What is Broadcast matc?
Broad match means "broad match", which can match spelling errors, singular and plural, similar keywords, reversed order, and spaced phrases, etc. As long as the user's search term contains the complete advertising keyword or its synonyms, it will be matched and the advertisement will be activated. For example, "belt" can be matched to "leather belt", "black belt for men", etc.; "leather belt" can be matched to "black leather belt for women", "mens belt black leather" (the order can be randomized). Even if a word is misspelled, it can still be recognized. For example, if you set "bslt", Amazon can still match it to "belt".
What are the advantages and disadvantages of Broad matc?
Broad matc advantages:
1. Get more clicks and conversions on your ads
Variations of broad match keywords receive one-third of clicks and conversions for all searches, so using broad match can help sellers get more relevant traffic, help target more potential customers, and increase brand awareness.
2. Reduce the time spent on creating keyword lists
No need to spend time and effort to find all possible keyword variations, the system will do it for you. 20% of the queries we receive every day are for content that hasn't appeared in at least 90 days, so this option can be a significant time saver. Since search behavior is difficult to predict, if you only use exact match keywords to create your keyword list, it is unlikely that you will cover all relevant queries.
3. Help evaluate the effectiveness of keywords and matching types
Choose broad match to match many brand, competitive and category search terms to bring a certain amount of exposure. Then, review your campaign performance reports or Sponsored Products bulk files to understand which keywords and customer searches are performing best, and you can then change your bids or create a more concise set of keywords to optimize your campaigns.
Broad matc disadvantages:
Click-through visits are not targeted enough, and their conversion rates are not as good as exact matches and phrase matches.
This is the end of the introduction to Broad Match in this issue. If you want to get more information about Broad Match, please continue to pay attention~
