Success in advertising on Amazon consists of 4 simple steps:

  1. Finding new Keywords from different sources .

  2. Testing Keywords’ Profitability in test Campaigns.

  3. Finding New Profitable Keywords in test Campaigns.

  4. AdSpend optimization (removing non-profitable keywords and finding the ‘golden nugget’ ones)

We’ll now look at these steps in more detail, and see just how much can reduce your advertising budget and increase your sales.

STEP 1. Finding keywords.

FAQ: What is the difference between a KEYWORD and a SEARCH TERM?

With a Keyword you define yourself, and your search term – this is what the user types in the search field on Amazon. For example, the user has typed in the search for ‘best mattress protector’ – it will be a search term.

You specified in the campaign keyword ‘mattress protector’.   In this case, your ad will be shown to the user, so your keyword has the entry into ‘best mattress protector’ Search Term.

FAQ: What is the difference between BROAD, PHRASE and EXACT match types?

As we have seen in the above example, a Search Term does not necessarily have to fully match the Keyword to the customer to find your product. Consider the following:


Examples: wide entry, word order can be mixed, for example:

The term: ‘mattress best protector ever’.  The Search will show ads on ‘mattress protector’.


The keyword can also be an arbitrary set of words, but our keywords should be set in strict order and without breakdown. The example above will not work for PHRASE match. Therefore, we need to modify it to:  ‘best mattress protector ever’.  This allows you to more accurately define Search Terms, but brings less traffic, and it is more expensive.


It is an exact match, with strict compliance to both Search Term and Keyword. In our example, it should be a ‘mattress protector’ and nothing else. This generates maximum traffic, and it has a higher conversion when compared to other options.

Finding keywords:  this is the most important task. For a successful campaign, you must first find your keywords, and then, by using algorithms, we will increase the ROI of campaigns created.

There are 4 main ways of finding the new Keywords:

  1. Investigation of competitors’ SKUs – by using REVERSE ASIN tool on do this, locate the 5-10 competitors’ SKU’s with the lowest SALES RANK (BSR) – these are usually the first items that appear in the listing on the search. Do not study products that are indicated to be sponsored listings – these are advertisements.

Information about the BSR is at the bottom in the product description. Remember the ASIN of these goods.

Next  click on the link and enter the ASIN and get a list of keywords for the test company. Keep these words.

  1. Search keywords on base keywords and you will get a large list of related keywords. Keep these words.
  2. Using Automatic AMAZON PPC Campaigns.

FAQ: What is the Automatic Amazon PPC Campaign?

Automatic campaign: a campaign where Amazon picks up keywords for you on its own, based on its view of the most relevant words in your description and title of the goods. You just set the list of SKUs, and limits on your daily budget and bids. You can not specify keywords for such campaigns. This is useful in the beginning, when we have not yet collected our own set of keywords.

We will use automatic campaigns as a source of new keywords. To do this, we will launch a new auto campaign, choose the appropriate SKU and set a high bid (e.g., $2) to get a lot of new Search Terms. There is an approximate time of 2-4 weeks to generate new keywords. Next we will see how can work with them.

  1. Using profitable Searchterms of the campaigns that we already have.

This algorithm will be considered later.

STEP 2: Testing keywords.

First of all, we need to create a new campaign with the new keywords. But are we sure that we haven’t used these keywords already? Use New Keywords tool.

To do this, go to the menu Tools >> Keyword tools >> Brand New Keywords.

Before starting keywords into ‘battle mode’ we have to test them to see whether they are profitable for us and weed out unprofitable keywords.

FAQ: What is the difference between CAMPAIGN and AD GROUP?

AdGroup: this is part of CAMPAIGN, a smaller unit of structure. Each campaign can consist of any number AdGroups which will operate the settings for the entire company – for example, the daily budget and so on. It is convenient to have a more structured presentation. In The AdGroup we list SKUs, keywords and bids; you can’t use in the campaigns.

First of all, we need to create a Manual Campaign and add the keywords that we had collected above. For convenience, we can create multiple AdGroups within the same campaign. Consider an example:

To do this, create a new campaign in order to create different AdGroups (for each source of your own).  Set your daily budget and bid in the range of $1-1.5. Match type – BROAD. . .  See Figure below.

After we have added all of the keywords, we will need to wait 2-4 weeks to get statistics. If the budget is too high, and ACOS you are not satisfied, and also too high – it is recommended to lower your bids.

STEP 3: Finding new profitable keywords in campaigns.

At this stage, we will look at ways in which will help you to get a lot of new and high-quality keywords from your campaigns.

  1. Finding new keywords from the test campaigns and auto campaigns – search ACOS:This tool will help us to find all profitable SearchTerms in a given company within a certain ACOS (from 0% to, for example, 40% – depending on your profitability).

Select SKU >> Campaign >> Choose ACOS >> Press FIND KEYWORDS >> Click SHOW ONLY NEW, to weed out the words that are already in the campaigns >> copy obtained unique words. This procedure should be done every week since there are new keywords. These keywords should be added to the new test campaign or to an existing one.

  1. Expand Match Type (from existing campaigns)

If your keyword is performing well in one of the MatchTypes we can extend it to other MatchTypes. To do this, we go to Tools >> Keyword Tools >> Match Type

Choose the SKU’s, and then the campaigns, set ACOS (eg, 30%).

Then click Find Match Type – and get a new expansion of keywords. Also, we add them to the test campaigns.

STEP 4. Campaigns Optimization.

At this stage, we will see how much money you can save by getting rid of unprofitable keywords and Search Terms

  1. Finding unprofitable keywords.

In order to understand which keywords eat up your money, we need to go to a campaign and then click the Keywords Tracking tab:

Next you need to go to the tab non-profitable. We will find two types of words – words that are completely ineffective – adspend more than $30, but with 0 Revenue – these words should be removed or placed on a minimum bid of $ 0.2-0.5.

The second type of words – ACOS out of our range (assuming a range of 30%, while the keywords was 100%). In this case, it is necessary to proportionally reduce the bid to reduce ACOS.

  1. Finding non-profitable SearchTerms

Non-profitable SEARCH TERMS eat up your budget and the only way to deal with them is to add NEGATIVE WORDS to your campaign or AD GROUP level. Let us consider this process. Go to the tab: SearchTerms Tracking >>

Hit Non Profitable >> SearchTerms and find words with a negative Profit.

Copy these SearchTerms and add them to the campaigns or AD GROUPs Negative Keywords (EXACT).

  1. Automatically find the Negative Keywords

In we have the ability to automatically find NEGATIVE KEYWORDS.  For this, click Find Negative Words tab.

Found words should be added to the campaign or Ad Group as  Negative Keywords (PHRASE).


We recommend that you repeat steps 2-4 every week. It doesn’t take much of your time (about half an hour per week) or you can use the Outsource services.




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