Other than specifying the keywords for the campaign, Amazon also lets you match the different types of searches – Keyword Match Types. You can decide to display your product ad based on the matches of the search term with your keywords for exact search term match, terms are padded before and after the search terms, make restrictions on the order in which the search terms are displayed, etc.
Here’s the complete breakdown of the different keyword matches allowed on Amazon
Your keyword(s) will be matched to search terms that not only match your keyword but are also related to your keyword and your advertisement may display regardless of what order the keywords appear in or what additional words are added. This might include synonyms, misspellings, and variations of your keyword.
The broad match keyword type indeed helps you in getting a larger audience reach, however, the click-through rate might not be very optimal. Shoppers might see your product ad for irrelevant search terms and might click your ad, these costs quickly add up and might not be a very optimal conversion rate set-up.
Let’s take this example, the search term is “benches”, the search intent is quite obvious, however, Amazon displays a “baking tool” as the first sponsored product.
However, the broad match keyword in PPC can help you identify potential keywords. You could run a broad keyword campaign for a specific period of time, analyze the data and then fine tune the keywords according to the search terms.
The phrase match is where you specify a phrase and the keywords are matched with terms before or after. The key feature of phrase match is that it allows you to control the word order.
Variations may include misspellings, singulars and plurals, stemming; eg, skiing gloves, ski gloves, abbreviations, and acronyms.
By the exact keyword match you can narrow down to the customers who are searching exactly for your product.
Just as with phrase match, customers may have used a close variant to your keyword (misspellings, plurals, singulars, etc.), but with no added words before or after your keywords nor a synonym will be used. An exact match will certainly lower the number of individuals who see your ad, reduce the traffic and can have a drastic impact on the frequency in which your product gets displayed but those who see your ad are much more likely to click on your ad (because they are search exclusively for your keyword)
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