Selling successfully on Amazon means choosing the right PPC (pay-per-click) Keyword Match Type. By doing that, you are letting Amazon know how you want your ads to be found in searches. For example, if you use Broad Match, you will be found in a high volume of searches but you may not convert as well because your product might not be relevant to those searches. In comparison, Exact Match may produce fewer conversions because it does not show up in many searches. So what strategy is right for you?
Keep reading for the full overview and a keyword strategy recommendation from ZonLux Digital that will help you use all of the available matching options to generate a higher return on investment for your PPC ad campaigns. First, let’s dive into the four Keyword Match Types:
This is the least expensive and least specific Keyword Match Type on Amazon. Using Broad Match means you will show up in searches related to your keyword (including synonyms, misspellings, and variations), but the searches you show up in will not always be relevant to your product. You will not appear in a search completely unrelated to your product, but you will be casting a wide net.
For example, if you are trying to rank for the word tea you might show up in teacups, tea kettle or tea strainers, because Broad Match will provide a range of possibilities related to tea. While this match type will get the most impressions on your listings, it will not produce the most conversions. You can use it to assess which keywords perform best for your products and then use that data to build a strong list of high-performing keywords.
Benefits: Broad Match could be the right option for you if you lack time to create in-depth keyword lists. If your ad receives no clicks for a particular keyword variation, then Amazon will stop showing it for that search term, which will decrease spending on poor-performing keyword variations.
Broad + Match + Modifiers
This is the more responsible version of the Broad Match type. You can trust this a bit more with your Amazon Ads budget. A Broad Match modifier is the middle ground between Broad and the more restrictive match types, like Phrase Match and Exact Match. To use this match type, just add the plus symbol (+) in front of one or more words.
Benefits: This match type gives you more control than Broad Match targeting and more freedom than Phrase Match bidding. This match type also allows you to indicate specific search terms you want included. Modified Broad Match offers a large pool of searches that can produce valuable keywords you may have missed. The relevancy of your traffic will also increase because it will drive more targeted traffic to your listings.
Use this to reduce unnecessary traffic that other match types may produce, generating more relevant traffic to your listings. Phrase Match allows your ad to appear in search results when a potential customer searches your keyword phrase in the correct order, as well as searches with additional words at the beginning or end of your keyword phrase. However, it will not display your ad in searches that contain words in the middle of your phrase. This match type is a good choice when the meaning of your keyword phrase changes depending on the order of the words, because your ad will only be shown to people who type the keyword phrase in the specific order you indicated.
Benefits: This match type is more flexible than Exact Match and it gives more discretion to Amazon than Broad Match or Modified Broad Match. This allows you to benefit from a wider audience. Even though it will drive less traffic to your listing than Broad Match, it will be more relevant traffic with a higher chance of converting.
Exact match is the most restrictive of the PPC Keyword Match Types. It greatly restricts when your ad will be displayed. It will drive the traffic with the highest relevance but with the least reach. This match type should only be used when you want your ad to be displayed for a specific keyword, because your ad will only be shown in searches with your exact keyword, or a very close variant (ie. plural, abbreviations, common misspellings, etc.). Variations do not include synonyms, though.
Benefits: This match type will drive far less traffic to your ad, and far fewer impressions and clicks. But the traffic produced by Exact Match will be highly targeted and therefore brings the highest chance of conversion.
To get the most out of the Keyword Match Types, we recommend you set up three different campaigns: Automatic, Manual Broad Match and Manual Exact Match. The first two will hit more keywords but will cost more; your Exact Match group will require you to know which keyword to target, but will give you the best return for your money.
1. Start three campaigns for your product: Automatic, Manual Broad Match and Manual Exact Match.
2. Each campaign will then have one ad group containing all the product SKUs in this product group. You should also include all variations of a product such as size or color.
3. Every one to two weeks, pull a search term report for each campaign and use it to identify new keywords to target, and also to find out which targeted keywords are performing well. When you identify a search term as performing well, move it to the next campaign level. Specifically, if something performs well in Automatic, move it to the Broad Match group; if it performs well in Broad, move it down to Exact.
4. Whenever a keyword is moved down a campaign, also add it as a negative in the higher-level campaigns to ensure they are not competing with one another.
5. Generally speaking, keywords in a Broad Match campaign should have matching negative exacts in the Automatic campaign. Keywords in the exact Match campaign have a matching negative exact in the Broad campaign and in the Automatic campaign.This setup will ensure that your highest-performance search terms are only showing up in the most efficient campaign. You will be able to optimize these keywords by adjusting bids without having to worry about impacting the higher-level campaigns!