What are Keyword Match Types?
Keyword match types help determine the nature by which keywords will help display your Amazon Sponsored Product Listings based on the search terms customer are using. By selecting keyword match types, you’ll be determining whether your ad will cast a wide or narrow net and help limit the possibility of displaying your ads for customers who are not necessarily looking for what you’re selling. Keyword match types are also useful in keeping your ad spend low because you have greater control over how many search terms Amazon will match to each keyword.
The three keyword match types are:
Broad Match Type
The broad keyword match type offers a much wider reach, but the targeting will be less specific. You will reach a lot of people, but they will not all necessarily be customers you want to target. Broad match types help get your ads displayed a lot, which is always good. However, this match type may result in fewer sales than other keyword match types because they are less targeted. If you’re willing to forgo specific ad targeting in order to use fewer keywords to cast a wide net that covers a larger set of search terms. These kinds of campaigns rely on Amazon determining search term relevancy for your ads. Search terms your ads are displayed for might include synonyms and search terms can be in any order. As shown in the example below, when searching for the term ‘ball’ an ad was displayed for a set of jump ropes. This is a perfect example of how broad matching can sometimes display your ad for irrelevant searches.
Phrase Match Type
Phrase keyword match type, on the other hand, must include a phrase like “red rain coat” in that exact order to be displayed in search results. This helps to target customers who are using an exact phrase related to your product and helps customers find your products intentionally. This match type also helps your ad gain more relevant placements within search results. Using phrase match type will allow your ad to be displayed for search terms that include words before or after the phrase specified. For example, your ad would show for “red rain coat with flowers” or “polka dot red rain coat” but not “rain coat red” because the words in the phrase must be in the exact order you’ve specified.
Exact Match Type
The most restrictive keyword match type is exact. Customers’ search terms must match exactly to the keywords you’ve specified in order for your ad to be displayed. Even though this is the most restrictive keyword match type, it is also the most targeted. This means your ad will be targeting only those customers who are searching for precise terms to find products like yours. The only leniency Amazon gives on exact keyword match types is misspellings, plural form and singular form. For example, a customer enters “red rain coats” your ad would likely still show if your exact keyword was “red rain coat.” This option will provide the least amount of traffic but will only be displayed to customers looking for what you’re selling. This means you will be much more likely to get clicks and sales since they are looking for something very specific.
What Keyword Match Type Should I Use?
Keyword match types are important in helping your ads target customers who are looking for your products or learn what keywords are being used by customers who purchase your products. To help simplify this concept here is a cheat sheet with an example keyword and eligible and ineligible search terms based on the keyword match types.
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