This box is very important.
Some time ago we had a discussion on Facebook on how to decide relevancy of the customer search terms for the product.
Bids management is nowhere going to be useful if you are using the weak keywords. Half the battle is won once we can identify which of the thousands of keywords suggested and harvested through either the Amazon Seller Central or other apps. You’re going to go for different tools that will give you a bunch of two or three thousand of keywords related to your product. You can go for reverse ASINs or even Google Adwords. There are so many tools out there to find keywords.
The first step is going through, filtering them and choosing the ones worth your ad spend. The bottom line is determining the degree of how a search term/keyword is relevant to your product.
The best way to understand how relevant a custom search term for a product is, is how many sales it generated in a period of time.
Relevancy Box - the number of sales in the past 60 days that are required to determine if a customer search term is relevant to the product.
So, we decided to use the last 60 days. We’ll ask you how many sales you need for the product or for that customer search terms to be deemed relevant and to be mined by Keyword Miner.
Whenever you’re phase matching a keyword, most probably, you may be able to put a relevancy trigger of 1 so that we could mine keywords more often. At the auto campaign level, you might want to use 2 or even 3. At the broad level, as well as the exact level, it is most likely 1.
My opinion is that you can keep two everywhere.
Eventually, you might want to use 1 in all your exact campaigns as well as in the phrase campaigns in order to grow your core keywords organically quicker.
Know that you have the choice on the user end. You can choose how often you want to trigger the Keyword Miner and how soon you want to mine new customer search terms.
my view on how users should choose keywords, both for PPC, as well as keywords that you should first target in order to rank for.
Something that I’ve seen a lot in the past 10 months working with you guys the users is a lot of misunderstanding and mistakes on
how to choose them
A very important concept that teaches you how to determine keyword temperature. The better you learn this, the more money you’re going to make online, specifically on Amazon.
The problem is not finding a keyword, but picking the right keyword. Another problem is identifying the strategy that will allow you to cover as many keywords as possible without wasting lots of money.
The skill of understanding the keyword temperature is a very good skill. It means you should take keyword after keyword, examine each one, and try to understand the mindset the buyer had at the time he was typing that specific keyword or search term.
There are basically four or five different mindsets or temperatures, if that’s what you want to call them, that identify a buyer.
Let’s take an example. I’m selling “back brace for lifting”. The one for lifting weights. The same one the guys at Amazon wear all day when they pick and pack stuff. The one the US Track, FedEx, or DHL people wear when they carry your package around the world.
Now, a buyer might be looking to buy a present for somebody, a wife or a husband. If she/he’s unaware of the existence of this specific product, She/he might go around looking for medical equipment.
If I go on Amazon and search for medical equipment, there is so much stuff. As you see, there are so many things unrelated to anything and not specifically a back brace.
At this stage of the buyer, me looking for medical equipment, I don’t have a clue on what to buy. I know perhaps, I want to buy a gift but I have no idea what to buy. You don’t want to be the guy advertising for this unless you like the strategy.
Once I understand that in the world exists actually, people like you guys that developed and launched into the market a product specifically for my situation, I’ll finally zero in and decide that I’m ready to buy. Now I know exactly what I want to buy. I know the product that I’m looking for exists, and I’m going to click something here from the search results, maybe one or two and perhaps buy it.
This is pretty much a normal buyer journey. Anybody does this. You guys did this before. When you search for a product on Amazon you do exactly this, right? You look at the top niche, health and beauty, and slowly go down and identify the product you want to sell. The buyer does exactly the same journey.
For each term generated by apps and tools in your keyword research, you need to to understand the color coding of the terms, what mindset each term represents, and build four buckets. I have five here because I also add Brand Aware. Basically, you’ll need four buckets.
To always start from your Product Aware and Brand Aware keywords.
Those should be your first top, both for ranking and PPC. This should convert very good, right out of the gate and should generate a very good and positive cash flow.
Test your Product Aware and Solution Aware keywords
And only once you have that positive cash flow, only when you know that you’re generating money out of this, then you can take the money you’re generating and testing keywords that are in those two buckets (Product Aware and Solution Aware). That would be my advice to you guys.
BONUS TIP: As we know, we cannot decide the headline of our responsive products; it’s fixed by our product title but we can decide the headline search ads.
Here is a quote from Gene Schwartz, and it says:
“If the buyer is aware of your product and has realized it can satisfy his desire, your headline should start with the product.”
So, whenever you run HSA for ‘back brace’, you need to input ‘back brace for lifting by our …’
“If he/she is not aware of your product, but only aware of the desire itself, your headline starts with the desire.”
The desire in our case is to buy a back brace. We don’t know specifically what back brace we need but we can say, ‘you need a back brace, buy our lifting back brace to relieve lower back pain if you lift weights …”
“If he/she is not aware of what he really seeks but is concerned with the general problem, our headline starts with the problem and crystalizes it into a specific product.”
So, if you’re targeting keywords for back pain, you should sell “having back pain? try our back brace for…”