Read Keyword Demand Signals

Outcome: Use search demand, competitor depth, review counts, price bands, and seasonality to judge whether the market deserves deeper work.

What to do in this lesson

Watch: start with the lesson video.
Learn: use the summary and key points to capture the operating principle.
Do: complete the action steps against one real product, SKU, campaign, supplier, or workflow.
Submit: write one action card with owner, evidence, next step, risk, status, and review date.

Watch

Hosted on Google Drive.

Lesson summary

This lesson teaches how to identify and deploy hyper-relevant keywords for an Amazon product listing. The key steps are: 1) Review your master list of keywords, 2) Group them into relevant keyword families based on search volume, 3) Deploy the keyword families in multiple rounds during phase one to avoid overspending, and 4) Optimize your pricing strategy to include list price, launch price, and coupon price.

Key points

Review your master list of hyper-relevant keywords
Group keywords into relevant families based on search volume (5,000-15,000 searches per month)
Deploy keyword families in multiple rounds during phase one to avoid overspending
Optimize pricing strategy with list price, launch price, and coupon price
Use tools like Scaler-OS tools to automate keyword set creation and deployment

Action checklist

Review your master list of keywords and identify hyper-relevant keyword families
Create keyword sets for your hyper-relevant keyword families
Deploy your keyword families in multiple rounds during phase one
Optimize your pricing strategy with list price, launch price, and coupon price

Full transcript

Open transcript

So you guys did keyword research prior to coming to this, you know, five day challenge and we’re going to deploy that, right? You have your nevertheless. So when you’re setting up your campaigns, those can be deployed. But now we’re specifically talking about the keywords you actually want to target. We spent a lot of time talking about things you don’t want to target. Now we’re going to talk about the keywords you actually need to start getting sales on your product, hyper relevant keywords that will get a high conversion rate. So the first step, and I’m going to show you how to do this, but quickly run through the steps here. So we want to review your master list. Remember, the master list in your keyword research should be only hyper relevant keywords. Now you might have missed a few. They need to remove. That’s okay. We’re still going to kind of scrub that list and make sure we’re only pulling out the hyper relevant keywords. And the first thing we want to do with that list is to create keyword sets of hyper relevant keyword families. Okay, keyword family is basically a family keywords that all have similar words in them so that you can create that halo effect that we’ve been talking about all week, right? We’re going to group them and search volume increments between 5,000 and 15,000. Okay, if we don’t want to deploy more than 15,000 searches at a month. I’m sorry, at a time, then we need to make sure that our groups of keywords sets don’t have more than 15,000 at a time. Now, depending on your product type, how much search volume you have in total is going to vary. For non subjective and semi subjective products, you likely have well over 15,000 total searches. And so you have to trim down and deploy your keywords in waves or in rounds. Whereas if you’re subjective, you might only have 2,000 searches total. And if that’s the case, that’s what you start with. So we want to group them by search volume and in keyword families. So the goal here is at this point, we are planning to deploy all of those hyper relevant keywords in multiple rounds during phase one. Okay, hopefully the understanding at this point is that phase one is now a lot longer than you thought it might be. The more keywords you have, the more rounds of keywords you’re going to have to introduce, right? So you can live in phase one for several months, even, right? Now, hopefully during that time, once you have enough forgetting anything, you can actually start to become profitable, even in phase one, again, not the goal. But it’s certainly a potential solution or a potential or a Bible option. And then, as I said, just really want to reiterate this. The last thing I want you guys to do is to go deploy 100,000 search volume where the keywords all at one time. It’s going to be a nightmare. You’re going to move really fast, but you’re going to spend a whole lot of money and that’s not what we want. So again, the quantity of hyper relevant keyword will determine the number of rounds. So I’m going to give you kind of a cheat sheet for how to do this and make it a little bit more consumable if you will. And then remember, it’s hyper relevant first. So we always start with the most hyper relevant keyword families first every single time. You’re going to have in your master list keywords that are they’re all hyper relevant. That’s great. But you know, like some of those like that’s exactly the product. Those are definitely the keywords I want to start with. So let me show you how to do this. So what I want you to do is go into your keyword relevancy tool in Scaler-OS tools. You’re going to find your product. And this is just an example product. It’s not even live. But let’s assume you sell a glass canister set with bamboo lids. I think that’s the top keyword for this one. All right. So you sell this product cool. We’ve already done keyword research. We’re now looking at our master list. Okay. So if you want to select this. Well, you have to do is select the blue master list button in the keywords set here. And what it’ll do is it’ll pop up only the keywords that you put in your master list. All right. If you did keyword research, you already have done this and you already have a master list ready for this purpose. And what you want to do at this point is start configuring keyword families. Okay. There’s a few approaches to this. But what I generally like to do is use the filters here. And I want to start finding keywords that are going to overlap. Okay. So for this product in particular, think about what the customer is going to type in. And then also think about which keywords are going to like explicitly talk about your product. So if I just said if I just want to like glass container, I could certainly do that. But the downside with the glass container by itself is it doesn’t call out the bamboo lids. It doesn’t identify if it’s round or square or whatever. So in this list of hyper relevant terms, I want to start calling out the things or potential keyword families that might be hyper relevant and exactly what I want. So as a first example, when I go through this list, it’s sorted, I think, an alphabetical order at this point in time, but you can start to see some clear lines between certain keywords. And the first thing that kind of jumps out of me that I really want to look for is this glass canister right glass canister glass container. One of those is going to work. So if you come up here to the keyword phrase in this filter section and you just type in glass canister. Make sure I spell it right. And then you apply that filter. What it’s going to do is trim your master list to create a keyword family for glass canister. And you can see in this example, there’s only seven entries and remembering that search volume is important here. I want to make sure that the total search volume here isn’t ridiculously high. Well, there is a few of these keywords in this list that have like 87,000 searches a month. We’re not going to target those during phase one. Or probably at all until we get to phase three or four. So what you see here is glass canister sets. Yes, that’s a relevant glass canister related. Yes, glass canisters for kitchen sets for the kitchen with their tight lids with lids with wooden lids. Okay, so all of these things are hyper relevant. When I look at the keyword volume, it’s roughly six or seven thousand. That’s great. So all I’m going to do for my first keyword family. And again, you don’t have to do these in order. You’re just creating a keyword set to this point. So I’m going to take these seven repeatable actions out of the keyword set. New keyword set. And then I’m just going to call it whatever the phrase was that I put into the search here. That’s what I’m going to call it. So PPC glass canister keywords. All right. And I’m going to say nobody done this. I’m not going to do it again. So that’s the first thing you want to do. Now you have one keyword family. There was 104 phrases, keyword phrases in my list. So there’s still some more work to do. As I was going through that list, I also noticed things like bamboo lid and container or really prevalent. And since my product has a bamboo lid and it’s container, I think that would probably make for a pretty decent keyword family. So you’ll notice that I have bamboo comma lid comma container comma. So what I want to do is leave this as and so all it’s going to show me are keywords that include bamboo lid and container all in the same phrase. So if I apply the filter for that. I’m going to get another list here. So bamboo container with lid, bamboo lid storage containers containers of bamboo lids. This is incredibly relevant to my product. Right. Don’t think it could be more relevant with this list. As if it said five pack or multi pack or something like that set a five. So I do like all these. So same thing. Make a keyword set and keyword set. New set. Give it a name and then save it. And you’re going to repeat this process. I’m going to do one more just for a good measure. Just to show you kind of a trick here. So I just used bamboo lid and container, but I also noticed that jar was a very common term. Now I don’t want it to also show like bamboo or let’s say container jars with bamboo lids. So what I can also do is put an exclusion here for the word container because I’ve technically already found those keywords. Right. So I’m going to apply filters and I will find another set of terms review them quickly. Make sure they’re all hyper relevant. Save them as a keyword set. Okay. Is that driving with everyone? Does everyone understand how this process works? It’s very to the point. There’s not a whole lot of analysis you need to do here other than making sure the keywords themselves are relevant. And I’m grouping it by keyword families. And I’m using my product concept to determine what those keywords families are. You can just as easily make a keyword family for glass or for whatever. Okay. Cool. I see clear understand to if you get it. Love it. So once you’ve done that, you’ve essentially established that you have multiple keyword sets that you’re going to deploy in PVC. And the reason that we want to put those into keyword sets is because what Brendan’s going to show you later is you can take these individual keyword sets of these keyword families that you want to deploy and you can automatically import those into the PVC book of loader tool. So you don’t have to copy and paste anything. It will just automatically move over. It will also automatically move over or be imported into the keyword rain tracker, which then it can be imported into the into the daily sales tracker. So when you do this in tools, what this is allowing you to do is to create keyword sets that can be used in three other tools or technically for other tools that make the process go faster as you continue moving forward. So that’s part of the reason we put so much emphasis on keyword research. Now, if you also went through the process of keyword research, you should also have a master list in your spreadsheet here. Another way of going about this and making sure that you don’t or making sure that you capture the keywords that you’ve already targeted. Excuse me. There’s two. Once you already deployed a keyword, you can highlight it. So in this example, pasta containers was one of the root keywords for this particular product. You’ll see everything in green has already been deployed for this product, hypothetical product, right? And one fast way to quickly see in Google sheets here. This is just filter by certain colors and you can drop them all at the top. You can see they fit within my search volume range. And let’s say this was done in round one. Everything in blue might have been around two. Everything in orange might have been around three or vice versa. So this is just a quick and easy way to keep track of what you deployed and what you haven’t. Again, just best practice as an Amazon seller. You should always have backup data, whether it’s you’re using tight tools or anything else. You should also have something that you own that is in your account, your Google Drive, your Dropbox, whatever. And this is a good example of that. So that is essentially going to be the process for creating the keyword families. Again, you’re going to repeat this until you’ve used utilized all of the keywords you have. Now, no fairness. You do not have to do 100 at once. You could literally just do, you know, the first two or three keyword families that you want to start with. I want to sound to deploy more. You go back to your list. But this is the process. You’re going to repeat over and over and over until you’ve utilized all of your keyword keywords in your master list. Again, verify their habit relevant verify the search volume isn’t too high. There is some in here. That’s some point. So 26,000. I’m not going to target that one. Yeah, yeah, yeah, you get the point here. So last thing. If you really are OCD and you want to really plan this out, like I said earlier, you are planning to deploy these in your phase one. Okay, you’re going to deploy these have relevant keywords in multiple rounds. If you want to plan which rounds go at which point in time, then I will also share this kind of example with you. You can make a copy and do it or use it for your own brand. But essentially, what this is going to allow you to do is take that keyword family, put it into a round. And then this is round one. You can put a date on it. I did on this day, round two this day. You can add more rows and columns and go down the list there. So I’ll have this for you guys as a resource. But in all fairness in practice, I only use side tools once everything is saved into the master list. I don’t really need to go use anything else, but this is kind of step two. All right. So step two launch keywords. We’re simply identifying our list. We’re planning for deployment of our campaigns and phase one. So now that we’ve done that, the third step is optimizing our price. Okay. Now this is something that has changed quite recently and is going to continue to change the end pointed out, we still don’t have 1000% surety. In fact, Amazon’s own account managers don’t actually know what’s going on with coupons. We’ve asked several of them and none of them know they are actually asking their supervisors to find out how it’s actually supposed to work. And there you go. So let’s talk about the launch pricing strategy as it currently sits today with the asterisk on a few things that were testing, which I’ll share with you and we can discuss later at the end of the session. So there are three different prices that you have for four technically if you include a final price, but there’s three that are specifically on Amazon. The first is your list price. Okay. This is your MSRP. And what I want you to do here, and this is again for a I’ll talk about this more in a minute, but what I want you to do with your You

Resources

Source lesson: KW Research Introduction
Resources:
- Brand Registry Links
- SOP for A+ Premium when you only have A+

Track: 02 — Product Opportunity & Sourcing Engine
Module: Product Fit Map