How and why to segment keywords

Keyword research is the foundation of success on Amazon, so getting it right the first time pays dividends in the long term.

The Pilothouse Amazon team segments keywords in three main ways:

  • Volume
  • Angle
  • Branded

Keep reading for why you should be segmenting your keywords. 👇

1️⃣ By keyword search volume

Low volume keywords are typically less competitive, have lower bids, are easier to rank for, and can be profitable sooner, whereas high volume keywords are the opposite.

Your low-volume keyword campaigns will be dialed into efficiency. Your high-volume keywords will be targeted to build rank at the sacrifice of efficiency.

2️⃣ By sales angle

Segmenting by sales angle gives you insight into what is working for your products and what's not.

This can help inform your listing copy, images, A+, and store pages.  

Within sponsored brand campaigns having angle segments lets you tailor your headlines to speak directly to the keyword you're targeting, rather than a general overarching benefit.

3️⃣ Branded

Branded keywords are your highest return campaigns. You should have low bids and a high ROAS on these campaigns.  

Effectively segmenting them out means you have direct insight into how much of your sales are branded and the ability to dial in the bids on these to maximize efficiency.  

You don't want to overspend on customers that would convert anyway.

You do want to own the search results and have an effective defense against competitors moving in because they will, and when a competitor is 'Amazon's Choice' for your branded term, that hurts :(

By having your keywords segmented into these categories, building campaigns becomes a straightforward process of copying your lists to their respective campaigns.

The outcome? Visibility into what's working (or not) and the control to jump in and scale or correct the course.

If you're looking to scale your Amazon listing through keyword research but don't know where to start, reach out to the Pilothouse Amazon  team! 🚀

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