In-depth analysis of Amazon advertising types and keyword matching strategies

On the Amazon platform, advertising is an important tool used by sellers to promote products. Sellers can choose from a variety of advertising types and forms based on their own marketing needs and target audiences to increase product exposure and sales opportunities. The following is a detailed analysis of Amazon ad types and keyword matching strategies.

1. Amazon Advertising Types

Amazon provides a variety of advertising options to meet different levels of market needs, including:

1.1 Sponsored Products

Sponsored Products is the most effective type of Amazon advertising, allowing sellers to promote a single product listing as a native ad, typically billed on a per-click (CPC) basis, with the word “Sponsored” marked on the product name .

1.2 Sponsored Brands

Sponsored Brand Ads increase your brand’s exposure with customized titles, videos, and images. These ads typically appear above, within, and next to search results, making it easier for shoppers to discover brands and products.

1.3 Sponsored Display

This is a programmatic display advertisement of Amazon PPC marketing. Sellers can better control the advertising, mainly focusing on the display of a single product to achieve cross-promotion effects.

1.4 Video Advertising

Amazon Video Ads can run on Amazon stores and other platforms, providing the opportunity to dynamically display brand information and attract users’ attention.

1.5 Headline Search Ads

These ads appear at the top of Amazon search results pages and are suitable for targeting a variety of products. Sellers need to become professional sellers and have registered brands before they can post such advertisements.

1.6 Audio Advertisement

Amazon Audio Ads are displayed on Alexa-enabled devices and other third-party web pages to help brands capture the listener’s interest at a specific moment.

2. Keyword matching strategy

In manual ad settings, sellers need to select bidding keywords and specify match types. Keyword matching types are mainly divided into the following types:

2.1 General match types

• Broad match: Parts of a customer’s search terms that contain keywords, even misspellings or synonyms, can trigger ad display.
• Phase match: The search term needs to contain the keyword phrase, but other words can be added before or after the phrase.
• Exact match: The search term must exactly match the keyword phrase, and the order and quantity cannot be changed.

2.2 Upgrade Type

In addition to regular matching, sellers can also use the “broad +” matching type, which is a new strategy evolved from Google Ads. It is characterized by adding “+” before the keyword to improve accuracy. For example, the keyword “+Wet+Dry+Bag” can make related search terms such as “Dry Bag Wet” likely to trigger ad display.

Sellers should use these advertising types and keyword matching strategies, combined with their own market positioning, to formulate flexible promotion plans to effectively enhance product exposure and sales capabilities.