New Types of Amazon Advertising Keywords

When creating ads on Amazon, there are two main types: automatic ads and manual ads. In manual ads, sellers need to choose bidding keywords, and for each selected keyword, a match type must be specified. Match types refer to how the keyword aligns with the user's search terms.

Amazon Advertising Keywords

1. Standard Types

  • Broad Match: If the customer's search term includes part of the keyword, the ad might be shown. The search term can include misspellings, synonyms, related searches, or variations.
  • Phrase Match: The search term must include the keyword phrase, but other words can appear before or after it.
  • Exact Match: The search term must exactly match the keyword phrase, without any changes in order or additions. For example, if the keyword is "Wet Bag," the customer's search term must be "Wet Bag."

2. Enhanced Types

Most sellers use the standard types to operate CPC (Cost Per Click) campaigns. However, in our continuous experimentation with new strategies, we have discovered a new type of keyword match, called "Broad+," which evolved from Google Ads.

  • What is “Broad+”? It is based on "Broad Match," but by adding a “+” in front of each word in the keyword, it becomes the new "Broad+" type. For example, the standard format for "Wet Dry Bag" in this type is “+Wet +Dry +Bag.”
  • What is the significance of “Broad+”? "Broad+" is more precise than "Broad Match" and broader than "Phrase Match." It falls between the two. For customer search terms, all words in the keyword must be included, but their order can vary. For example, for “+Wet +Dry +Bag,” possible customer search terms could be “Dry Bag Wet,” “Big Wet Dry Bag,” or “Wet Big Dry Bag.” In these cases, the ad is likely to be shown.

These are the four types of keywords

Although "Broad+" still falls within the "DFSN" (Discover, Funnel, Scale, Nurture) operating principles, its introduction breaks the time constraints of "DFSN," allowing sellers to optimize more quickly and control advertising costs. It can be considered a PLUS version of "DFSN," providing more flexibility in practical use.