亚马逊关键词词库创建与谷歌竞价推广技巧全攻略
亚马逊关键词词库创建与谷歌竞价推广技巧全攻略
Complete Guide to Amazon Keyword Research and Google Ads Promotion Techniques
在亚马逊运营中，关键词的重要性不言而喻。 关键词调研主要有两个目的：一是为新品Listing埋词，二是优化现有Listing时查漏补缺。然而，许多卖家仍然不知道如何有效调研和布局关键词。本文将手把手教你从关键词收集、筛选到布局的全流程。
In Amazon operations, the importance of keywords is self-evident. Keyword research mainly serves two purposes: embedding keywords for new product Listings, and identifying gaps when optimizing existing Listings. However, many sellers still don't know how to effectively research and deploy keywords. This article will guide you step-by-step through the entire process from keyword collection to screening and deployment.
一、关键词收集 (Keyword Collection)
1. Keyword Collection
关键词可分为三类：
Keywords can be divided into three categories:
- 广泛词（流量词）：大词、上位词、流量大但不精准
- Broad Match (Traffic Keywords): General terms, superordinate terms, high traffic but less precise
- 核心词：品牌名称、产品名称的名词
- Core Keywords: Brand names, product name nouns
- 长尾词：精准描述产品的词或词组，包含产品属性
- Long-tail Keywords: Precise terms describing product attributes
关键词收集方法 (Keyword Collection Methods)
免费工具：亚马逊搜索框、竞品页面、广告推荐词、Google Adwords等
Free Tools: Amazon search bar, competitor pages, ad suggested keywords, Google Adwords, etc.
付费工具：Merchantwords、H10、SIF、卖家精灵等
Paid Tools: Merchantwords, H10, SIF, SellerSprite, etc.
二、关键词筛选 (Keyword Screening)
2. Keyword Screening
第一步：确定核心关键词及类目
Step 1: Identify Core Keywords and Categories
例如销售"挂脖电风扇"，通过亚马逊品牌分析工具(ABA)反向查找TOP竞品的关键词数据，建立核心关键词词库。
For example, when selling "hanging neck electric fan", use Amazon Brand Analytics (ABA) to reverse-search keyword data from top competitors and build a core keyword database.
第二步：采集竞品信息并分类
Step 2: Collect Competitor Information and Classify
选取10-20个TOP竞品，用ABA调研关键词并分类（大词、中词、长尾词）。
Select 10-20 top competitors, use ABA to research keywords and classify them (broad, medium, long-tail).
三、关键词布局 (Keyword Deployment)
3. Keyword Deployment
| 运营阶段 | 目标 | 关键词选择 | 匹配方式 |
|---|---|---|---|
| 新品期 | 拓展流量 | 类目词、核心大词 | 手动广泛/词组匹配 |
| 成长期 | 提升转化率 | 高转化核心词 | 词组/精准匹配 |
| 成熟期 | 降低ACOS | 品牌关键词 | 精准匹配为主 |
谷歌竞价推广技巧 (Google Ads Promotion Techniques)
1. 使用精准匹配类型提高广告相关性
1. Use exact match types to improve ad relevance
2. 设置合理的竞价策略，动态调整出价
2. Set reasonable bidding strategies with dynamic adjustments
3. 持续优化否定关键词列表
3. Continuously optimize negative keyword lists
通过以上方法创建亚马逊关键词词库并配合谷歌竞价推广，将有效提升产品曝光和转化率，助你更快实现爆单目标！
By creating an Amazon keyword database using the above methods and combining it with Google Ads promotion, you can effectively improve product exposure and conversion rates, helping you achieve your sales goals faster!
