Скачать или смотреть Keyword Match Types | Advertising on Amazon: Episode 3 | Merkle

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Want to reach the most relevant customers with your products on Amazon? Danielle takes you through an example to show how exact match, broad match, negatives, and phrase match keywords can all help get your products in front of the right buyers on Amazon.

Welcome back! I’m Danielle from Merkle and today’s video is all about keyword match types on Amazon Search.

The best way to explain match types is through this example: Let’s say you’re selling yellow women’s tshirts and you want to reach as many relevant shoppers as possible through your Sponsored Products campaigns.

As you build out keywords, you’re thinking about how you’ll reach those customers. You definitely want to show an ad when someone searches for exactly what you have – yellow women’s tshirts.
For that you’ll want an exact match keyword. Exact match is king – it gives you the most control and typically has lower CPCs and better conversion rates.

Valuable customers might search in other ways. This is where broad or phrase match come in.

They capture a wider variety of searches that are still relevant to your products. Careful though – these match types tend to have higher CPCs and might not convert as well.

Building keywords across match types isn’t a set-it-and-forget-it type thing. As your broad or phrase match campaigns gets clicks, check out your top-performing queries and add them in as exact match keywords.

Oh, and negatives! Those are important keywords too.

Want to talk to us more about Amazon Search? Email us at [email protected]. Make sure you’re registered to get notified of each new video in the series. Next time we’ll be sharing some can’t-miss tips about bidding!


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