Usually, when the subject of mining Search Terms is referred to, it’s in the context of finding keywords that closely align with what a shopper might use when searching for products to purchase on Amazon. Those search terms are then used as keywords in ads and in a product’s backend (Amazon’s A9 algorithm matches shopper searches with the terms included in the product listing backend and compiles relevant products for search results).
However, search terms aren’t just potential keywords. They can also be a means for improving a seller’s customer engagement and the overall performance of their brand beyond PPC advertising.
Sponsored Brands Video ads are ideally designed to capture the attention of shoppers, drawing them to your listing within the first two to four seconds.
What better way to do this than by showcasing a visual that is directly tied to one of the most highly searched phrases that generates the most money for you for a particular product. It’s a great way to get new ideas that will innovate what you’re doing with your current videos and to create highly engaging ads that motivate shoppers to click on the product’s detail page and click ‘add to cart’.
Search terms that are low ACoS and generate high sales can be used to communicate the idea of what the shopper is looking for (a solution to a problem or to fulfill a desire), as closely as possible and then placed into banners or in photoshop images in your storefront and sub-pages.
The goal is to create a visual that grabs a shopper’s attention or that creates an emotional/ psychological investment in the product or in the brand.
You can create an Amazon Post* around a search term that includes a relevant image or have a post in which you talk about a product including the search term(s) several times. It’s a good way to take search term data and turn it into a post that’s more likely to engage the people who will actually buy from you.
* Posts is an image-based browsing experience on Amazon. Shoppers can explore brand-specific feeds or browse by product category to discover products and see what’s new from brands. You can create content for your products and publish them on the platform.
All of your posts will show up on your brand’s feed. In addition to showing up on your feed, shoppers can encounter your Amazon Posts on product detail pages, in category-based feeds, and ‘related product’ feeds. Amazon’s algorithm decides whether your stories and posts will appear (except for the brand feed where it is published).
Basic A+ content allows sellers to highlight products and share their brand story by adding pre-formatted text and image-based modules to the detail page for their products. Basic A+ content is available to all professional, Brand Registered sellers at no cost.
Premium A+ content enables you to use differentiated content such as video, image carousels, and enhanced comparative tables to tell their brand story and showcase product information on the marketplace. Premium A+ is a paid feature.
Placing Search Terms into an enhanced image or text placement within you’re A+ content is also an excellent way to attract, engage and influence shoppers to buy your products.
Mining Search Terms to improve customer engagement beyond traditional PPC should be a part of every seller’s marketing arsenal because it can play an important role in strengthening the relationship between the seller and their customers, which helps to create loyal customers who purchase from the seller again and again.
For more ideas on how to better engage current and prospective customers, consider working with one of the expert coaches in Entourage’s Amazon Ads Coaching+ program . Our coaches provide private, personal 1 on 1 coaching, working hand in hand with sellers to solve problems and scale profits.
Entourage: Software to Scale Amazon Ads and Results Driven Management.
He is the owner and founder of PPC Entourage, one of the original amazon ad software and management companies. Mike started off as a physical therapist in 2015 and just knew there had to be a better way so he started his ecommerce journey. Using the power of Amazon Ads, he built a 7 figure brand in less than one year. Now he helps other sellers do the same with free valuable education, PPC Entourage software and the ad agency. He is also the author of the Amazon Ads Playbook series.
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