Within Amazon’s advertising platform, different keyword match types dictate how closely a shopper’s search query must align with a seller’s chosen keywords for an advertisement to be displayed. Two common match types offer distinct targeting strategies: One allows for a wider net, triggering ads for searches that are related to the keyword, even if they include variations or synonyms. The other focuses on searches that contain the keyword phrase or a close variation of it, ensuring a tighter relevance between the search and the advertisement.
The selection of a specific match type significantly impacts advertising campaign performance. A broader approach can increase visibility and reach a larger audience, potentially uncovering unexpected search terms that convert. Conversely, a more precise approach aims to improve click-through rates and conversion rates by targeting shoppers who are actively searching for the specific products being advertised. Understanding the trade-offs between reach and relevance is essential for optimizing advertising spend and achieving desired marketing objectives.
