Google vs. Amazon keyword optimization

Consumers conduct their product searches differently on Google and Amazon. Tailor your keywords to align with these search habits.

Erica Jordan

Google and Amazon’s advertising platforms operate around keyword bidding and the use of relevancy to determine rank. These similarities mean you can replicate your strategy across the platforms, right? Not quite.

Amazon vs. Google

The concept of using keywords and relevancy to help reach the right audience is similar, but the platforms meet consumers at different steps of the buyer’s journey. While there is some overlap, by in large, people use Google earlier in the journey, to find what product(s) will fulfill their need, and Amazon later, once they’re ready making purchasing decisions. Because of this, the terms used for search are drastically different.

For example, when looking for a Father’s Day gift: Google: “Best gifts for Father’s Day” and other phrase and question based searches Amazon: “Tie,” “camera,” or “Father’s Day” and other product and category-based keywords

While it’s possible to bid on phrase- or question-based keywords on Amazon, they would likely result in few impressions and limited ad inventory. Most of all, your brand would be missing out on relevant, product-based searches, and therefore valuable sales. See the distinct differences in our chart:

Tips & tricks to getting started with keywords on Amazon

If you’re new to Amazon Marketing Services (AMS) campaigns, here are a few tips to make sure your keywords are appropriate for Amazon searches:

  • Set KPIs and goals based on who you are targeting, and where they are on the buyer’s journey. For the most part, this should be “conversion.”

  • Start with automatic Amazon-suggested keywords. Once you understand performance, shift to manually set up campaigns to hone in on best performing keywords. A/B testing your keywords will also help to optimize the list.

  • Explore tools to help determine additional keywords to add to your AMS strategy. For advertisers with access to Amazon Retail Analytics (ARA) or Amazon Retail Analytics Premium (ARAP), segment keywords based on goals and objectives and add pertinent keywords to your AMS campaigns.

For more on what makes Amazon marketing unique, and tips and tricks to finding the right keywords, check out this MozPod episode, featuring our CEO Connor Folley.

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