Amazon PPC Marketing allows you to target shoppers based on the keywords they type in the search boxes. While setting up a campaign on Amazon, you need to enter the list of keywords you plan to target. After you provide your list of keywords, Amazon’s algorithm selects them to target people. Amazon allows two ways to select keywords.
Automatic Targeting: In Automatic targeting, Amazon makes the keyword lists and sets relevant to your product and its category on its own with its algorithms. In this targeting, Amazon’s whole database of keywords is used to get the right set of keywords for your product or brand.
Keywords when selected through Automatic targeting are then matched with terms being searched on Amazon search pages. The matching is done by an algorithm that incorporates four approaches to perform this task.
You can choose any of these matching techniques while framing your campaign. These approaches are:
- Close Match: Close match lets you match the keywords as it is. It only ignores the case of letters. It excludes misspellings and variations. For example, “honey” will be matched to “honey” or “HONEY” but not to “honye” which could be a typo.
- Loose Match: Loose match lets you incorporate typing errors by the shoppers. This increases the shopping experience but could crossfire sometimes.
- Substitutes: The Substitute option matches keywords for your product substitutes as well. Like for a search of “chair”, “stool” would be considered as well.
- Compliments: Compliments views your ads to product searches of your product’s complementing products as well. Like when shoppers search for “mobile phones” ads for “charges” would appear.
Manual Targeting: If you choose to target specific keywords or products and wish to select them yourself, you can go with the manual targeting method. Here you can enter as many keywords one by one per line into your campaign manager. Alternatively, you can select products whose keywords you wish to target for a more strategic bidding.
Keywords when selected manually have three options for matching:
- Broad Match: Broad match keywords allow Amazon to display your ad to shoppers on a broad basis. This means that your keywords will be matched to search terms that match your keyword and are also related to your keyword. This could include synonyms, misspellings, and variations of your keyword.
- Phrase Match: Phrase match allows you to narrow your target search terms to specific phrases. It allows you to control word order. It eliminates search terms that insert words between the words in your phrase but allows you to target search terms that include words before or after your keyword phrase. This means it will still target variations of your phrase such as misspellings, singulars, and plurals, stemming, acronyms, and abbreviations.
- Exact Match: By using an exact match, you can narrow down the field of customers to those searching exclusively for your keyword(s). They will add words before or after your keywords and use a synonym, unlike phrase match. Exact matches will certainly lower the number of individuals who see your ad, but those who see your ad are much more likely to lead to a conversion.
Products when selected manually are either chosen categorically or individually.
- Category: When you target an entire category of products.
- Individual: When you target specific products alone.
Sometimes you just need your product not to rank for a particular set of keywords, here you can use Negative targeting. Negative targets are used by sellers to exclude unwanted search terms from their ad campaigns. This can help you control your Amazon PPC costs and optimize it for higher returns.