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Choosing the right Amazon keyword match types is an important step in keyword research, particularly when you’re starting out. This can make it easier to avoid wasting your time and money by missing out on keywords that could be strong performers. To start, you should try running ads using relevant keywords, and experimenting with different match types. It’s easier to understand the differences between the three match types once you’ve experimented with them.
Modified broad match
Modified broad match types on Amazon are less common than standard broad match keywords, but they can still be useful for your PPC campaign. With modified broad match, you can match all keywords, without having to worry about keyword order or keyword sequence. These types of keywords are ideal for products that are relevant to a specific niche, but may not be suitable for the broadest audience.
Broad match keywords may appear in any order, including close variations and synonyms of the original search term. In addition, advertisers can designate specific keywords that must be present for an ad to appear. This can be done by placing a “+” symbol before the keyword in a phrase or ad to indicate that the keyword must be present for the ad to be displayed.
Modified broad match keywords are the most versatile and flexible type of keyword match on Amazon. They work by adding the “+” symbol to specific words or phrases to ensure your ads appear for the right audience. You can also use the same broad match modifier keywords on multiple products. To ensure your advertisements are relevant to the right audience, you can use multiple broad match modifier keywords in a single ad.
Modified broad match types on Amazon can be useful for campaigns that are well-established and have a high ROI and low ACoS. Once your Amazon PPC campaign has matured, you can start switching off broad match types and focus on optimizing your keyword strategy. In addition, you can use phrase match keywords and exact match keywords to ensure consistent discovery of relevant customer search terms.
Exact match
Exact match types on Amazon are used to target a very specific group of customers. Unlike broad match types, which can cover a wide range of products, exact match type ads are limited to a specific product or phrase. Using this type of keyword is particularly beneficial if you want to target a specific niche or market. For example, you can use this keyword to advertise a discounted running shoe, running shoes for women, or red running shoes.
When building your initial keyword list, exact match types are especially important, as they can help you avoid missing out on potential strong performers. However, keyword research is not easy, and it may take some time to experiment and find keywords that work well for your products. It is best to run test ads first before deciding on which keyword match type to use.
There are advantages and disadvantages to each type of Amazon keyword match, so it is important to understand which type of keyword you’ll use. Exact match is the most restrictive type of match, which means that it will not show up for variations of your keywords, and it will be limited to a smaller audience. While Amazon keyword phrase match is generally more relevant to shoppers, you should use the exact match type only if your keywords are truly relevant to your products and services.
Exact match is the most restrictive of the three types of keyword match on Amazon. By excluding other words that are similar to your product, it reduces the size of the customer pool. While it can be time-consuming to find the right keywords for exactness, the end results are often high-quality traffic.
Phrase match
Amazon phrase match types let you target shoppers by using a keyword phrase. You can select these types of ads for both broad and specific searches. Using phrase matches will allow you to optimize your targeting and reach more shoppers. However, you will need to increase your bids compared to broad matches. Listed below are the differences between the two types of ads.
Broad match: This match type is intended to reach a larger audience. It works for a single term or keyword and is the best option if you’re looking to reach a large audience. Broad match is the default type for suggested keywords. You cannot change it later. However, you can use close variations. Close variations refer to singular or plural forms of a word.
Phrase match: Unlike broad match, phrase match is more precise. If the prospect’s search term contains your target keyword, Amazon will display your ads. It will even show ads for variations of your keyword. In other words, if your prospect searches for a mobile case, the ad will appear when the term matches your keyword.
Exact match: Exact match keywords will match only when the search term is exact. They can also be close variations or synonyms of the original search query. Negative match: The negative match type is a good choice if your keyword is not related to the product you’re trying to sell. These ads can be displayed to shoppers who browse products that complement each other.
Read More : How Much Does it Cost to Advertise on Amazon?
