Amazon Exact Keyword. Is “exact matching” my best option?

If a merchant would like to advertise a headline search or a sponsored product on Amazon in order to increase their sales, then these campaigns are based on keywords. The merchant tries to store/ deposit for their campaign as many relevant keywords as possible, through which they hope that the costumers would click on their ads after they’d had typed a corresponding keyword in the search field of the Amazon website. In this case, the keywords themselves aren’t the only important thing, because the appropriate matching type is just as important. Here are “Broad”, “Phrase” and “Exact” matching types available. While it is okay (or acceptable) for the costumer to type in, besides the deposited keyword in the campaign additional keywords before and after (Phrase) or in-between (Broad), with broad and phrase matching types in order for the ad to be displayed, with the Amazon exact keyword matching type can the advertisement only be displayed when the keyword used by the costumer in the search field and the one deposited in the campaign perfectly match. In other words, the keyword deposited in the campaign and the one that the customer is using in the search field must in this case literally be the same.

Example of the Amazon exact keyword matching:

Let’s say that a merchant makes a sponsored product ad through the Amazon Advertising with the keyword “Guitar strings”. Assuming that a costumer would like to buy on Amazon and that they’re interested in new strings for their acoustic guitar, they can type in the following keywords:

  1. A) Acoustic guitar strings
  2. B) Guitar strings
  3. C) Guitar strings acoustic guitar

Because the merchant has deposited the keyword with the matching type “exact match” will his advertisement only be displayed in the case of search term B (guitar strings). An exact concordance between the search term of the costumer and the stored/ deposited keyword can only be noticed here.

If the merchant wants their advertisement to be displayed with the keywords A and C too, they’ll have to select a different matching type. They get the most matches when choosing “Broad”, because that’s when their ad would be displayed in all three cases. If they choose “Phrase” as a matching type, their advertisement would be displayed for B and C. However, one should always take into consideration that the broader the matching type is, the harder to control and less evaluable the advertisement would be.