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Exact, Broad, and Phrase Match Types Explained in the Amazon PPC Guide for 2023

There are a lot of Amazon sellers that, like you, try their hand at developing a fresh PPC campaign in the hopes of achieving the enormous profits that are touted all over the internet. You try a large number of keywords on sponsored ad campaigns, bid high, and switch match types over and over again, but you never find the solution to your problem. It seems as if all you are doing is wasting money in some manner. You will be able to instruct the platform how “tightly” to bid on a certain keyword/ad combination in order to match a customer’s search query based on the match type that you choose. Broad, Phrase, and Exact are the three primary sorts of match types. In addition to that, there is a hidden fourth match type known as Broad Modifiers. Below, you’ll find a detailed discussion of all four categories.

By using match types to your advantage, you will be able to identify new clients, determine the ideal keywords to target in order to reach your objectives, and cut down on wasted spending.

In this piece, we are going to discuss many components of pay-per-click advertising, including match types precise, wide, and phrase. 

  • What are the different match kinds for Amazon PPC?
  • The three different kinds of keyword matches
  • Keywords that are not positive
  • Which sorts of keyword match should I make advantage of?
  • Bidding tactics for beginners 
  • Optimise regularly
  • Conclusion

What are the different match kinds for Amazon PPC?

The manual keyword targeting options that are available via Amazon PPC provide the seller or advertiser the ability to choose which term to place a bid on. The advertiser will have more influence over how they want their money to be spent as a result of this. Following the selection of the keywords, the next and last stage would be to settle on the kind of match that would be employed for these keywords. There are three different match kinds for Amazon PPC, and if you use all of them in the right way, you will be able to get a high ad rank.

You will be able to instruct the platform how “tightly” to bid on a certain keyword/ad combination in order to match a customer’s search query based on the match type that you choose. Broad, Phrase, and Exact are the three primary sorts of match types. In addition to that, there is a hidden fourth match type known as Broad Modifiers. Below, you’ll find a detailed discussion of all four categories.

The three different kinds of keyword matches

There are advantages and disadvantages associated with using each sort of match. You will be able to better align the utilization of these match types with the aims of your campaign if you are aware of these benefits and downsides.

Broad

With the wide match type, your keyword and ad combination will have the opportunity to reach a large audience. The ad will be considered for an impression if the customer search term inquiry is relevant to the keyword. If your keyword is “modern decors,” for instance, a possible wide match may be “new home decoration” or “new age decors.” As can be seen, the match has the potential to be quite loose, which is obviously something to keep in mind since it is already the case.

Phrase

When using the phrase match type, the customer’s search query must include the seller’s keywords in the exact same order as they appear in the seller’s bid for those keywords. In contrast to being wide, it is quite narrow and limiting. Because of the increased control, your advertisements will be placed in more appropriate locations, which will result in increased keyword relevance.

Consider the case where you want to sell “modern home furniture.” Match phrases may include things like “modern home furniture for sale,” “discounted modern home furniture,” “buy modern home furniture,” and other similar terms.

In addition, phrase match is an effective method for “learning the data,” since it enables placement on consumer search queries with just minor changes in wording. You will have a solid and effective strategy to scale up your campaigns if you collect a slightly different variant of your keyword that led to a purchase and then use that variation.

Exact

Your keyword bidding may have the most precise level of control when you choose the exact match type. In this form of match, the search term is required to have an exact match with the keyword phrase. This means that the keyword and ad combination must be in the exact same sequence for the ad to be shown. The exact match is the most specific of the three categories, yet it often yields results that are far more pertinent to the search. The exact match type may accommodate the use of a term in its plural form.

Keywords that are not positive

You have extra control over the consumer search queries that might set off your advertisements thanks to the use of negative keywords. When you have incorporated phrase and particularly wide match keywords to your advertising efforts, it is essential to make use of them.

Types of matches for keywords that are not negative:

Negative exact describes the situation in which advertisements do not appear in response to search searches that include the exact phrase or a close variant of it.

Negative term: Ads will not appear on search searches that include the whole phrase or versions that are somewhat similar to it.

Example:

T shirts are the broad match keyword.

Men and the negative term that best matches the keyword

Which sorts of keyword match should I make advantage of?

There are several different schools of thought on which sorts of keyword match to utilize and why. It all boils down to how comfortable you are with advertising and the kinds of things you want to do with it.

In manual targeting efforts that we do here at SAECOM, we almost always make use of all three sorts of matches in order to strategically maximize discoverability. We often go over the report on search terms to look for high-performing search phrases that could be included as keywords, as well as irrelevant search queries that could be banned with negative keywords. We recommend use all three sorts of match types in your ads so long as you have the time to dedicate to doing this one to two times each month.

Bidding tactics for beginners 

After you’ve established a campaign, the next step is to submit your bids for it. Because the degree of competition for ad space varies depending on the keyword or ASIN being used, there is no one method that can be used universally. Thankfully, Amazon will propose bid ranges for you. Amazon’s recommended bids are almost always a good idea since they guarantee that you will get impressions. 

Optimise regularly

Consistent optimization of your campaigns is the most effective approach to get maximum value from them. This is a position that requires a full-time commitment. Harvest keywords on a regular basis, label underperforming keywords as negative, find keywords with a good conversion rate, and change your prices accordingly.

If your campaigns are getting a fair amount of traffic, as measured by high impressions and clicks, but sales are still low, your listing likely needs to be optimized. You should optimize the aspects that raise the value of conversions, such as price and reviews, and then update your listings with outstanding photographs. There is not going to be a single vendor that launches day one with a flawless advertising effort. This is an iterative procedure that will need continuous attention and monitoring from start to finish.

Conclusion

Using sponsored advertisements on Amazon is one of the most effective strategies to increase your sales on an e-commerce platform. The online retail giant’s advertising business is thriving, and in 2019, Amazon captured 13% of the total income from search advertisements in the United States. Amazon’s Pay-Per-Click (PPC) advertising is becoming more attractive to a growing number of retailers.

The fact that the search phrase may be included into numerous combinations of campaigns and ad groups is one of the things that contributes to the excellent functionality of our Search phrase rules. This tool enables the addition of Search Terms and ASINs between the various product categories offered by Amazon Ads. For instance, we are able to transfer newly converted ASINs from a Sponsored Product auto campaign into a Sponsored Display product targeting campaign.

 

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