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Amazon Keyword Optimization – Fewer Search Terms are Now Better than More

Recently we’ve seen campaigns where we have chalked full of keywords, have been getting fewer impressions, versus campaigns with less keywords. Our agency strategy has been to put in hundreds of keywords, use all 3 match types, let the algorithm do its thing, and double down on what works and slough off what doesn’t. This strategy no longer works with recent changes. When it comes to the performance of an ad, it’s not about the quantity of keywords added on a campaign, but the quality of them. It’s better to invest higher on keywords that are more relevant to the item being advertised than a lot of keywords that are not relevant at all. This is because you might have many keywords that are pretty similar between them but not all of them will work because these are considered as “duplicate keywords”. It’s better to add keywords that are directly relevant to product (meaning that they must be keywords that are added on the items detail page) and bid high on these particular keywords to increase the chances of better visibility. When you have duplicate keywords (using the same words), they will compete against each other and even blocking the traffic of those potential keywords that could help the campaign perform better. Hence the importance of the match type as this helps you to fine-tune which shopper search queries your ads are eligible to show against. You may want to set up a keyword as Phrase or Exact match if, for example, the keyword is related to your item but also happens to be too general or easily confused with another type of product or with a different use because of a close variation. Otherwise, we recommend you to go with Broad so that way your keyword will be more accessible and will cover misspellings and related variations. Consequently, you won’t have to repeat the keywords.

I was fortunate to be part of MAG's first batch of its Advertising Internship Program. The timing was perfect for me as I was looking for an opportunity to learn more about Amazon PPC and at the same time to have hands-on training to work on accounts.Β Β 

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When I started my internship, I listed down the things I wanted to learn. And I am happy to say that I've ticked all the boxes! My most favorite was "Optimization Using Bulk Files”. Bulk files and I, we did not get along at first, it was so scary seeing all those data! But I had a great mentor who guided me along the way. He patiently taught me step by step on how to process the data. He was very enthusiastic in answering all of my questions. He supported me until I gained the confidence in uploading my first, second, third (and so on) bulk uploads.Β 

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The biggest advantage in working with MAG (and I must say one thing that I always look forward to every week) is its Weekly Ads Training. Every week, we discuss various topics about PPC. Interns/Ads Specialists/Ads Managers, we all share knowledge, information, and updates about PPC. During our discussions, we exchange ideas and feedback. It became an avenue not just to learn a skill, but also to clear any vague or ambiguous PPC topics.Β 

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For me, the biggest disadvantage is the work schedule. As an Intern, I have to follow EST timing. The time difference from my location was only 8 hours, but being a morning person, I really struggled to keep myself awake. But if you are a night owl, then this will not be a problem for you.

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So if you are considering joining the MAG Advertising Internship Program, my advice to you is to take action - APPLY NOW! The knowledge that you will gain and the skill that you will develop from this program will be invaluable. And who knows? From being an Intern, you might be the next one to be promoted as Jr. Ads Specialist!Β 

Maria Victoria Piedad