Before starting a new online business or launching a new product on the Amazon platform, it’s important to create the right strategy to achieve profitable results. The starting point of each plan includes detailed research, finding keywords and ASINs that can bring profits, and negating those that bring unnecessary spending without making sales. In this article, we’ll help you understand expensive keywords and ASINs which are not generating sales and how to recognize them.
Irrelevant Keywords and ASINs Which Are Not Generating Sales
You can recognize these keywords if you know your product’s characteristics well. They are not relevant to your product, and it is unnecessary to advertise it with them. All they would bring is a high spend without sales and with a high number of clicks. You can put them to the Negative exact or Negative phrase to avoid unnecessary costs, and your products won’t appear for those irrelevant keywords.
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For example, suppose a shopper types in the search box on the Amazon platform the phrase “red socks.” They know exactly what they need. But your product doesn’t match the keyword, and if you target it, you will have an unnecessary spend. The chance they will buy your product is minimal.
New and inexperienced sellers often get trapped and target many irrelevant keywords that bring them a high number of impressions and clicks without sales because the targeted keywords are not relevant to their products’ characteristics.
This is also important for the targeted ASINs because irrelevant products that you target or relevant products with a different price range won’t bring you profits. It’s crucial to target competitors’ ASINs relevant to your product with a similar price range. That way, you can increase your chance to make sales.
Relevant Keywords Not Generating Sales
A big part of your job will be done once you eliminate all irrelevant keywords, and you’ll be on the right track to making your account profitable. But you can’t neglect relevant keywords that bring you high spending with a low number or zero orders. These keywords are harder to recognize because many factors can contribute to this situation.
For example, if a competitor is also bidding on the same keywords, they can make sales before you if they have a promotion or if their product is cheaper. Here, you can look at all relevant keywords with high search volume. That way, you can know in advance which keywords can have high spending with a high number of clicks without sales.
Also, the cost per click (CPC) is higher with the most relevant keywords with a high search volume. You will need to invest more money in those keywords because most of your competitors are bidding on them. If your product is cheaper, sometimes a few clicks with higher CPC can cross the border for the profitability of your account.
In this case, you should perform new keyword research and find relevant keywords that are synonyms or have lower search volume to rank for those keywords and increase your sales.
Also, the CPC is lower with those keywords with lower search volume, so you will make your account more profitable. It doesn’t necessarily mean that you will generate sales with the most relevant keywords. In the sea of keywords, you will find some of them that competitors are bidding less for, and you will increase your chance to rank your product at the top of the search and increase sales.
Specific Search Terms Not Generating Sales
Some specific search terms apply to your product, but they are not generating sales. They have a lot of competitors but still cost a lot and are not profitable. You can find them with a detailed analysis of search term reports and existing campaigns to pinpoint search terms with high spending and no sales.
You can download the search term report for a longer period (30 days and more) and sort your data according to high spending without sales. Also, you can filter all search terms with a higher number of impressions and a high CTR (above 2%) without sales because there you have to eliminate these search terms.
Conclusion
The competition on Amazon is fierce for almost every keyword, and many sellers are struggling to keep the profitability of their accounts. Therefore, it is crucial to identify the keywords and ASINs which aren’t generating sales but bringing unnecessary spending instead.
Finding them on time can determine the success of your account. There are numerous brands and products on Amazon, and the numbers grow each day. The goal is to find the right keywords and ASINs to boost your sales and get a higher rank for your advertised products.
About the author
Nikola Anđelković is a PPC Specialist at Sellers Alley with over two years of experience in Amazon PPC. He has a curious and patient nature, and he is a true research enthusiast who uses those virtues to analyze clients’ accounts and help them reach their goals successfully. Nikola is team-oriented and always there for his co-workers to help them with any questions and tasks.
