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How Many Keywords Should You Use in Your Amazon PPC Campaign?

how many keywords should i use

Running a successful Amazon PPC (Pay-Per-Click) campaign starts with keywords. But many sellers wonder: how many keywords should I include in my campaign? The answer depends on your goals, product type, and campaign strategy. Let’s break it down.

Understanding Amazon PPC Keywords

Amazon PPC keywords are the search terms that trigger your ads when shoppers type them into Amazon’s search bar. They come in three main match types:

  1. Broad Match – Shows your ad for related searches, including synonyms.
  2. Phrase Match – Shows your ad when the exact phrase appears in the search.
  3. Exact Match – Shows your ad only for the exact keyword or close variations.

Choosing the right number of keywords is critical to reach the right audience without wasting your ad budget.

Keyword Count Guidelines by Campaign Type

1. Automatic Campaigns

  • No keywords needed, Amazon chooses them automatically.
  • Ideal for discovering high-performing keywords to use later in manual campaigns.

2. Manual Campaigns

  • You control keywords directly.
  • Recommended keyword count: 15–50 per ad group for most sellers.
  • Why? Too few keywords limits reach; too many can dilute performance and make optimization harder.

3. Sponsored Brand Campaigns

  • Usually fewer keywords than individual product campaigns.
  • Focus on high-intent, high-converting keywords for brand awareness.

Factors to Consider When Choosing Keyword Numbers

  1. Product Relevance – Focus on keywords closely related to your product features.
  2. Campaign Budget – More keywords require a bigger budget to compete effectively.
  3. Match Type Mix – Include a mix of broad, phrase, and exact matches for testing.
  4. Search Volume – Prioritize keywords with sufficient search volume to get impressions.
  5. Negative Keywords – Add irrelevant terms to prevent wasted ad spend.

Best Practices

  • Start Small – Begin with a manageable number of keywords, then expand as data comes in.
  • Monitor Performance – Regularly review ACOS, CTR, and conversion rates.
  • Use Long-Tail Keywords – They are less competitive and often more targeted.
  • Leverage Amazon Tools – Tools like Helium 10, Jungle Scout, and Amazon Keyword Planner help identify high-performing keywords.

Final Thoughts

There’s no single “magic number” of keywords for every Amazon PPC campaign. For most sellers, 15–50 keywords per ad group is a solid starting point. The key is testing, optimizing, and refining over time based on real performance data. By balancing quantity, relevance, and match types, you can maximize ROI and drive sales efficiently.