What is Exact Match? Exact Match Review

Advantages

It has the highest relevance to customer searches, can obtain the most targeted click-throughs, and has a higher conversion rate.

Disadvantages

Exact Match is the most restrictive match type and may result in fewer impressions for your ads and a narrower range of potential customers.

Exact match keywords

Utilize the Search Term Analysis Report in Sponsored Ads

1. Organize and create an advertising product catalog

The first step to discovering the best Amazon keywords for your products is to set up a general catalog campaign in Sponsored Products. This will include all of your products, whether you have two or a thousand SKUs. You can include all of your catalog in your ads so you can understand what terms your customers or potential customers are using in their searches to find your products.

The goal of Amazon keywords is to discover and bid on the keywords or search terms that customers use to find your products.

2. Get keywords

It is recommended that merchants run the search term analysis report after at least 7 days (of course, this also depends on the traffic the product receives). The main goal is to obtain enough data to select the most suitable keywords based on sufficient comparison. It is recommended to run the Search Term Analysis Report for at least 7 days. Once you have collected enough data, you can manually create keywords in your manual campaign.

3. Create Manual Campaigns

Once you have identified your top keywords (those with the highest clicks, orders, product sales), the next step is to create Manual Campaigns by adding SKUs and bidding for each keyword.

4. Bidding based on ACoS

Another metric that advertisers should pay close attention to is ACoS (Advertising Cost to Sales). Sellers should analyze which keywords have high clicks but low conversion rates, as these are also inefficient keywords. Clarify the cost required for sales goals and use the acceptable upper limit as a benchmark for decision making.

Three different matching methods

The difference between the three matching methods

The main differences between Amazon Ads phrase match, broad match, and exact match are as follows:

1. In terms of exposure:

Broad match can bring maximum exposure to the product. If all the ad keywords or their synonyms are included in the customer's search terms, it will be matched and activated. It can match spelling errors, singular and plural, similar keywords, and not pay attention to the order, etc.

The second is phrase matching . You need to add some words before and after the set keyword. The input order requirement in the search is: the order of the keywords in the composite ad group. Exact matching is the most restrictive matching type. It requires that the customer's search terms match all the ad keywords, or match words that are extremely similar to the ad keywords, so that the ad can be displayed and the search relevance can be maximized.

2. In terms of display

Broad matching is an effective method that not only allows for targeted delivery, but also reaches a wide audience. It can bring more potential user visits to customers, have the largest amount of impressions, bring a large number of clicks, and trigger more click consumption.

Phrase match includes more accurate targeting of potential customers, but does not get as many presentations as phrase match.

Since the customer searches for the most relevance, exact matching will reduce the number of creative demos and narrow the field of potential customers.

3. In terms of conversion rate

In terms of targeting, the click-through rate of broad match is not enough and is less accurate than that of broad match and phrase match. If your product is relatively unpopular and the audience is very small, you can use multiple matches to improve display and click volume.

Phrase matches are of better quality and have higher click-through rates.

Exact matches can get the most targeted click-throughs with the highest conversion rates.

References