Amazon Audit Flag of the Week: Lack of Keyword Harvesting 🚩

When you notice your ad performance dwindling, one of the first questions to ask is “How often is my team harvesting converting terms?” Knowing the answer to this question is vital to understanding how hands-on your provider is. This week, we’re highlighting a critical audit flag that could be hindering your brand’s success: lack of keyword harvesting.

What is Keyword Harvesting?

Keyword harvesting is the continuous process of identifying, collecting, and utilizing high-performing search terms in your advertising campaigns. It’s the backbone of an effective Amazon advertising strategy, and it lets you to target potential customers with precision.

Why is Keyword Harvesting Important?

Without regular keyword harvesting, your ad campaigns might not reach their full potential. You could be missing out on valuable sales opportunities and wasting budget on ineffective keywords. A well-harvested keyword strategy ensures that your ads are shown to the right audience, leading to higher conversions and better ROI.

Step-by-Step Guide to Effective Keyword Harvesting

1. Run a Variety of Campaigns

Start by setting up different types of campaigns:

• Automatic Campaigns: Let Amazon select keywords for you. This is great for discovering new, relevant search terms.
• Category Campaigns: Target specific product categories to reach a broader audience.
• Branded Campaigns: Focus on keywords related to your brand to capture brand-aware customers.

2. Identify High-Performing Keywords

Monitor your campaigns to identify which keywords are driving sales. Pay attention to the terms that consistently convert.

3. Move Effective Keywords to Targeted Campaigns

When a keyword performs well in an automatic campaign, move it to a category campaign with different match types:

• Broad Match: Captures a wide range of relevant search terms.
• Phrase Match: Targets searches that include the exact phrase.
• Exact Match: Focuses on the precise keyword.

Additionally, negate the term in your automatic campaign to prevent double bidding and budget waste.

4. Re-evaluate keywords Regularly

After 30 to 90 days, review the performance of your harvested keywords. Determine which match type is most effective and consider allocating more budget to these high-performing terms by creating dedicated campaigns.

5. Optimize Continuously

Regularly download and analyze search term reports for both sponsored products and sponsored brands. Combine these reports into a single sheet and sort by metrics like campaign type, ACoS (Advertising Cost of Sales), and sales volume. This helps you identify new opportunities for keyword harvesting and ensures your campaigns remain optimized.

Key Takeaways

• Stay Proactive: Regular keyword harvesting is essential for maximizing your ad performance.
• Be Strategic: Utilize different match types and campaigns to target your audience more effectively.
• Review and Adjust: Continually monitor and optimize your keywords based on performance data.

Final Thoughts

Mastering keyword harvesting is crucial to overcoming challenges like competition, visibility, and resource allocation. By implementing a robust keyword harvesting strategy, you can ensure your Amazon listings are optimized, your ad spend is efficient, and your brand remains competitive in the marketplace.

If you’re struggling with keyword harvesting or want to ensure your Amazon advertising strategy is top-notch, we’re here to help. Contact us for a free audit and take the first step towards transforming your Amazon presence.