Do you know three common mistakes in the Amazon search marketing process?

1. Blacklisting of bad keywords

People often think that the best way to run search marketing campaigns is to blacklist keywords that are not performing. The problem is that when you blacklist a keyword, it's gone forever, which is one of the reasons you want to avoid it.

A keyword may underperform for a variety of reasons, such as seasonality or low bids. It does not immediately mean it is a bad keyword. Take your favorite keyword, analyze the data and see how this keyword performs over time. Sometimes even your best keyword doesn't perform as you would think.

Imagine blacklisting all non-performing keywords. This means that you might also blacklist your best performing keyword, because even these keywords may have struggled at some point. This is why automatic blacklisting is very dangerous!

It's better to lower your bids to a minimum instead of removing the keyword altogether. If the situation is really bad, set it to the bare minimum. At worst, this keyword will get less traffic, but your costs will be low and it may eventually improve your advertising costs.

Another benefit of lowering your bids is that it can help revitalize seasonal keywords and protects you from decisions based on data that usually doesn't take seasonality into account.

2. Overuse of exact or broad search matches

If you use an exact or broad search match for every high-performing keyword, you are basically letting Amazon decide everything for you. Moreover, you will always pay the highest bid.

Let's say you sell board games. Someone types "board games for kids." You might have "games" as an exact search term and you also have "board games" as a broad search match for the same product. In this case, the search term "board games for kids" will match both "games" as an exact search and "board games" as a broad search.

Amazon decides which product to display in a sponsored ad based on the highest bid between your two keywords. That means you have traffic from different entry points and Amazon chooses the most expensive entry points. This situation always leads to much higher spending, with no assurance of better performance.

So when you use an exact keyword, make sure it is not included in another broad or auto

atic ad group. It should be associated with a search term exclusion that applies to the other entry points in which it is included.

This also applies to exact keywords. If you bid on an exact keyword, make sure it is excluded from all broad and exact keywords, as well as any automatic ad groups it might match. Otherwise, you will be bidding against yourself.

Another way to avoid this problem is to stop using hundreds of keywords with different search types. If you have numerous keywords for the same product, consider reducing their number. It is always better to have a smaller number of well-configured keywords than hundreds of keywords that are not well managed.

Keep this golden rule in mind: all targeted keywords should be linked to their excluded versions.

3. Very high and flat bidding to ensure a sponsored position

If you do this, you are spending too much money without getting results. Cost Per Click (CPC) is not the only parameter Amazon takes into account to award a sponsored spot.

Some people think that setting a high PPC amount (let's say 5 euros) guarantees a sponsored position. Even if your competitor offers 1 euro, it is still very dangerous to bid that high. There are several reasons: your competitors use smarter tools whose logic gradually increases their bids to generate traffic. As a result, you pay more for the same traffic.

Another reason is that Amazon uses different parameters to estimate the value of showing your product in a sponsored spot:

- PPC, which helps Amazon decide whether it's worth displaying your product,
- An estimate of your product's click rate,
- An estimate of the conversion rate - the likelihood of a customer buying your product.

Using these three key parameters, Amazon predicts the revenue they will generate from one click. With this information, Amazon conducts its own internal auction and decides which products will be displayed in a sponsored spot.