Amazon Advertising Red Flag: Lack of Keyword Harvesting
When you notice your ad performance dwindling, one of the first questions to ask is “How often is my team harvesting converting terms?” Knowing the answer to this question is vital to understanding how hands-on your provider is. This week, we’re highlighting a critical audit flag that could be hindering your brand’s success: lack of keyword harvesting.
What is Keyword Harvesting?
Keyword harvesting is the continuous process of identifying, collecting, and utilizing high-performing search terms in your advertising campaigns. It’s the backbone of an effective Amazon advertising strategy, and it lets you to target potential customers with precision.
Why is Keyword Harvesting Important?
Without regular keyword harvesting, your ad campaigns might not reach their full potential. You could be missing out on valuable sales opportunities and wasting budget on ineffective keywords. A well-harvested keyword strategy ensures that your ads are shown to the right audience, leading to higher conversions and better ROI.
Step-by-Step Guide to Effective Keyword Harvesting
1. Run a Variety of Campaigns
Start by setting up different types of campaigns:
2. Identify High-Performing Keywords
Monitor your campaigns to identify which keywords are driving sales. Pay attention to the terms that consistently convert.
3. Move Effective Keywords to Targeted Campaigns
When a keyword performs well in an automatic campaign, move it to a category campaign with different match types:
Additionally, negate the term in your automatic campaign to prevent double bidding and budget waste.
4. Re-evaluate keywords Regularly
After 30 to 90 days, review the performance of your harvested keywords. Determine which match type is most effective and consider allocating more budget to these high-performing terms by creating dedicated campaigns.
5. Optimize Continuously
Regularly download and analyze search term reports for both sponsored products and sponsored brands. Combine these reports into a single sheet and sort by metrics like campaign type, ACoS (Advertising Cost of Sales), and sales volume. This helps you identify new opportunities for keyword harvesting and ensures your campaigns remain optimized.
Key Takeaways
Final Thoughts
Mastering keyword harvesting is crucial to overcoming challenges like competition, visibility, and resource allocation. By implementing a robust keyword harvesting strategy, you can ensure your Amazon listings are optimized, your ad spend is efficient, and your brand remains competitive in the marketplace.