Guide to Amazon PPC Keyword Research: Boost Your ROI Today

by | Sep 13, 2023 | Amazon PPC

Are you ready to unlock the full potential of your Amazon PPC campaigns? In this competitive world of e-commerce, success hinges on your ability to stand out. One of the most powerful tools at your disposal is keyword research for Amazon PPC. We will take you on a journey through the art and science of keyword research, showing you how to leverage it to propel your Amazon advertising to new heights.

Prepare to discover the secrets of uncovering high-converting keywords, optimizing ad campaigns, and maximizing ROI. With the insights and strategies offered in this guide, you’ll be equipped to rise above the competition and elevate your Amazon PPC campaigns to unparalleled levels of profitability. It’s time to embark on this transformative voyage and unlock the full potential of your Amazon advertising endeavors.

Key Takeaways

  • Keyword research is crucial for the success of your Amazon PPC campaigns, as it helps you uncover high-converting keywords and optimize your ad campaigns.
  • Utilize Amazon’s built-in tools, third-party tools, competitor analysis, and brainstorming to conduct effective keyword research.
  • Organize keywords into ad groups, prioritize high-potential keywords, and optimize keyword targeting to maximize campaign efficiency.
  • Implement best practices such as diversifying keyword portfolio, using long-tail keywords, maintaining relevance, and regularly monitoring performance metrics.
  • Avoid keyword selection mistakes like overbidding on unproven keywords, neglecting negative keywords, and prematurely rotating keywords.

Why Keyword Research is Crucial for Amazon PPC Success 

amazon ppc keyword research

Keyword research stands as the bedrock of Amazon PPC triumph. This strategic process empowers you to unearth high-intent keywords while pinpointing those with minimal competition, ultimately laying the foundation for precise ad campaigns. As you delve into the nuances of keyword research, you unlock a realm of opportunities that can revolutionize your Amazon advertising approach.

One of the foremost advantages of meticulous keyword research is its ability to guide your bidding strategy. By accurately assessing the market demand for specific keywords, you can fine-tune your bid prices to match the value of each keyword, optimizing your budget allocation. This precision ensures a robust return on investment (ROI) that is both efficient and effective.

Consider keyword research as the essential preamble to any successful PPC campaign. It’s the compass that navigates your journey through the competitive e-commerce landscape, offering clarity in a sea of uncertainty. Without it, you’re essentially navigating blindly, hoping that your advertisements will miraculously resonate with your audience.

In this comprehensive guide, we’ll equip you with the tools and knowledge needed to excel in how to do keyword research for ppc, ensuring your Amazon PPC campaigns ascend to new heights. Stay tuned as we explore the intricacies of keyword selection, campaign structuring, and budget optimization. With these insights at your disposal, you’ll have the power to make informed decisions, outperform competitors, and secure a prominent position on Amazon’s search results pages. Keyword research is your gateway to Amazon PPC mastery, and this guide is your key to unlocking its full potential.

How to Conduct Keyword Research for Amazon PPC

How to Conduct Keyword Research for Amazon PPC

Keyword research is the cornerstone of a successful Amazon PPC campaign. It’s the process that helps you identify the most relevant and high-performing keywords for your ads. Here are insights which you can use to conduct effective keyword research:

Utilize Amazon’s Built-In Tools

Amazon provides valuable resources for keyword research. Start by using Amazon’s own tools, such as Amazon Keyword Planner and Amazon’s Search Term Report, to access search volume data. These tools offer insights into the keywords that shoppers are using to find products similar to yours on the platform. Make use of this data to uncover potential keywords that align with your products.

Leverage Third-Party Tools

To gain a broader perspective beyond Amazon’s ecosystem, consider using third-party keyword research tools. Tools can provide you with a wealth of data, including search volume, competition level, and keyword variations. These insights can help you identify keywords that might be missed when relying solely on Amazon’s tools.

Analyze Competitor Keywords

Spy on your competitors by analyzing their keywords. Tools like SEMrush and Ahrefs can help you identify the keywords they are targeting in their Amazon PPC campaigns. This competitive analysis can uncover hidden opportunities and give you a sense of which keywords are working well in your niche.

Expand your keyword list by brainstorming related keywords and long-tail variations. Think about how customers might describe your product or search for it on Amazon. These less-obvious keywords can be highly valuable and might have lower competition.

Organize Keywords into Ad Groups

To streamline your Amazon PPC campaign, organize your keywords into ad groups based on their relevance. This structure allows for better targeting and more focused ad copy. For example, if you sell athletic shoes, create ad groups for “running shoes,” “basketball shoes,” and so on.

Prioritize High-Potential Keywords

Not all keywords are created equal. Use search volume and competition data to prioritize high-potential keywords that align with your campaign goals. High-search-volume keywords may bring in more traffic, but they could also be highly competitive. Balancing your keyword selection is crucial for a cost-effective campaign.

Optimizing Keyword Targeting

amazon ppc keyword research

Enhancing keyword targeting hinges on selecting the appropriate match types (broad, phrase, exact) for your keywords. Begin with phrase match and introduce exact match for top-priority keywords. Harness negative keywords to curb irrelevant clicks and budget overruns. Regularly scrutinize the search terms report and include relevant negative keywords. Achieve peak efficiency by elevating bids for specific keywords while refreshing underperforming ones to enhance ad relevance.

To further explore keyword targeting, let’s delve into the distinctions between Negative Keywords and Top Contributing Keywords.

What are Negative Keywords?

Negative keywords can yield a high click-through rate, which translates to expenditures, without contributing to sales. When appropriately categorized and filtered, these negative keywords can serve as a valuable tool in reducing the Advertising Cost of Sales (ACoS) associated with your product.

In contrast, keywords with low ACoS and a track record of generating substantial sales are the preferred choices for PPC campaigns. Conversely, negative keywords occupy the opposite end of the spectrum. The identification and monitoring of keywords with a high click-through rate but a dearth of sales can play a pivotal role in curtailing unnecessary expenses within your PPC campaigns.

While negative keywords constitute an indispensable element of any PPC campaign, it’s essential to exercise caution. Overzealous implementation of negatives can potentially have adverse effects on your account and diminish your impression volume.

What are Top Contributing Keywords?

A well-balanced combination of impressions, click-through rates (CTR), and order rates constitutes the primary set of keywords that drive the success of your PPC campaigns. These keywords not only drive substantial sales but also do so without incurring very high costs.

To ascertain their ongoing value, it’s prudent to monitor the performance of these keywords over a specific time frame. If they continue to exert a positive impact on your PPC campaigns, consider integrating them further to enhance your product listing page and maximize their utility within the PPC campaign.

Best Practices for Amazon PPC Keyword Optimization 

Keyword optimization is a fundamental aspect of Amazon PPC success. To make the most of your campaigns, consider the following best practices:

Diverse Keyword Portfolio

Create a well-rounded keyword portfolio by incorporating primary, secondary, and Latent Semantic Indexing (LSI) keywords. Primary keywords should be closely related to your product, while secondary keywords offer variations. LSI keywords provide context and can improve your listing’s visibility.

Long-Tail Keywords

Don’t overlook long-tail keyword variations. These longer, more specific phrases capture low-competition searches and often convert better. For example, instead of “running shoes,” consider “men’s lightweight trail running shoes.”

Relevance is Key

Maintain a high degree of relevance between your ad text and selected keywords. This ensures that your ads are shown to the most relevant audience, improving click-through rates (CTR) and conversion rates.

Tightly Themed Ad Groups

Organize your keywords into tightly themed ad groups based on product categories or sub-categories. This organization enhances ad performance by allowing you to craft ad copy that precisely aligns with the keywords in each group.

Avoid Trademarked or Branded Keywords

Steer clear of using trademarked or branded keywords in your campaigns to prevent policy violations and potential legal issues. Instead, focus on generic and non-branded terms to attract a broader audience.

Regular Performance Monitoring

Stay vigilant by regularly reviewing keyword performance. Identify underperforming keywords and consider pausing or adjusting bids for them. This action prevents wasted ad spend on keywords that don’t deliver results.

Negative Keywords

Incorporate negative keywords into your campaign to exclude irrelevant searches. These are search terms that you don’t want your ads to appear for. For instance, if you sell new products, you might use “used” as a negative keyword to filter out users looking for used items.

Bid Optimization

Gradually increase bids on your top-performing keywords. A higher bid can help your ad appear in a more prominent position and generate more clicks. Continuously monitor the performance of these keywords to ensure they maintain a positive return on investment (ROI).

Amazon PPC keyword optimization is a dynamic process that requires attention to detail and ongoing monitoring. By diversifying your keyword selection, maintaining relevancy, and organizing your keywords effectively, you can create a strong foundation for your campaigns. Regularly reviewing performance data, adding negative keywords, and optimizing bids will help you fine-tune your campaigns for maximum efficiency and ROI. Keep these best practices in mind to continually refine and improve your Amazon PPC efforts.

Keyword Selection Mistakes to Avoid

amazon ppc keyword research

When it comes to Amazon PPC, steering clear of certain keyword selection blunders is paramount for success. Here are key pitfalls to avoid:

Overbidding on Unproven Keywords

Avoid bidding excessively on highly competitive keywords without a sales history to substantiate the investment. Start with reasonable bids and gradually adjust based on performance.

Missing Product Listings

Ensure there’s a corresponding product listing for each keyword in your campaign. A keyword with no relevant product to link to can result in wasted ad spend and a poor user experience.

Neglecting Negative Keywords

Don’t underestimate the importance of negative keywords. Failing to include enough can lead to irrelevant traffic and wasted ad spend. 

Prematurely Rotating Keywords

Resist the urge to rotate keywords too quickly before gathering sufficient data. Allow campaigns to accumulate enough impressions and clicks to make informed decisions about keyword performance.

Opting for High-Volume, Low-Conversion Keywords

Be cautious about selecting general keywords with high search volume but low conversion rates. Prioritize keywords that align with your campaign goals and target audience.

Overloading on Broad Match Keywords

While broad match keywords can cast a wide net, relying solely on them without employing phrase or exact match can result in inefficient spending. 

Key Metrics to Analyze

The process of optimizing your Amazon PPC strategy hinges on a thorough analysis of key metrics. By keeping a close watch on the following metrics, you can extract valuable insights and steer your campaigns towards success:

Impressions: The number of times your ad is displayed can indicate your campaign’s visibility and reach.

Clicks: The number of times users click on your ad reflects the level of interest and engagement it generates.

Click-Through Rate (CTR): CTR is the percentage of clicks relative to impressions, providing insights into ad relevance and effectiveness.

Cost Per Click (CPC): Knowing how much each click costs helps manage your budget efficiently.

Orders and Sales: These metrics reveal the direct impact of your campaigns on actual purchases.

Return on Ad Spend (ROAS): ROAS measures the profitability of your campaigns by comparing ad spend to revenue generated.

Average Order Value: A higher average order value can lead to increased revenue and improved campaign profitability.

Conversion Rate: This metric indicates the percentage of users who complete a desired action, such as making a purchase or signing up.

Keyword Rank: Monitor your keyword rankings to assess their impact on ad performance and adjust your strategy accordingly.

Regularly scrutinizing these metrics empowers you to make data-driven decisions. Identify areas that require improvement, allocate budget effectively, refine targeting strategies, and optimize ad creatives to enhance campaign performance. 

Successful Amazon PPC campaigns or strategies are built on a foundation of meticulous metric analysis and continuous optimization. Achieve profitable growth and expansion with the assistance of FosterFBA. With our expertise, you can confidently navigate the complexities of Amazon’s advertising ecosystem and achieve profitable results. 

How to Measure Success and Tune Your PPC Campaign

amazon ppc keyword research

To gauge the effectiveness of your PPC campaign, it’s imperative to track key metrics diligently. You can do this within Amazon Seller Central or by employing external tools that provide a comprehensive view of your campaign’s performance. Metrics such as impressions, click-through rates (CTR), conversion rates, and return on ad spend (ROAS) serve as vital indicators of how well your campaign is faring.

Once you’ve gathered this data, it’s time to take action. Begin by identifying and pausing low-performing keywords. These keywords not only drain your budget but also fail to deliver tangible results. By reallocating your resources to high-performing keywords, you can maximize the impact of your campaign and improve its overall success.

Continuously adding negative keywords is another crucial step. This practice helps eliminate irrelevant clicks and ensures your ads remain highly relevant to your target audience. Additionally, consider integrating matching product targets to create more tailored and precise ads, further enhancing your campaign’s effectiveness.

Regularly reviewing the search terms report is essential for identifying new keyword opportunities. This valuable data source can guide your keyword expansion efforts and inform your campaign strategy, allowing you to adapt to changing market dynamics and stay ahead of the competition. Success in the realm of PPC advertising hinges on this ongoing cycle of measurement and optimization.

At FosterFBA, we excel at leveraging Amazon’s dynamic algorithms to give you a competitive edge. Our expertise lies in conducting precise evaluations of your listings and identifying areas for improvement through comprehensive gap analysis. By harnessing the power of our strategic approach, we ensure that your listings perform at their peak potential.

AI for Amazon PPC Research 

AI can greatly assist in Amazon PPC research by providing valuable insights and automation capabilities. Firstly, AI algorithms can analyze vast amounts of data to identify relevant keywords for your PPC campaigns. By analyzing search trends and customer behavior, AI can determine the most effective keywords to target, helping you reach the right audience and increase the visibility of your products.

Secondly, AI can conduct competitor analysis to gain a competitive edge. By analyzing your competitors’ PPC strategies, including their keywords, ad copy, and bidding strategies, AI can provide valuable insights on what is working well for them. This information can help you optimize your own campaigns and stay ahead of the competition.

Overall, AI’s ability to analyze data, identify trends, and automate various aspects of campaign management makes it an invaluable tool for Amazon PPC research. It can save time, improve efficiency, and provide actionable insights to optimize your campaigns and drive better results.


In the fast-paced world of Amazon PPC advertising, mastering keyword research is your ticket to success. We’ve covered the importance of keyword research, step-by-step guides on how to conduct it, optimization strategies, and common mistakes to avoid. 

By analyzing key metrics and continuously refining your campaigns, you’ll build a strong foundation for positive ROI and increased sales. Remember, the journey to PPC success begins with keywords, and with the right knowledge and tools at your disposal, you can achieve remarkable results. Take action, and watch your Amazon PPC campaigns soar to new heights.

Ready to take your Amazon business to the next level? Partner with FosterFBA and experience profitable growth like never before. Contact us today to schedule a consultation and discover how our expert Amazon advertising agency services can help you scale your business and maximize your profits. Don’t miss out on this opportunity – click here to get started now!

Let me know if you have any questions about your Ads Strategy. Happy to do a free audit & strategy session of your entire Ad strategy. 


Vijay FosterFBA CEO/ Founder

Vijay Jacob

Founder, FosterFBA

Helping 7-8 Figure Amazon Sellers grow profitably with their Amazon Advertising


P.S: If you are making over $10K/month and want to take your PPC sales to the next level. We’re offering  “done-for-you” Amazon PPC management & consulting services that does just that. You can schedule a free strategy session and audit of your ads to see if we’re a good fit:


How Do I Get Started With Amazon PPC Keyword Research? 

The first step is to brainstorm a list of relevant keywords and phrases related to your products. Start broad then expand into longer tail variations. Use Amazon’s built-in tools or third party software to analyze search volume data and filter for keywords with sufficient volume and low competition. Organize keywords into tightly themed ad groups before adding to your campaigns. 

What Are The Best Tools For Finding Profitable Keywords? 

Top keyword research tools include Seller Central’s built-in features, KeywordTool, Sellics, Semrush, Helium 10, Merchant Words, and KWFinder. Look for keywords with at least 1,000 monthly searches and low competition. Filter by products you actually sell when analyzing keyword data. 

How Do You Do Keyword Research For Amazon PPC? 

Leverage Amazon’s search data in Seller Central to find keywords people are using to search for products like yours. Analyze competitors’ listings for their targeted keywords. Use paid tools like Helium10 for more robust data. Start with broad match keywords then expand into long-tail variations. 

How Do You Optimize Amazon PPC Keywords? 

Analyze keyword performance regularly and pause low performers. Increase bids slowly on winners. Add negative keywords to block irrelevant searches. Use more exact and phrase match keywords. Ensure ad copy relates to keywords. Add secondary keywords and LSIs for reinforcement. 

What Is A Good PPC Keyword Strategy? 

A strong PPC keyword strategy includes thorough initial research, tightly themed ad groups, blending keyword match types, constant expansion of new keywords, granular tracking of keyword metrics, rapid optimization based on data, and refinement through continuous split testing. 

How Do I Create Compelling Amazon PPC Ad Copy? 

Crafting persuasive Amazon PPC ad copy begins with understanding your target audience’s pain points and needs. Highlight product benefits, use concise language, and include relevant keywords. A/B testing can help refine your messaging. 

What Are Amazon PPC Negative Keywords and How Do They Work? 

Amazon PPC negative keywords are terms you add to your campaign to prevent your ads from appearing when those words are searched. They help eliminate irrelevant clicks and save ad spend. Regularly review search term reports to identify negative keyword candidates. 

How Can I Monitor My Amazon PPC Campaign’s Performance? 

You can track your Amazon PPC campaign’s performance through Seller Central’s reporting tools. Monitor key metrics like impressions, clicks, conversion rates, and return on ad spend (ROAS). Regularly review search term reports for insights.