How to Master Amazon’s Broad Match Keyword Tool
A Comprehensive Guide for Amazon Sellers
Posted by lonesomelabs_admin | 2 minute read
In short,
Choosing the right keyword match type (phrase, exact, or broad) in your Amazon PPC campaign, based on your marketing objectives and target audience, is critical to your success.
Editor's Foreword
The world of Amazon PPC campaign management is a fascinating labyrinth, a complex universe where the right keyword can make or break a product's success. It reminds me of my days as a fledgling entrepreneur, when every decision was a calculated risk.
Whether you're using phrase match, exact match or broad match depends largely on your end goal. Just like how I would strategically invest in a company, you must strategically invest in your keywords. If you're targeting a focused group, exact match is your best friend. But if you're casting a wider net, broad match is the way to go.
Now, think back to the countless times you've searched for a product online. Every keyword you type is a potential gold mine for sellers. It's like a treasure hunt, where the treasure is understanding what products a customer may be interested in.
So dive in.
An example of broad match in action is the following: imagine you’re aiming for the keyword, “outdoor swing set.” The broad match setting will display your ad for search terms that match this keyword or any search terms that are related to this keyword. Terms may contain synonyms, misspellings, and linguistic variations.
In this case, the searches “swing set,” “indoor swing set,” “swings,” “rope swing,” and so on might all bring up your ad. Even search terms like “outdoor playground” or “kids play area” might be included too.
Understanding Broad Match Keywords on Amazon
You can choose this keyword match type when adding keywords manually by selecting it in the match type drop down menu. Once the campaign has been made, you will be unable to adjust the match types you have selected.
How to Use Amazon Broad Keywords
The broad match keyword type is one of the ways you can fine-tune your ad performance on Amazon. This option is designed to make your ad visible to a large number of shoppers. Choosing the match type “exact match” will show your ad to a more select, targeted group.
Broad match is a suitable option if you aren’t trying to target your ad to a specific group and you want to reach as many shoppers as possible. However, the broad match setting can become more costly. Because you are casting a wider net and displaying your ad to a larger group of shoppers, you may end up with more people clicking the ad but choosing not to buy the product.
Why Use Amazon Broad Match Keywords?
Whether you use phrase match, exact match, or broad match will depend on your Amazon PPC campaign structure and your overall marketing goals. For more focused targeting, exact match may be necessary, while broad match is more suitable for advertising your products to a larger, less focused audience.
Search for potential keywords you are considering to see what types of products show up with a specific search. This will help you develop a better understanding of what products a customer may be interested in.
Want to learn more? Check out Bid Recommendations by RevenueWize
Frequently Asked Questions
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The choice between phrase match, exact match, or broad match will depend on your Amazon PPC campaign structure and your overall marketing goals.
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The advantage of using exact match is that it allows for more focused targeting. This is particularly useful when you want to reach a specific and precise audience.
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Broad match is more suitable when you want to advertise your products to a larger, less focused audience. It's useful when you aim for wider visibility, rather than precision.
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Searching for potential keywords can help you understand what types of products show up with a specific search. This gives you a better idea of what products a customer may be interested in, helping you target your advertising more effectively.
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Phrase match allows you to target customers who use your chosen keyword phrases in their searches. This helps in targeting an audience that is somewhat specific, but not as narrow as with exact match.
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Amazon PPC (Pay-Per-Click) is an advertising system in which advertisers pay a fee each time one of their ads is clicked on Amazon.
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Aligning your keyword match type with your marketing goals ensures that your ads reach the right audience. This can improve the effectiveness of your ads and potentially increase your return on investment.
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Exact match targets a very specific audience based on precise keyword matches, while broad match targets a larger, less focused audience based on loose keyword matches.
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Your choice of keyword match type should be based on your campaign structure and overall marketing goals. It also helps to research potential keywords and understand what products show up for specific searches.
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Keywords in Amazon PPC campaigns are used to target your ads to potential customers. The type of keyword match you choose determines how precisely your ads will match customer searches.
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A broader targeting strategy, such as using broad match, can increase the visibility of your ads to a larger audience. This can potentially lead to more clicks and higher sales, even though it's less target-specific.
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Precise targeting, such as using exact match, can improve the effectiveness of your campaign by ensuring your ads are shown to the most relevant audience. This can potentially lead to higher click-through rates and more conversions.
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If the keyword match type is not aligned with your marketing goals, your ads may not reach the intended audience. This could result in lower click-through rates and conversions, and potentially decrease the effectiveness of your campaign.
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Understanding what products show up for specific searches can give you insights into customer interests, helping you to target your ads more effectively.
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Amazon PPC works on a pay-per-click model where advertisers pay a fee each time their ad is clicked. The ads are targeted based on keywords chosen by the advertiser.
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Yes, you can use all three match types in a single Amazon PPC campaign. The choice of which to use will depend on your specific campaign structure and marketing goals.
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You can improve your Amazon PPC campaign by choosing the appropriate keyword match type for your marketing goals, researching potential keywords, and understanding what products show up for specific searches.
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