Not unlike Google, advertisers battle it out to outbid each other to win the ad placements. We have written extensively on Amazon PPC, Keyword research and Amazon PPC Optimisation that can help you fire up your PPC campaigns.
But, what about if you want to intelligently target your competitors on Amazon? There is one tactic to do this, and it requires targeting your competitor’s keywords.
HACK: Target your competitors’ keywords to appear on Sponsored Display and Sponsered products.
What is competitor keyword targeting?
For example, say you are a gin company called “Flower Gin” and you want to target “Garden Gin”, you would set up a PPC campaign using the exact match type for “Garden Gin” and bid on those keywords. Whenever a customer types this into the Amazon search, ads for your brand and product may appear if you have the highest bid.
Your ads will appear at the top of the search results page, above the organic rankings of your competitor.
There is also an opportunity to show up on the product details page on the “products related to this item” section and “Brand in this category”.
We recommend performing keyword research based on seed keywords but also based on reverse ASIN lookups for best-selling competitors in your niche so you can target keywords they rank for as well and go after those.
Best practices for Amazon PPC competitor keyword targeting
If a customer types in a brand name in the search bar, let’s say “Tanqueri Gin” for example, the intent behind this search is they are specifically looking to buy this brand of gin. It’s therefore fairly unlikely you will win this customer over.
However, that’s not to say this is a redundant tactic, it does yield results, but should be used alongside your other Amazon PPC Campaigns and not as a standalone strategy.
We recommend creating a separate campaign so you can completely control the budget for this.
1. Target competitors that are on par with the size of your business. If you are a small business, you will not be able to go up against a large business with a bigger budget.
2. Target competitors with similar price points, reviews and ratings – it will be harder to beat the competitor if they have more brand credibility and a cheaper/ more expensive product.
3. To cast a wider net, set up different broad match campaigns to discover longer-tail keywords to use. You may discover that customers are searching in high volume for “Garden Ruhbarb and Ginger Gin”, which would be a big opportunity for you to add to your competitive campaign.
4. When it comes to targeting competitor ASINs, you’ll want to avoid pages that are costing you too much money and aren’t converting well. On many occasions, these high-cost-low-converting pages are due to merchants spending their ad spend on ASINs they aren’t positioned well to compete with. Always monitor campaign performance and adjust accordingly.
Use branded keywords as a defensive strategy
Turn this tactic around and create ads that target your branded keywords as a defensive strategy against other competitors! Using the same steps above, identify your branded keywords, set up a separate campaign so you can control the daily budget and run your ads.
Whenever a customer searches for your brand name and product, you should appear in the sponsored ads section as well as the organic results, which gives a lot of visibility of your product.
A clever tactic that can be used in conjunction with your other PPC campaigns! There is a lot to keep in mind when doing this tactic, but don’t get discouraged, if used correctly it can increase conversions!
Here’s what to remember:
- Target competitors that you have a viable chance of competing with, based on the size of the business, reviews, ratings and the likelihood you will be able to intercept the audience due to your similarities.
- Target the brand keywords as well as any keywords your competitor ranks for.
- Remove any keywords that are underperforming and costing precious ad spend.
- Set up as a separate campaign so you can effectively manage your daily budget.