Keyword List Best Practices

 

1. Overview

Keyword list is a core tool for efficiently managing ad keywords, offered in two types:

Normal keyword list: For basic keyword management, enables data analysis based on product associations, and allows cross-store sharing.

Rule-based keyword list: Advanced keyword management with automated categorization and dynamic updates.

 

2. Use Cases

2.1 Advertising Optimization

• Accurate Mining: Bulk import keywords to quickly identify those that have been targeted and those that haven't, avoiding omissions and capturing more traffic.
• Efficient Classification: Categorize keywords based on products or sources to build a clear keyword list, enhancing management efficiency.

 

2.2 Cross-Store Operations

After setting up the keyword list, efficiently apply experiences from effective or ineffective keywords to other stores, avoiding repetitive validation.

 

2.3 Automated Classification and Referenced Targeting

Rule-based keyword lists automate keyword filtering and categorization, enabling various targeting approaches. They also integrate with smart creation tools, offering a comprehensive keyword pool for efficient and accurate campaign development.

 

3.  Page Layout

1.  Top Filter Area: Includes commonly used filter conditions (owner, visibility type, application scenario, etc.).

2.  Bottom List Area: Displays the keyword list, including keyword list name, associated store, associated products, application scenario, number of keywords, visibility type, owner, creation date, execution time, and other information.

 

4.  Creating a Keyword List

 

4.1 Basic Settings

1.  Required: Configure the keyword list name, region, store, and visibility type.

2.  Optional: Associate products and add keywords for future maintenance and analysis.

 

4.2 Rule-Based Keyword List Settings

1.  Rule-Based Keyword List Creation: Specify keyword sources (at least one), lookback window for data, advertising source, and execution time.

2.  Loop Execution Setup: By setting up recurring execution, the system can automatically update keywords in the keyword list.

 

4.3 Adding Rules

 

4.3.1 Automatic Classification Based on Root Words

Word Category	Includes Root Words (Examples)
Core Words	pot, pan, skillet, wok
Feature Words	nonstick, stainless, heavy-duty
Audience Words	chef home cook, beginner
Scenario Words	camping, indoor, BBQ
Accessory Words	lid, handle, cover
Attribute Words	silver , red , blue
Brand Words	Your own brand name
Competitor Words	Competitor’s brand name

 

4.3.2 Automatic Classification Based on Performance

Performance Classification	Condition
High-efficiency	High spend + Low ACoS
Potential	Low spend + Low ACoS
Low-efficiency	High spend + High ACoS
Ineffective	High spend + No conversions

 

4.3.3 Automatic Classification Based on ABA Ranking

Traffic Level	ABA Search Frequency Ranking
Popular traffic keywords	< 10,000
Top-traffic keywords	10,000 - 50,000
Medium-traffic keywords	50,000 - 200,000
Long-tail keywords	200,000 - 1,000,000

 

4.3.4 Example of Combined Rules

Low-Efficiency High-Traffic Keywords
Rule Category	Type Name	Rule Setting
Root Word	Core words	Root word is “pot”
Performance	Low-efficiency keywords	Spend > 20 and ACoS > 60%
ABA Ranking	Top-traffic keywords	ABA Ranking: 10,000 - 50,000
High-Efficiency Branded Keywords
Rule Category	Type Name	Rule Setting
Root Word	Branded words	Root word is “Your brand name”
Performance	High-efficiency keywords	Spend > 20 and ACoS < 20%
Medium-Potential Keywords
Rule Category	Type Name	Rule Setting
Performance	Potential keywords	Spend < 10 and ACoS < 20%
ABA Ranking	Medium-traffic keywords	ABA Ranking: 50,000 - 200,000

 

5. Supported Operations

5.1 Editing a Keyword List

1. Edit Information: Change the name, associated stores, or products.

2. Restrictions: 

• Rule-based Keyword Lists can't be converted to Normal Keyword Lists. To stop automatic updates, set them to execute only once.
• Keyword lists bound to an application scenario cannot change visibility type from "Public" to "Private.

 

5.2. Copying a Keyword List

1.  Quick Copy: Use the "Copy" button to create a new list based on an existing one.

2.  Modify Information: Adjust settings such as the keyword list name during copying.

 

5.3 Deleting a Keyword List

1.  Delete Operation: Select and delete Keyword Lists you have permission to remove.

2.  Restrictions: Keyword lists bound to an application scenario or those without delete permissions cannot be deleted.

 

5.4 Importing Keywords

1.  Bulk Import: Select one or more lists and click "Import Keywords."

2.  Import Methods:

• Add from Labels: Select keywords by store and label.
• Manual Input: Directly paste or enter keywords separated by commas or line breaks.

3.  Keyword Limit: Each keyword list can contain up to 5,000 keywords.

 

5.5. Merging Keyword Lists

1.  Merge Operation: Select multiple normal keyword lists that are not bound to an application scenario and click "Merge Keyword Lists."

2.  Merge Settings: Modify the new keyword list's name, region, store, visibility type, etc.

3.  Associated Products: Choose associated products from any of the original keyword lists for the new keyword list.

4.  Keyword Merging: Deduplicate merged keywords, up to a maximum of 5,000 keywords. If exceeded, reduce the number of keywords and retry.

 

5.6. Bulk Associating Products

1.  Steps: Select multiple keyword lists bound to products of the same dimension, and click "Add/Remove Associated Products" to achieve bulk product association changes.

2.  Applicable Scenarios: When product status change, bulk add or remove bound products.

 

5.7 Setting Visibility Type

1.  Set Public/Private: Change a list’s visibility. Lists not linked to an Application Scenario and not intended for others can be set to Private.

2.  Restrictions: Keyword lists bound to an application scenario cannot be set to private.

 

5.8. Rule Overwrite

Applicable Only: Works with recurring Rule-based Keyword Lists. All selected lists must be rule-based and recurring to use this feature.

 

5.9. Transferring Keyword List Ownership

Users with edit permissions can assign a new owner. After transferring, the old owner loses edit rights.

 

6. Data Application

6.1. Data Metric Categories

Keyword-related metric can be divided into three main categories:

• Traffic Metric: Impressions, Clicks, Spend, CPC, CTR
• Sales Metric: Sales, Orders, Units sold
• Performance Metric: CVR, CPA, ACoS, ROAS

 

6.2. ABA Data Metrics

• Click Concentration: The sum of click shares of the top 3 ASINs in ranking, used to assess whether clicks are concentrated among a few ASINs.
• Conversion Concentration: The sum of conversion shares of the top 3 ASINs in ranking, used to determine if market conversions are dominated by a few ASINs.
• Opportunity Coefficient: Conversion concentration ÷ Click concentration. When the opportunity coefficient is close to 1, it means conversions are relatively dispersed, the market is not highly monopolized, and there is potential for growth.
• ABA Search Ranking Trend: By analyzing the search ranking trends of keywords over different periods, assess the traffic potential and market changes of keywords.

 

6.3 Key Points for Evaluating Keyword Quality

1.  Relevance: How well the keyword matches the product and audience. Higher is better.

2.  Purchase Volume: The overall sales volume generated by the keyword. Higher is better.

3.  PPC Bid: The cost of bidding per click. Lower is more favorable.

4.  ABA Search Frequency Ranking: Better rankings indicates greater keyword traffic.

5.  ABA Ranking Trend: An upward trend in keyword search ranking indicates potential continuous traffic growth.

6.  Competition Level (Refer to Opportunity Coefficient): An opportunity coefficient close to 1 indicates that the market is not fully monopolized, offering greater optimization space.

 

7. Permission Control

• Main Account: Can view and manage all keyword lists.
• Sub-accounts: Can view their own and others’ public keyword lists but can only manage their own.

 

8. FAQs

Why can't some keyword lists be deleted?

Keyword lists bound to an application scenario cannot be deleted. Unbind them first.

 

Why do some keywords lack performance data?

Only advertised keywords that generated data will show performance metrics.

 

Why hasn't the ABA search ranking data been updated?

ABA rankings are updated weekly (Sunday to Saturday) with a data delay of 3-4 days. The latest data may come from the previous week or two weeks prior.

 

What if more than 5,000 keywords meet the rules?

The system will select keywords based on priority rules: highest spend first, followed by best ABA rankings, or input order if only root word rules are applied.

 

Why can't SB data be obtained after binding the keyword list to associated products?

Amazon SB report data limitations prevent product-level data, so the system cannot obtain SB advertising data for products bound to rule-based keyword lists.

 

Are the numbers of placed and negated ads based on store data or associated product data?

The numbers of placed and negated ads are calculated based on associated product data.

 

In the keyword list details, what is the difference between targeting performance and search term performance?

Toggle to view how this keyword performs in targeting versus as a search term.