What is Keyword Harvesting?
Keyword harvesting is the essence for any Amazon advertising strategy. It is the process of gathering search terms which the customers will be using to find your products via your automated campaigns. This is why it is important to have strong, descriptive content on your product detail pages. This is how Amazon’s A 9 algorithm better understands your products and determines the ranking and whether your ad will be relevant for a given search.
Collecting the search term data from your automated campaigns is the best data you can gather because it will pull out searches from the actual customers who paid and shows you how much money it took to convert them. Whereas, the third-party research tools only give you estimates of what people are searching, but they are still beneficial and can help get you jump-started.
How to perform Keyword Harvesting
- Download the search term report in your Seller Central Account. It consists of the keywords that your auto campaigns picked up. Essentially, if someone searched something and clicked your ad, the search term report will collect that data.
- Go to Reports > Advertising Reports > Search Term Report > Download Report
You are advised doing this every 4 to 6 weeks.
Now that you have your list of keywords you want to add back to your manual campaign, there are a few more steps.
For best results, use all three match types (Broad, Phrase, and Exact).
- Broad match does not need to contain the exact keywords it only needs to be relevant and thus will have the maximum exposure.
- A Phrase match must contain the keyword in some part of its search.
- Exact match will only show for the exact keywords.
Now you can use the bids based on your average cost per click (CPC), which you got from keyword harvest. For broad as well as phrase match set your bid 15% above CPC. And for exact match, set your bid 20% above CPC. Now you are good to add keywords to your manual campaigns.
Hikecommerce is an independent Amazon agency with years of experience and expertise in the field. We provide all the services related to account management and can even assist you in Amazon product keyword research.