What is Broad Match? Broad Match Review, Features

Broad match is a keyword matching type for manual advertising on Amazon. It can match misspellings, singular and plural, similar keywords, reversed order, and spaced phrases, etc. As long as the user's search term contains the complete ad keyword or its synonyms, it will be matched and the ad will be activated.

For example, "belt" can be matched to "leather belt", "black belt for men", etc.; "leather belt" can be matched to "black leather belt for women", "mens belt black leather" (the order can be randomized). Even if a word is misspelled, it can still be recognized. For example, if you set it to "bslt", Amazon can also match it to "belt".

Applicable situations

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

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.

Disadvantages

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