Making the Most of Product with Keyword Targeting
Product
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6 min read
The method of reaching the right audiences and the customers who will definitely buy the product is undoubtedly provided with keyword targeting.
You should always look for new methods and features to enhance your digital game if you are running a business in which customers frequently spend time before making a purchase, and one of those new methods is called keyword targeting.
Creating ad campaigns for your product is definitely a highly effective way to increase customer traffic or sales. And you might be thinking, isn’t that the main purpose of advertising? No matter what you sell, you want your products and service to get in front of the customers and make them become aware of your products and brand, rather than waiting for them to come and find you. While the method of reaching the audiences and shoppers who might buy the product that you serve is given through advertisements, the method of reaching the right audiences and the customers who will definitely buy the product is undoubtedly provided with keyword targeting.
This is the reason why companies that offer advertising solutions use many different features, it’s all about creating the perfect situation for new customers to find your items and take action as soon as possible. What online sellers don’t know is that it’s not a maze to run, you can simply improve the efficacy of your advertisements with non-complex methods and raise overall sales by knowing how to target your campaigns.
Knowing what keyword targeting is, using it wisely, being able to choose the right words, and being specific will help you reach the shoppers you want and convert them into customers.
What is Keyword Targeting?
Keyword targeting enables you to choose particular, relevant keywords that will make your product adverts appear in searches. People who search for your keywords or visit websites that contain your keywords will essentially see your ads. You can pick the keywords that will be used to display the products in consumer searches and detail pages. This approach is used when you are aware of the search phrases that potential customers enter when looking for products similar to yours.
If we think about it from a customer perspective, when you enter the keywords that describe the product and make a search, you face many sponsored product results. Let’s say that you’re looking for a long prom dress, the term “long prom dress” is the one that the companies have decided to bid on while creating their ad campaigns.
As a seller, you have the option of targeting exact terms or broad matches when you use keyword targeting, you can make different choices in order to reach wider audiences or more specific audiences, and choose if your keyword campaigns will be broad, phrase, or an exact match. The way that keywords match searches will vary depending on the match type.
The least restricted and matching to a wider range of search phrases are broad matches. This setting reaches more people, but they might not be as interested in your particular offering. When shoppers type the same words in the same sequence, phrase matches are associated with their search term. The exact matches are rather straightforward. They only reach a small audience, but those customers are the ones that specifically looking for what you have.
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Specification to find the one
It’s good to reach large audiences, but it can be a bit of a hassle for you to get to the results. So, benefit in specification, being specific is a very important feature when using keyword targeting. Imagine that you are a company selling hiking boots and are very confident by means of the products you sell or its outstanding features, since you have developed a shoe with a non-slip-waterproof fabric and a firm sole. It won’t do you any good to be put on the same list as any regular sneakers or ordinary walking shoes. Because a customer who is looking for a hiking boot that has exactly the special features you offer will be the customer with a high potential to buy. After all, isn’t finding a customer with a high potential to buy what a seller wants to find?
Use keyword targeting in order not to make your customer have a hard time looking for your product, and enter the product specifications correctly when launching an advertising campaign. It’s all about small details that are important and best describe your product.
You need a keyword strategy that prioritizes precise targeting if you want your advertising to appear high in search results. Your ad campaigns might succeed or fail depending on the keywords you use.
Benefits of Keyword Targeting
Keyword Targeting provides an incredible benefit in reaching the right customer as it has been explained from the very beginning of this article. When you reach exact audiences, you get more click-through rates (CTR) and conversion rates. As a result, sales and advertising revenues go up. After all, the logic is simple: the better an advertisement is received by the audience, the greater the click-through rates (CTR), conversion rates, and consequently, the advertising revenue. The motivation for using keyword targeting is obvious since it is a waste of money when an advertisement is shown to someone who is not interested in the product shown in the ad campaign.
Keyword searches account for more than 95% of Amazon purchases. You must carefully choose your keywords to increase your click-through rate (CTR) and return on ad spend (ROAS) as there is a big opportunity to increase purchases via keyword targeting.
Use relevant keywords in bidding to achieve;
- Increased Ad Rankings
- Higher Click-through Rate (CTR) and Return on ad spend (ROAS)
- A better rating for impression and product quality
- Lower costs per click for keywords
Negative keywords
While positive keyword targeting refers to the process of utilizing keywords to choose the context in which an advertisement should run, negative keyword targeting, on the other hand, keeps adverts out of specific situations. It’s just as crucial to target keywords negatively as it is to target them positively. For instance, makeup brands prefer that their advertisements show on pages that contain the phrase “skin” but not the word “allergy.” Advertisers also use negative keyword targeting to stop their advertising from showing up on websites that don’t align with the offerings or identities of their brands. In addition, they avoid spending money on ads on websites whose visitors are unlikely to be interested in buying the advertised product or service.
When the revenue and conversions resulting from the right customers are considered, we can confidently say that keyword targeting is a worthwhile investment. It’s a big relief for all sellers to know that their ad campaigns are shown to the right people and those ad campaigns are profitable at all costs, and bear in mind, both positive and negative keyword targeting can be used to optimize ad performance.
References:
Differences Between Product Targeting and Keyword Targeting. (n.d.). Retrieved August 26, 2022, from www.pacvue.com website: https://www.pacvue.com/blog/improve-roas-with-amazon-product-targeting-vs-keyword-targeting
Joachim. (2022, February 22). How publishers can increase ad revenue with keyword targeting. Retrieved August 26, 2022, from Advanced Ads website: https://wpadvancedads.com/keyword-targeting/
Ronen. (2020, April 9). What is Keyword Targeting in Amazon Ads. Retrieved August 26, 2022, from RevenueWize website: https://www.revenuewize.com/amazon-academy/amazon-advertising-configurations/amazon-keyword-targeting/
Setting up your keyword targeting in sponsored ads. (n.d.). Retrieved August 26, 2022, from Amazon Ads website: https://advertising.amazon.com/library/videos/keyword-targeting-sponsored-ads
Aysu Altuntaş
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