There are 3 Amazon PPC match types and using all three correctly will allow you to achieve a high ad rank. The match type you select will allow you to tell the platform how “tightly” to bid on a keyword/ad combination to match a customer search query. The 3 main match types are Broad, Phrase, and Exact.
Choosing the right match type is very important when using Amazon PPC. There are three basic types of amazon keyword matches: Phrase, Exact and Broad. Exact match type is most effective when your campaign is very targeted. With this type, you will only see ads when the user’s search query matches the keyword.
Phrase match type
One way to increase your sales is to optimize your Amazon advertising campaigns for phrase match type keywords. These keywords are similar to broad match keywords, but they narrow down the target audience. With phrase match type, you need to make sure that all your keywords are in the same order. For example, if you are selling running shoes, you should use “red running shoes” and “adidas running shoes” to ensure that your ads will appear on relevant searches.
While both exact match type and phrase match types have their advantages, you should always run both types of ad campaigns separately. The best way to do this is to set up separate ad groups and run them in manual or Auto campaigns. After a couple of weeks, you will be able to gather some data to determine which keywords are performing best.
The broad match type is ideal for new products that are still in the development phase. With a broad match type, you can include related keywords such as “new home decoration” or “new age decors” and still get a lot of ad impressions. Using a phrase match type is better than broad match type because it’s more specific and guarantees stronger keyword relevancy.
Another advantage of using phrase match type for Amazon ads is that it is not limited to one keyword. You can use several keywords and include prepositions, plurals, or misspellings. This will help your ads to appear on the top of the search results and increase your sales.
Exact match type
It’s important to know which match type to use for your campaigns. Broad and exact match types are different, and each has a different advantage and disadvantage. Broad match is best for broad keywords, but you can use Exact match for more targeted terms. Exact match is the most specific of match types.
Exact match allows you to target your ads for a very specific product. With this type, you can narrow the field of customers looking for your product and reduce your cost per click. But it can also be very time-consuming to find the perfect keywords. However, using the correct keywords for your products will yield high quality traffic.
A good example is a broad match campaign for running shoes. In this case, you don’t want your ad to show up when someone searches for “plastic wallets.” On the other hand, “leather wallet” may be an appropriate search term for a leather wallet. The exact match keyword is the “god” of ad types.
Amazon offers a downloadable template so that you can add all of your keywords at once. It also allows you to create a list of keywords that you think are related to your products. Then you can review these keywords and differentiate between them.
Broad match type
Broad Amazon PPC match type allows you to display your ads to a larger audience. This option is less targeted than exact match and phrase match, but it may be appropriate for some advertisers. You will pay more for the extra exposure, but you will not be limited by a narrow targeting. The broad match type also lets you specify a keyword that must be present in a search term for your ad to run.
While broad match is not as targeted as exact match, it is still a good choice if your ad spend is under control and your ad results are good. However, you should keep an eye on your spend and incrementally optimize your bids. In a broad match campaign, you can’t make bids for individual search terms, unlike in an exact match campaign. Broad match ads may also attract more synonym phrases.
When it comes to broad matches, you should be sure to choose a keyword phrase that has a wide reach. This way, you will have a higher chance of attracting a large audience. The disadvantage of a broad match is that it may not have the highest click-through rate. Furthermore, it can result in a larger spend, which can cut your profits.
If you’ve established a solid Amazon PPC campaign, you can switch off broad match type and focus on exact match and phrase match keywords. This will give you a lower ACoS and higher ROI. You’ll also have more opportunities to discover relevant search terms for your customers. And, once your campaign is mature, you’ll have plenty of keyword data to optimize.
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