5.1 Research Methodology¶
What this page teaches: Keyword research finds how customers search. Sources include brainstorming, competitor listings, autocomplete, search term reports, reverse ASIN tools, and Brand Analytics.
Why this matters in real accounts: This topic affects money, visibility, campaign control, reporting clarity, or team execution. Understanding the business reason first makes the console steps much easier to learn.
Practical workflow: - Read the definition and linked glossary terms. - Identify what decision this topic affects. - Find the report, console screen, or input data required. - Make a small reversible change first when working in a live account. - Write down what changed and why.
Worked mini-example: Open the relevant report, check the key metric, make one small change, and note what you did and why.
Common beginner mistakes: - Skipping the context and copying tactics blindly. - Changing a live account without checking eligibility, budget, or data window. - Forgetting to log the reason behind the change.
Definition of done: - The learner can explain the topic without jargon. - The learner can name the report, console area, or data input used for this topic. - The learner can describe one safe action, one risky action, and one escalation trigger.
Merged from Complete Data-Filled Guide¶
Complete data-filled section notes¶
Keyword research is how you learn the language customers use. Don't guess forever. Start with common-sense terms, then replace guesses with real search term data.
Research methods¶
- Brainstorm product names, features, use cases, problems solved, and customer types.
- Review competitor titles, bullets, and product positioning.
- Use Amazon autocomplete to see real search phrasing.
- Use Search Term Reports after campaigns run.
- Use reverse ASIN tools like Helium 10 Cerebro or Jungle Scout Keyword Scout.
- Use Brand Analytics Search Query Performance when Brand Registry is available.
Search term vs keyword¶
A keyword is what you bid on. A search term is what the customer actually typed. The Search Term Report is gold because it shows reality, not theory.
Harvesting workflow¶
- Launch Auto and Broad discovery campaigns.
- Wait for enough clicks and orders.
- Download the Search Term Report.
- Sort by orders, CVR, ACOS, spend, and CTR.
- Promote winners to Exact.
- Add harvested terms as Negative Exact in the source campaign.
- Scale bids and budgets for proven terms.
Starter harvesting thresholds¶
| Metric | Starter threshold |
|---|---|
| Clicks | 50+ |
| Orders | 5+ |
| ACOS | At or below target |
| CTR | 0.5%+ as a rough starter |
Head vs long-tail terms¶
Head terms are short and high-volume, like running shoes. Long-tail terms are specific, like men's running shoes size 10 wide. Head terms create reach. Long-tail terms usually create efficiency.
Operator checklist¶
- Explain the topic in plain English.
- Identify the report, console area, or input data needed.
- Make the smallest safe change first.
- Log the action, reason, and expected review date.
- Escalate if the issue touches policy, inventory, account health, or large budget changes.