The term Midtail Keyword is defined as follows:
A mid-tail keyword is a compromise between the two extremes: the highly competitive, highly demanded short-tail keywords and the less competitive, longer, more conversion-oriented long-tail keywords. The short tail keyword “shoes” and the long tail keyword “shoes ladies autumn bootees leather” would be the mid tail keyword “shoes ladies autumn”. A mid tail keyword is two to three words long.
The use of mid-tail keywords can be particularly interesting for Amazon Marketing Services, as the more precise definition of Amazon keywords allows campaigns to be controlled more specifically. When using short tail keywords in manual sponsored product campaigns, the match type “Broad / Broad” is usually selected in order to cover a broad spectrum of search queries. However, this approach also results in the campaigns generating scatter losses; without targeted controlling, potential is wasted with this type of campaign.
When creating Amazon advertising campaigns on AMS with mid-tail keywords, it is advisable to select the match type “phrase” in order to control the search queries more specifically.
Influence Amazon Ranking With Mid Tail Keywords
When Amazon optimizes the product detail page, it can be worthwhile to specifically address mid-tail keyword search queries by displaying these “phrase search queries” precisely, Amazon measures its own product listing with a higher relevance. If, for example, a customer searches for the mid-tail keyword “small wallet ladies” and this search query appears as a phrase in the bullet points or product description, the article is assigned a higher relevance to the search query.
The most frequently used mid tail keywords can be found using Amazon’s Auto Suggestion feature. Amazon’s Auto Suggest displays the most common search queries made by users. This approach allows the most frequent search queries to be displayed in a targeted manner. Alternatively, various keyword tools can be used to find suitable mid-tail keywords.