Keywords play a crucial role in both Amazon SEO and PPC campaigns. They determine whether your product shows up in organic search results and sponsored ad placements. While it might seem logical to use the same keywords for both, the answer is not always straightforward. 

The difference between SEO and PPC on Amazon

Before deciding if you should use the same keywords, it’s important to understand how SEO and PPC work on Amazon:

• Amazon SEO (organic search): This refers to optimizing your product listings so they rank higher in Amazon’s organic search results. SEO relies on the strategic use of keywords in your title, bullet points, product description, and backend search terms. 

• Amazon PPC (paid search): This involves running ads like Sponsored Products or Sponsored Brands to increase visibility. PPC campaigns allow you to target specific keywords, and you pay whenever a shopper clicks on your ad.

When to use the same keywords for SEO and PPC

In many cases, you should use overlapping keywords for both SEO and PPC. Here’s why:

• Target high-converting keywords: If a keyword drives conversions for your PPC campaign, it’s likely a relevant and high-value keyword for your product. Including it in your organic SEO efforts ensures your product shows up in both paid and organic search results, maximizing visibility. Example: If your PPC campaign shows that “stainless steel water bottle 24 oz” converts well, make sure that keyword is also included in your title, bullet points, or backend keywords.
• Dominate search results: Using the same keywords allows you to appear twice in search results: once in a sponsored ad and once in organic listings. This increases the chances of a shopper clicking on your product.
• Reinforce algorithm signal: Amazon’s A9 algorithm takes sales data into account when ranking products. If a keyword performs well in your PPC campaign and drives sales, it can indirectly boost your organic rankings for the same keyword.

When not to use the same keywords for SEO and PPC

While overlap is beneficial in many cases, there are scenarios where you shouldn’t use the same keywords for SEO and PPC:

• High-competition keywords: Some keywords are highly competitive and expensive for PPC campaigns. If your budget is limited, focus on targeting these keywords in your organic strategy instead. Save your ad budget for more specific, long-tail keywords with lower costs and higher conversion potential. Example: Instead of bidding on a broad, costly keyword like “water bottle,” you could use “BPA-free water bottle with straw” in your PPC campaigns while optimizing your listing for the broader term organically.
• Low-performing keywords in PPC: Not all keywords that work for SEO will perform well in PPC campaigns. If a keyword has low click-through or conversion rates in your ad campaigns, it may not be worth spending money on. You can still include it in your organic content without allocating the PPC budget to it.
• Seasonal keywords: Some keywords may be relevant only for a short time. For example, “Christmas gift ideas for fitness lovers” might work well for a PPC campaign in December, but it’s not a keyword you’d want to prioritize in your year-round SEO strategy.

How to balance SEO and PPC keyword strategies

To make the most of your efforts, your Amazon ads specialist will need to balance keyword usage between SEO and PPC. Here’s how:

• Start with data-driven keyword research: Use tools like Helium 10, Jungle Scout, or Amazon’s search term report to identify high-value keywords. These tools help you discover which terms customers use to find your product.
• Prioritize keywords for organic SEO: Focus on keywords with high search volume and relevance for your organic strategy. Incorporate these into your title, bullet points, product description, and backend search terms.
• Use PPC to test keywords: PPC campaigns can be a great way to test how well specific keywords perform. Monitor click-through rates (CTR) and conversions to identify which keywords are worth prioritizing in your SEO strategy. Example: If your PPC data shows that “travel-friendly insulated bottle” has a high conversion rate, consider using it in your listing’s bullet points or description.
• Segment keywords for PPC: While some keywords will overlap, use PPC to target additional long-tail or niche keywords that may not fit naturally into your product listing. These keywords often have lower competition and cost-per-click (CPC), making them a cost-effective way to drive traffic.

Monitor and adjust regularly: Amazon’s marketplace changes constantly, and so do customer search trends. Regularly analyze your SEO and PPC performance to identify opportunities for improvement. An Amazon product listing optimization services provider can help you refine your strategy over time.