Algorithm Keyword Clustering & How This Affects Your Selection | Amazon PPC Beginners' Course (1.4)

https://www.youtube.com/watch?v=qGW8tJlKz_8

AMAZON PPC BEGINNERS COURSE:

Chapter 1, Video 4

Keyword clustering is largely overlooked by Amazon sellers. It could mean that good keywords are missed when they should be targeted.

Let's say you are targeting the keyword "silicone dog brush" with a search volume of 260/month. Is that it? Is it really 260 or could it be more? That's what this video investigates.

Question from B

Hello heath, im doing a exact campaign for some keywords, lets do an example:

spoon

cat spoon

Both of them have the same bid so i assume the algorithm treats both like one words as you said on video.

my question is if we are on a targeted exactly words that thing you said like an algorithm can see many words as one. If I target just "spoon" on a targeted exact words campaign that "spoon" still work for "cat spoon" as well?

i hope can you understand what im saying

Answer

Hi B,

Thanks for the question.  

Spoon and Cat spoon are two different phrases.  "Cat" is a modifier of the root word "Spoon" and this changes it in the eyes of the algorithm.  Even though they have the same suggested bids, this would be a coincidence only.

Spoon and Spoons would be viewed as the same - but isn't always.  99.9% of the time it is regarded as the same. Exact match means that the keyword you are targeting exactly matches the search term the buyer typed into Amazon.

If you target "spoon" as an exact match your ads will only show up for when someone types in spoon or spoons.

In Broad, targeting "spoon" will show ads for any phrase with spoon in it.  

Question from J

Hi Heath,

I just want to ensure i'm making sense of this. I have done the keyword clustering for the purposes of my title (which has helped a lot because what i thought was my main KW is actually my 3rd).

However, does this theory apply directly to PPC for exact campaigns?

My question is, does KW clustering in PPC campaigns stop the KW's from competing against each other?

For example:

- Classroom puppets

- Classroom puppets for room

- Classroom puppets for room play

- Classroom puppet for room play

I could cluster this as "Classroom puppets for room play" in my title and capture all the above, correct? 

I am then intrigued on how you would bid on these terms - if you had "Classroom puppets for room play" in a modified broad campaign and exact, would this 1. be capturing all variables and 2. would this be competing with its self? 

Answer

Hi J, thanks for the message

There are a few misunderstandings here I think, and I would like to clear them up...

In a title such as the one you gave, the algorithm will index each one of those words separately.  This doesn't necessarily mean that you will suddenly rank for any combination of words in that part of the title - it means you will index.  

Ranking relies on how many sales you get for the search term the buyer used, not the keywords you are targeting.  The algorithm is only interested in your keywords to know what you are selling and who will want your product/s.  It is a good way of targeting new keywords and remind the algorithm if it should be aligning you to a set of keywords when it is not.

For ad campaigns, if you remove the non descriptive parts of words such as "and, with, for" etc and remove any plurals, what you are left with is the keywords as how the algorithm sees it.  This isn't 100% the case and you can check out plurals etc in an ad campaign as their AMZ Suggest bid will be identical if the keyword is viewed so.

For example:

- Classroom puppets

- Classroom puppets for room

- Classroom puppets for room play

- Classroom puppet for room play

Would look like this to the algorithm whether you target them in Exact, Phrase, or Broad.

- Classroom puppets

- Classroom puppets room

- Classroom puppets room play

- Classroom puppet room play

Those in bold are deemed identical. Hope that helps.