What is Broad Match? Broad Match Review

Broad Match Applicability

When a product is unpopular and has a small audience, you can use broad matching to increase impressions and clicks.

Broad Match Advantages

1. Get more clicks and conversions on your ads

Variations of broad match keywords receive one-third of clicks and conversions for all searches, so using broad match can help sellers get more relevant traffic, help target more potential customers, and increase brand awareness.

2. Reduce the time spent on creating keyword lists

Instead of wasting time and effort to find all possible keyword variations, the system will do this for you. 20% of the queries received every day are content that has not appeared in at least 90 days, so this option can save you a lot of time. Since search behavior is unpredictable, if sellers only use exact match keywords to create keyword lists, it is unlikely to cover all relevant queries.

3. Help evaluate the effectiveness of keywords and matching types

Choose broad match to match a wide range of brand, competitive, and category search terms to bring in a certain amount of exposure. Then, check campaign performance reports or product promotion bulk files to see which keywords and customer search terms are performing best, and then you can change your bids or create a more concise set of keywords to optimize your campaigns.

Broad Match Disadvantages

Click-through visits are not targeted enough, and their conversion rates are not as good as exact matches and phrase matches.

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

• 1. The difference between Amazon advertising phrase match, broad match and exact match: Lianlian [reference date 2020-03-30T16:00:00.000Z]