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Keyword Match Types

Amazon Basics / April 30, 2018

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.

Sellozo employs knowledgeable Amazon PPC Ad Experts who have years of experience as Amazon sellers. If you need help with keywords or any other aspect of your Amazon selling business, they’d be happy to chat with you! Set up an appointment time.

More Helpful Articles:

What is Keyword Collision?

Amazon Keyword Sourcing

What are Amazon Broad match keywords?

Broad matches offer ads broad traffic exposure. A shopper’s search term will match if it contains all the keyword terms or close variants such as plural forms in any order.

What are Amazon Phrase match keywords?

Phrase matches keywords must contain the exact phrase or sequence of words or their variations but not necessarily in the same order. It is more restrictive than broad match, targets more specific audiences, and will generally result in more relevant placements for an ad.

What is an Amazon Exact match keyword?

Exact matches keywords, the shopper’s search term must match exactly the keyword in order for the ad to show, or close variations of the exact term. Exact match is the most restrictive match type but can be more relevant to a shopper’s search.

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