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:
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。
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。
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。
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。
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。
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。
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。
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。
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。
亚马逊官网原文详情:
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:
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.
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.
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.
Look at the descriptive words you use in your product detail pages (or in the pages of your compe***s) 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.
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.
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.
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’.
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.
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.
文章来源:亚马逊官方网站