Posted by Amanda Stein on 2023-07-05 | 2 minute read
Use the exact match keyword type for specific and most relevant keywords to reach the most relevant shoppers.
Tips for effective Amazon sellers
- Use exact match keywords for your most relevant products.
- Target a smaller, more specific group of shoppers with your ads.
- Use phrase match and exact match keywords to reach the most relevant shoppers.
- Reserve your exact match keyword type for the most relevant keywords to your product.
- Make sure your keywords are as specific as possible, for instance, 'large Gryffindor Harry Potter mug' instead of just 'Harry Potter mug'.
- Consider the size and other specific attributes of your product when choosing keywords.
Amazon Ads' Exact vs. Phrase Match
Amazon Search Exact Match
Amazon Search Exact Match is a keyword exact match type in Amazon PPC (pay-per-click) Sponsored Product Ads. These ads use keywords to match ads with relevant customer search terms and product pages across Amazon. The other Amazon keyword match types are phrase match keywords and broad match.
Exact match keywords on Amazon ensure that only search queries that match your keyword word-for-word will display your ad. Close variations and plural forms of your keyword list will also be included, however.
Example of an Amazon exact keyword:
Let’s say your keyword is “Harry Potter mug.”
If you select “exact match” on Amazon - your ad will appear only on searches for “Harry Potter mug,” or “Harry Potter mugs.”
Your ad wont be displayed for any other variations of the keyword. Not even for searches like “red Harry Potter mug,” “Harry Potter movie mug,” and so on.
The Amazon Keyword Match Types
Exact match is the most restrictive of the three keyword match types. This means you will reach a smaller group of shoppers with your targeted ad. However, when comparing Amazon keyword phrase match vs exact match, you are more likely to reach the most relevant shoppers.
This keyword match type should be reserved for keywords that are the most relevant to your product.
For instance, lets say you’re advertising a large Gryffindor Harry Potter mug.
You may have bid on the specific keyword “large Gryffindor Harry Potter mug.”
Because this keyword is so specific, it is worth using the exact match setting for this keyword.
This way, all of the shoppers who are looking for your exact product can see your ad in their search results.
When deciding between Amazon advertising campaigns phrase vs. exact matching, think about how specific you want the keyword to be. If you choose to be more restrictive, would you be unintentionally excluding potentially interested audiences?
Why Choose Exact Match?
You can choose this keyword match type when adding keywords manually by selecting it in the phrase match type drop-down menu. Once the campaign has been made, you will be unable to adjust the match types you have selected.
Frequently Asked Questions & Answers
- What does 'exact match keywords' on Amazon mean?
- Does the 'exact match' feature on Amazon include variations of the keyword?
- Can you provide an example of an 'exact match' keyword on Amazon?
- Will my ad be displayed for any other variations of the keyword besides the exact match and its plural form?
- Does the 'exact match' feature on Amazon include synonyms of the keyword?
- How can 'exact match' keywords aid in promoting my Amazon PPC strategy?
- Can 'exact match' keywords help in reducing irrelevant clicks on my ads?
- Does Amazon's 'exact match' feature include misspellings of the keyword?
- What happens if I don't select 'exact match' for my keyword on Amazon?
- Is it advisable to always use 'exact match' for my keywords on Amazon?
- The information provided does not specify other keyword match types on Amazon.
- Yes, 'exact match' considers the exact order of the words in the keyword.
- Yes, by targeting a more specific audience, 'exact match' keywords can potentially improve the conversion rate of your ads.
- The 'exact match' feature might potentially reduce your cost-per-click as it could decrease the number of irrelevant clicks on your ads.
- Yes, the 'exact match' feature considers both the singular and plural forms of your keyword.
- The information provided does not specify how Amazon defines 'close variations' for the 'exact match' feature.
- The information provided does not specify whether multiple 'exact match' keywords can be used for a single ad.
- No, with 'exact match', your ad will only be displayed if the search query matches the exact order of your keyword, so "Mug Harry Potter" would not trigger your ad.
- Yes, by using 'exact match', your ads will be more relevant to the specific search queries matching your chosen keyword.
Answer: 'Exact match keywords' on Amazon ensures that your ad will only be displayed when a customer's search query matches your selected keyword exactly.
Answer: Yes, the 'exact match' feature includes close variations and plural forms of your keyword.
Answer: Sure, for instance, if your keyword is "Harry Potter mug", and if you select 'exact match' on Amazon, your ad will appear only on searches for "Harry Potter mug," or "Harry Potter mugs."
Answer: No, your ad will not be displayed for any other variations of the keyword. For example, your ad won't be displayed for searches like "red Harry Potter mug," or "Harry Potter movie mug."
Answer: No, the 'exact match' feature on Amazon does not include synonyms. It only includes the exact keyword and its plural form.
Answer: 'Exact match' keywords can help in better targeting your audience as your ad will only be displayed to those customers who are specifically searching for your keyword.
Answer: Yes, since your ad will only be displayed for exact keyword matches, it can help in reducing irrelevant clicks from users who are not interested in your product.
Answer: No, the 'exact match' feature on Amazon does not include misspellings. It only includes the exact keyword and its close variations or plural forms.
Answer: If you don't select 'exact match', your ad may appear for a wider range of search queries, which may include variations, synonyms, and related searches of your keyword.
Answer: It depends on your advertising strategy. If you want to target a specific audience, then 'exact match' can be beneficial. However, if you want to reach a wider audience, then you might want to consider other match types.
Answer: What are the other keyword match types on Amazon besides 'exact match'?
Answer: Does the 'exact match' feature on Amazon consider the order of the words in the keyword?
Answer: Can 'exact match' keywords help in improving the conversion rate of my ads?
Answer: Will 'exact match' keywords affect the cost-per-click of my ads?
Answer: Does the 'exact match' feature on Amazon take into account the singular or plural form of the keyword?
Answer: How are 'close variations' of a keyword defined in the 'exact match' feature on Amazon?
Answer: Can I use multiple 'exact match' keywords for a single ad?
Answer: If my keyword is “Harry Potter mug,” will my ad be displayed for a search for "Mug Harry Potter" using the 'exact match' feature?
Answer: Can the 'exact match' feature help in increasing the relevance of my ads to the search queries on Amazon?
Answer: How can I select the 'exact match' feature for my keywords on Amazon?