The operation process on Amazon involves manual advertising, which inevitably involves keyword matching and selection. Today, we will briefly explain the differences between broad match, phrase match, and exact match, in order to help sellers better utilize Amazon advertising to achieve their goals.
Example keyword: boys shoes
Broad Match: There is no specific order requirement for the keywords you enter, and other words can be inserted in the middle. It supports common spelling errors and matching of synonyms.
Advantages: It can give maximum exposure to keywords.
Disadvantages: Lack of accuracy may lead to a large number of invalid clicks and waste advertising budget.
For example, searching for the following keywords will display ads:
Boys shoes
Boys shoes
Boys shoes size 10
Waterproof boys shoes
Boys footwear
Shoes boys
Ads will not be displayed when searching for the following keywords:
Boys pants
Men's shoes
Boys
Shoes
Phrase Match: The keywords you enter have an exact order, and you can add other keywords before and after them, and they also support plural forms.
Note: You cannot reverse the order or insert other words in the middle of the keywords. However, you can add other words before and after the keywords (including singular and plural, ing, prepositions, etc.).
Advantages: More restrictive than broad match, the delivery will be more relevant.
Disadvantages: There will be fewer display opportunities, and some exposure and clicks will be lost.
For example, searching for the following keywords will display ads:
Boys shoes
Boys shoes
Boys shoes
Boys shoes 10
Ads will not be displayed when searching for the following keywords:
Shoes for boys
Shoes boys
Boys blue shoes
Boys
Shoes
Exact Match: The user's search term must match the keyword. Only singular and plural matching is supported.
Advantages: Advertisements are delivered accurately and the conversion rate will be higher.
Disadvantages: The number of ad impressions will decrease, and you may miss many search customers with real purchasing intentions.
For example, searching for the following keywords will display ads:
Boys shoes
Boys shoes
Boys shoes
Boy's shoe
Ads will not be displayed when searching for the following keywords:
Red boys shoes
Waterproof boys shoes
Shoes boys
Boys shoes 10
Boys
Shoes
Note: In the process of creating a product, the purpose of launching at different stages will be different. Sellers can choose the keyword matching method according to their own needs. For example, if the early goal is to increase product exposure, you can choose broad matching; in the later stage, in order to increase sales and conversions, you can choose precise matching.
Moreover, the specific matching method to be chosen is not fixed. Sellers should analyze and optimize based on their actual situation and background data. Only the matching method that suits them is the most suitable method.
