Stop Relying Only on Exact Match in Your Amazon PPC Campaigns

So the common belief is that exact match gives you the absolute control. It gives you the best a cost and gives you the most control. All of that is true. But that's not everything that we need in an advertising account. Far from that. Yes, exact match gives us predictability. It gives us control. It gives us absolute precision on where we're bidding. Except in sponsored brands. You can go crazy with sponsored brands. A few months ago, it started to go absolutely nuts. But that's another topic. But it limits discovery and new demand and very expansion which you can only get with phrase and broad. Now I know what some of you guys will think. Well, broad is going to give me so many different clicks and that I'm going to be wasting a lot of budget. Yes, that's very often the case. But with proper control, you can minimize that. Broad will give you more search terms. It will give you you will be amazed what people actually click, sorry, what they actually type to get to your products. Sometimes it's even funny and you can only get that with broad match. It really gives you more data that you can then build and scale after that. You know, of course, if you have a proper structure, as I talked in my yesterday's video, without broad, your account is going to be like a closed loop. You're only targeting exact match keywords. Even if you have thousands of them, that's still going to be limiting. You would leave so many opportunities on the table. That's that would be unbelievable because with broad and phrase that's a whole new level. If you limited your account through exact match, yes, that's the lazy way to get stable a cost and it's never going to change almost. But your competitors are grabbing all of that additional customer search terms and expanding on that. They are using that and exact match the new one that that they found you haven't because they use broad match and phrase match. Yes, at one point you would maybe have to make a decision once when you harvested so many new search terms and keywords from broad. You may think about adding more negatives, more negatives in the phrase. Actually, you can use these advanced techniques like engram to find the actual words that drive no a cost too high or just do not produce any sales at all. And then it's a living thing. It's an ongoing process to optimize the broad campaigns, but the benefit is really really high. Now, I've called here phrase match the midfunnel weapon. I don't know kind of that's what I wanted to to show you. Yes, it is. But for phrase match, I like the most about it because it gives you the balance between exact match and broad match. Uh phrase match uh really gives you the opportunity to bid on a certain phrase that's relevant for your product, but still adding additional words before and after the the certain keyword. That's really really like a better blend, but it's more like a as I said, it's middle ground between craziness of broad match and strictness of exact match. Phrase match is one of my favorites because it really brings good most of the time it brings really profitable ads. One more thing, it's some sometimes there's no general rule. Broad is going to be the best or exact or phrase. It's all about testing what your competition is doing. Very often you may end up in a situation where so many competitors maybe are sleeping on broad because it's very hard to control in your subcategory. But then again, if you do a proper job there, that could be a gold mine for you. So it's not just the match type, it's about also having a proper structure. Every campaign has to be in the specific exact match only or broad match only or phrase match because it gives you the absolute control to see what's happening. And when when your account expands, you need to have the ability to pinpoint where is the exact campaign that may be causing additional ad spend or if you want to push a certain keyword or just find additional search terms for a certain keyword that's relevant to your product because you're updating your SEO and then you added additional keyword in there and then you just want to push it a little bit. You would do that with exact, but you want to expand on those and see what's trending. If something spiked on Google Trends, you want to be able to capture that momentum. Now, as a as a short example, I'll give you the popular search like magnesium glycinate or whatever 400 milligrams. If you do that in exact match, you will be missing best magnesium for sleep. You'll be missing magnesium for anxiety, no diarrhea. Very important magnesium supplement for women over 40. So you see even if it if this one is converting crazy and that's cool you're having good a cost every everybody's happy it may be that this is just the top of the iceberg and then you're having I don't know 100 sales per day over here but there are maybe 2,000 under these three I'm not saying just it could be the case very very easily if your entire strategy is around exact match you're not controlling the market you're limiting it you're limiting your growth so pay attention to this. Work with your team who's managing your advertising. Make sure that you're using all three match types, all four match types. I haven't mentioned broad match, modified. That's maybe too much for this video, but that's something that's really powerful and can also generate a bunch of new search terms. But anyway, we can talk more about it in the comment section and see you tomorrow in the next video. Bye-bye.