Скачать или смотреть Amazon Ads Broad Match Modifier Match Type Explained

Amazon Ads Broad Match Modifier Match Type Explained - The broad match modifier (BMM) is a keyword match type available in Amazon advertising campaigns that offers more precision than standard broad match. It allows advertisers to designate specific words within their keyword phrase that must be present in a customer's search query for the ad to be eligible to show.

How Broad Match Modifiers Work
To use a broad match modifier, you add a plus symbol (+) directly before the word(s) in your keyword phrase that you require to be in the search query. For example, if your keyword is +kids +shoes, your ad would only be eligible to appear for searches that contain both "kids" and "shoes," regardless of the order or other words present. Searches like "running shoes for kids," "kids waterproof shoes," or "shoes kids sale" could trigger the ad, but searches like "toddler sneakers" or "running shoes" would not, because they lack one or both of the required terms.

Comparison with Other Match Types

Broad Match: Standard broad match gives Amazon the most flexibility, allowing ads to show for synonyms, related terms, and variations of the keyword, potentially leading to less relevant traffic. BMM provides more control by ensuring essential words are included.
Phrase Match: Phrase match requires the keyword phrase to appear in the search query in the exact order, although other words can appear before or after the phrase. BMM is less restrictive on word order; the required words just need to be present somewhere in the query.
Exact Match: This is the most restrictive type, requiring the search query to match the keyword exactly, with only minor exceptions like plurals. BMM is less restrictive and can capture variations in phrasing and word order that exact match would miss, potentially attracting more search volume for the core concept.

Benefits of Using Broad Match Modifiers

Improved Relevance: Ensures that core components of your keyword are present in the search, leading to more relevant matches compared to standard broad match.
Keyword Discovery: Helps uncover relevant long-tail search terms and variations you might not have thought of, similar to broad match but with more control.
Balanced Control: Offers a middle ground between the wide reach of broad match and the restrictiveness of phrase or exact match.
Increased Impressions: Can help overcome low impression volume sometimes associated with overly restrictive exact match campaigns by capturing a wider range of relevant queries.

Considerations
While BMM reduces irrelevant matches compared to standard broad match, you may still generate some unwanted searches. It's important to monitor performance and use negative keywords to exclude irrelevant terms.

Availability
Broad match modifiers can be used in both Sponsored Products and Sponsored Brands manual campaigns. When setting up keywords with modifiers, you select "Broad" as the match type in the campaign interface; the "+" symbols dictate the modifier behavior.

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