Detailed explanation of Amazon keyword matching strategies: broad matching, phrase matching and precise matching
Broad Match
Definition
Broad match is a looser match type that includes matches for misspelled words, synonyms, related searches, and related variations. This match type can result in higher exposure for your ad. A match is considered if the buyer’s search query contains all keywords or their synonyms, and may contain keywords or their synonyms in any order. Broad match also includes misspelled keywords, related searches, and other variations that are close to the keyword.
Function
Broad matching is mainly used to attract traffic and test data. When a large amount of traffic comes in, several outgoing words will be generated, and the test data is to filter out these outgoing words from this traffic. Broad match keywords will appear under certain conditions. For example, when a buyer searches for “Boy Shoes Size 10,” the ad may still appear even if the seller only sets the keyword “Boy Shoes.” However, if a buyer only searches for “Boy” or “Shoes,” the ad won’t appear.
Phrase Match
Definition
Phase match means that the buyer’s search query must contain the exact phrase or word order match, that is, the phrase and its close variations. Phrase match is more restrictive than broad match and often displays your ads in more relevant positions. Phrase matching includes one-to-one matching, misspellings, synonyms, plurals, participles, and approximate variations.
Function
The purpose of phrase matching is to improve the relevance of your ads and increase conversion rates. Take “Boy Shoes” as an example. If the seller sets up phrase matching, the seller’s ads will still be displayed when buyers add other words before or after “Boy Shoes” to search. However, if the buyer changes the word order or inserts additional words in between, the ad may not show. Phrase matching matches around a core word root. Compared with broad matching, the traffic is more accurate.
Exact Match
Definition
Exact match is the strictest match type, requiring that the buyer’s search query must exactly match the word order of the keyword and also include variations that are close to the exact keyword. For example, your ad will appear when a customer searches for “Boy Shoes” or a close variation thereof.
Function
Exact match is used to capture the most relevant traffic, thereby increasing conversion rates. For example, if you set “Boy Shoes” to exact match, your ad will only show when someone searches for “Boy Shoes” or a close variation of it. Exact matching usually extracts keywords with high conversion rates from broad matching and phrase matching for placement. In addition, when you need to quickly improve keyword rankings, precise matching can also be used.
Output advertising strategy
The output advertising strategy is a step-by-step process. First, start automatic ad testing to test listings and keywords and obtain more display opportunities; then conduct broad matching testing to screen out keywords with high conversion rates; and then Promote these keywords to phrase matching; finally, place the long-tail keywords with excellent performance under precise matching to serve ads.
Through the comprehensive use of the above three matching types, sellers can flexibly adjust their advertising strategies according to their own product characteristics and market feedback to achieve the best promotion effect.