Why does Adspert add exact and phrase keywords when harvesting from Sponsored Auto campaigns?
Selecting the appropriate keyword match types is pivotal for driving effective advertising campaigns on Amazon. Understanding why exact and phrase match types are preferred over broad match types in manual campaigns can significantly impact campaign performance. Here's a comprehensive explanation of this strategy and its implications for campaign success.
Why Prefer Exact and Phrase Matches Over Broad Match?
Simplicity and Balance: Incorporating phrase and exact match types in manual campaigns ensures a balanced targeting approach. While broad match types cast a wide net, they might trigger ads for less relevant searches, potentially diluting campaign effectiveness.
Auto Campaign Comparison: Auto campaigns on Amazon typically employ a versatile targeting approach, akin to the broad match type. They automatically explore a wide range of search queries, resembling the broadness in targeting associated with broad match types in manual campaigns.
Auto vs. Manual Strategy: Contrasting the broadness of Auto campaigns with the precision of manual campaigns utilizing exact and phrase match types allows for a comprehensive strategy. It's about leveraging Auto's exploratory nature while harvesting and targeting specific keywords.
Conclusion
Employing phrase and exact match types in manual campaigns on Amazon involves a strategic balance between broad exploration and precise targeting. While broad match types might offer broader reach, the refinements brought by exact and phrase matches ensure better relevance and targeting.
Users have the flexibility to assess the effectiveness of phrase match types compared to broad matches and make informed decisions based on campaign objectives and performance metrics.