your campaign

While there’s no ideal number of keywords, we recommend including at least 25 keywords in your campaigns and ad groups. Consider adding more keywords to ensure that your ads earn enough impressions to meet your sales goals. Some keywords may not receive many impressions because they aren’t common shopping queries.

Branded terms

Depending on the objective of the campaign, use branded product keywords (containing your brand name and product name, or some variation of it). Use keywords targeting products similar to yours in the same category, or use complementary product keywords. For complementary product keywords, target items sold separately from yours but used together. For example, if you sell SD cards, bid on the keyword ‘digital camera.’ Also consider separating campaigns or ad groups based on campaign objectives.

Identify your purpose

Think about the purpose of your campaign and consider if you need to use general or specific keywords. Keep in mind that keywords that are more specific are more likely to reach a shopper that will click on the ad and purchase your product.

For example, if you sell dog shampoo, you should consider whether you want more specific or more general keywords. If you target the keyword ‘Shampoo,’ your ad may receive lots of impressions, but you’ll bid against both dog shampoo and human shampoo keywords. Also, if shoppers looking for human shampoo click on your ad for dog shampoo, they’re less likely to make a purchase.

Conversely, if you think Yorkie owners may like your shampoo brand and you target the keyword ‘Yorkie shampoo,’ your ad may not get many impressions. Your conversions would likely be higher than a more generic keyword like ‘Shampoo’ or ‘Dog Shampoo’.

Don’t set and forget

Once your keywords have been running in a campaign for two weeks, check which words are performing best and which search terms generate the best traffic and clicks. Consider archiving your lowest-performing keywords and increasing your bid on the high-performing ones. Look at the suggested bid and suggested bid range for ads that have won impressions over the past 7 days for guidance.

Keywords don’t compete against each other

This means that using similar keywords won’t drive the ad cost up or cancel each other out. We suggest keeping similar combinations of ASINs and keywords in the same campaign to best understand your campaign performance. If you advertise the same product with the same keywords across multiple campaigns, your ads won’t perform better or worse, but you’ll have to look at more campaign pages to determine your ad performance.

Other best practices to keep in mind

  • No need to add multiple keywords with plurals or close misspellings of existing keywords. For example, you don’t have to add both ‘Headphone’ and ‘Headphones’, or ‘Head phones’ and ‘Headphones.’

  • Setting three match types for the same keyword with the same bid is the same as adding a keyword once with a broad match type because you can only bid once on each available ad. Setting multiple match types for the same keyword won’t cause you to lose impressions.

  • If you have a broad match keyword but negatively target that exact match, you will still be able to receive impressions on the broad match keyword but not on the exact phrase. For example, if you Broad match “men’s running shoes” and negatively target “running shoes” you may still receive an impression on Adidas men’s shoes for the broad match query. But you will not receive any impressions where the string “running shoes” is part of the shopping query.

 文章来源:亚马逊官方网站