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:
Types of search queries
Phrases and questions
Product / brand names and types
Search results return lists of articles curated by outlets and influencers. For price comparisons, consumers must toggle between different websites.
All information is in an extensive list of products that are available in the same format, allowing for quick comparison of the features and specs you care about most.
How to purchase
Some articles include a link to an online shop where the product is available. If no links are available, or the shopper does not want to purchase through the linked channel, consumers must do another search.
Click “Add to Cart” and continue the checkout process.
Search result factors
Historical Click Through Rate (CTR), expected CTR, quality score, and other data points.
Past traffic patterns of the shopper of similar shoppers, top selling products, reviews, product relevance, and other attributes.
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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