When it comes to Amazon advertising, keyword targeting is one of the most critical factors in driving success. Whether you’re running Sponsored Products, Sponsored Brands, or Sponsored Display campaigns, understanding how to leverage keyword match types can significantly affect your campaign’s performance, cost-efficiency, and overall sales.
In this in-depth guide, we’ll explore the various types of keywords you can use in your Amazon Ads campaigns. From Broad Match to Exact Match, Negative Keywords to Related Keywords, we’ll break down the functionality, benefits, drawbacks, and best practices for each. By mastering these match types, you can refine your targeting, reduce wasted ad spend, and boost your ad performance.
1. Broad Match
Broad Match is the most flexible and expansive keyword match type available on Amazon Ads. When you select a broad match keyword, your ad will be eligible to appear for search queries that contain your keyword, as well as variations such as synonyms, plurals, misspellings, and related terms.
How it Works:
With Broad Match, your keyword is the primary term that Amazon will use to trigger your ad, but the system allows for a lot of flexibility in interpreting that term. This means that if someone searches for a similar or related term to your keyword, your ad might still be shown.
Example:
Let’s say you target the broad match keyword “blue running shoes.” Your ad could appear for search queries like:
- “blue sneakers”
- “athletic shoes”
- “running sneakers”
- “best running shoes”
- “sport shoes”
- “blue shoes for running”
Benefits:
- Wide Reach: Broad match gives your ads the potential to show for a large number of search queries, maximizing your exposure.
- Keyword Discovery: It can help you identify new and relevant keywords that you might not have thought of, expanding your campaign’s effectiveness.
- Good for Initial Campaigns: If you’re just starting out and want to quickly gather data, broad match is a great way to get your ads seen by a wider audience.
Drawbacks:
- Lower Precision: Since it triggers ads for a wide range of terms, you might end up paying for clicks on irrelevant searches that don’t convert.
- Higher Costs: With increased reach comes the potential for wasted ad spend if the right audience isn’t reached.
Best Practices:
- Start with broad match when you are testing keywords and gathering insights.
- Use broad match with a well-defined product offering to prevent showing ads for unrelated terms.
- Monitor the performance regularly and exclude irrelevant terms using negative keywords.
2. Phrase Match
Phrase Match is more targeted than broad match but still allows for some level of flexibility. With phrase match, your ad will only show for search queries that include your exact keyword phrase, along with any additional words before or after it.
How it Works:
For a keyword to match, the exact phrase you’ve selected must appear in the search term, but the search can include additional words before or after the phrase.
Example:
If you target “blue running shoes” as a phrase match keyword, your ad could appear for:
- “buy blue running shoes”
- “best blue running shoes for women”
- “blue running shoes for men”
- “cheap blue running shoes sale”
However, your ad will not show for:
- “blue sneakers”
- “running shoes blue”
Benefits:
- Better Control: While still allowing some flexibility, phrase match provides more control than broad match, ensuring your ads appear for relevant queries.
- Higher Relevance: Since the search query must contain your exact phrase, the chances of a user being interested in your product are higher.
- Effective for Specific Products: If your product is niche or has specific features, phrase match is useful for maintaining relevance while broadening the scope.
Drawbacks:
- Limited Reach: While it improves targeting compared to broad match, it still doesn’t guarantee the highest level of precision (as seen with exact match).
- Potential for Overlap: Sometimes phrase match keywords may overlap with related search terms that could cause your ads to be shown in slightly less relevant contexts.
Best Practices:
- Use phrase match to capture users who are searching for specific product attributes or features.
- Monitor performance closely to ensure you’re capturing relevant traffic and not showing for unwanted terms.
3. Exact Match
Exact Match is the most restrictive and precise keyword match type. When you use exact match, your ad will only be eligible to appear for search queries that exactly match your selected keyword or very close variations, such as plurals or misspellings.
How it Works:
Your ad will only show for search queries that precisely match the keyword you’ve selected or any slight variations, such as singular/plural forms or simple spelling mistakes.
Example:
If you target “blue running shoes” as an exact match keyword, your ad will show for:
- “blue running shoes”
- “blue running shoe” (singular variation)
- “blue running shoes for men” (minor variation)
Your ad will not show for:
- “buy blue running shoes”
- “best blue sneakers”
Benefits:
- Highly Targeted: Exact match ensures that your ad is shown only to users who are searching for your exact product, increasing the likelihood of a conversion.
- Efficient Spending: You’re only paying for highly relevant clicks, leading to a higher return on investment (ROI).
- Better Conversion Rate: Since the search term matches exactly with the user’s intent, you’re likely to see higher conversion rates.
Drawbacks:
- Limited Reach: You miss out on potential customers who might use a slightly different search term but still have relevant intent.
- Risk of Missing Opportunities: If your exact match keyword isn’t comprehensive enough, you might overlook new or related opportunities.
Best Practices:
- Use exact match for keywords that have a clear, high-conversion potential or for product-specific terms.
- Leverage negative keywords to further refine the exact match targeting.
4. Negative Keywords
Negative Keywords are critical for refining your ad targeting and avoiding irrelevant traffic. These keywords prevent your ads from showing for specific search terms that you don’t want to target.
How it Works:
By adding negative keywords to your campaign, you tell Amazon not to show your ads for certain terms. This helps filter out searches that are unlikely to result in conversions, saving you money.
Example:
If you sell premium blue running shoes, you might want to exclude terms like “cheap” or “discount,” as they may attract users who are looking for lower-priced products.
- Negative Keywords Example: “cheap,” “free,” “discount,” “low-cost”
Benefits:
- Cost Savings: By filtering out irrelevant searches, you reduce wasted spend.
- Improved CTR: With more relevant traffic, your click-through rate (CTR) improves, leading to better ad performance and a higher Quality Score.
- Better Relevance: Negative keywords help keep your campaign highly relevant, attracting users who are more likely to convert.
Drawbacks:
- Risk of Over-Excluding: If you add too many negative keywords, you might accidentally restrict your reach and exclude potential customers.
Best Practices:
- Use negative keywords to filter out searches that are irrelevant to your product.
- Start by excluding terms related to price sensitivity if you sell premium products.
- Regularly review the search term report to identify potential negative keywords.
5. Related Keywords
Related Keywords are not direct matches to your selected keywords but are terms that are related or relevant to your products. These terms help you cast a wider net by capturing additional potential customers who are interested in products similar to yours.
How it Works:
Related keywords are broader terms that Amazon recognizes as being associated with your products. These keywords may include alternative terms or concepts related to your offering.
Example:
If you sell running shoes, related keywords could include:
- “fitness shoes”
- “athletic footwear”
- “sports sneakers”
- “jogging shoes”
While these keywords are not exact matches to your product, they help target users who might be interested in what you offer.
Benefits:
- Increased Visibility: Expands your reach to a broader audience.
- Relevance to Similar Audiences: Related keywords help attract users who may be looking for something similar to your product.
- Better for Category-Based Campaigns: Ideal when you want to target a category or broader market.
Drawbacks:
- Less Precision: Since these are not exact matches, the traffic they generate may be less targeted.
- Lower Conversion Rates: While you broaden your audience, you may see a drop in conversion rates due to the wider scope.
Best Practices:
- Use related keywords to capture traffic from users exploring products in the same category.
- Combine with more specific match types (e.g., Exact or Phrase Match) to ensure your ads stay relevant while expanding reach.
Choosing the right keyword match types for your Amazon Ads campaigns is essential for ensuring that your ads are reaching the right audience and generating the best results. Broad Match, Phrase Match, Exact Match, Negative Keywords, and Related Keywords each play an important role in refining your targeting strategy. By strategically using these match types, you can improve your campaign’s relevance, increase your ROI, and reduce wasted spend.
At AYS QUEST, we specialize in optimizing Amazon Ads campaigns for maximum performance. Our team can help you navigate the complex world of keyword targeting, providing tailored strategies that deliver results. If you want to increase your Amazon sales and improve your ad performance, reach out to us today!
