?? Amazon's Keyword Match Types—What's Really Going On?
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Increasing Visibility on Amazon
I've got some insider info that could really change the game for you. I recently sat down with Alex Bond from Debutify Podcast to talk all about how to ramp up your visibility on Amazon.
When you boost your visibility, you're not just getting your products seen; you're getting them sold. We've had clients apply these strategies and skyrocket from page 10 to page 1. Imagine what that could do for your sales and revenue.
So, we went all-in on this one, cracking down the A9 algorithm, diving into keyword strategies, and even revealing some of our top-secret techniques we've perfected at AMZ Pathfinder. This isn't just theory; these are actionable steps that you can take to get your products noticed. And let's be real, in the competitive world of Amazon selling, visibility is currency.?
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So, we went down the rabbit hole of maximizing your Amazon business value for a profitable exit. Just like you wouldn't bake a cake without a recipe, navigating the complex world of business valuation, due diligence, and deal structuring requires a game plan.
Why is this a big deal, you ask? Because an exit is more than just cashing out; it's your legacy. It's the financial reward for building a solid business, the freedom for new adventures, or even making room for fresh leadership.
Dive into our treasure trove of insights and make your business the belle of the buyout ball.
Nerd Lounge???
What is happening with keyword match types in Amazon Advertising?
Amazon is doing some strange things with advertising keyword match types and is not always communicating these changes clearly. The most important thing with match types is that your use of them dictates predictable outcomes in what you’re targeting. If you can’t rely on that the inconsistency can be frustrating and lead to undesired advertising outcomes, and nobody wants that!?
We first spotted this with Sponsored Brand exact match targets where ASINs started appearing as triggered results. This happened very rarely but it was unexpected. Next reading in Amazon’s own documentation we see this:?
“In Sponsored Brands campaigns, this match type allows advertisers to show their ads on searches that have the same meaning or same intent as their keyword. For example, if an advertiser has an Exact keyword of “outside lights” and a customer queries “outdoor lights,” an exact match occurs.”?
That no longer meets my definition of exact match and is somewhere between exact and phrase.?
Speaking of phrase match, something not listed in any documentation (that I can find!) are some changes to Phrase match that we’ve noticed at Pathfinder. A small but useful example is the search term “forehead light” and a series of other related searches triggering an ad for the Phrase match keyword “headband light”. While those things are synonyms that is not how we expect Phrase match to work.
Understand that Amazon has always counted plural forms of a keyword as the same so that is not our concern here. What PPC professionals want is strictly defined match-type rules that keep how things work clear so that we can exercise a finely-tuned level of control.
Have you run into the same problems? We’re trying to collect data from others to understand how widespread this is or if it’s just affecting certain accounts and geos. Please get in touch if you have something to add!
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Q4 Mastery Virtual Summit (September 20-21)
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Ready to master the Q4 rush? Join us at The Q4 Mastery Virtual Summit on Sep 20-21, an online extravaganza led by Amy Wees. Get insider tips from top eCommerce experts on AI-enhanced listing, influencer marketing, inventory, profit tracking, and more. So, what are you waiting for? Secure your spot and dive deep into eCommerce, get insights, and prep for a profitable season. Don't miss out on the eCommerce event of the year!
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Amafest UK (October 6) in Brighton, UK
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I’ll be speaking at the Amafest UK event which is happening on October 6, 2023 at The Old Ship Hotel in Brighton. I’ll be sharing our knowledge on Amazon Marketing Stream (AMS) and how to take advantage of it to make an impact in your advertising. Set aside a full day on your calendar because this conference is tailor-made for Amazon sellers like us. I’m looking forward to my first time in Brighton too - all my English friends tell me it's a great city!
Amafest UK is perfect for those considering jumping into the Amazon marketplace or established brands who want to spend a day leveling up. We'll hear from international speakers and top-notch Amazon sellers who know the ins and outs of the industry. They'll spill their secrets and give us the inside scoop on how to grow your business through a powerful Amazon channel in the UK and globally.
See you there! ??
Amazon Trending Tidbits???
Mastering the Amazon A9 Algorithm
Amazon's A9 algorithm was some mythical creature you couldn't quite catch? Well, brace yourself because we're about to go full Indiana Jones on it!
First off, let's shatter a popular myth: the A10 algorithm doesn't exist. Yep, it's as real as a unicorn riding a Bigfoot. ??
So, what's the A9 all about? In simple terms, it's the brain behind what products show up when you search on Amazon. And it’s not just about keywords; it looks at a bunch of other things too, like how often people click on a product. ????
You've probably heard of the "Honeymoon Period," right? Well, toss that idea out the window! The algorithm doesn't give new products special treatment for a set time. It’s more like rolling dice; you never know what you're gonna get!?
Here’s the kicker: Understanding this algorithm can help you boost your sales on Amazon. So check out this article from Seller Sessions for more tips and insights coming your way! ??
Facebook, Instagram, TikTok Want On-Platform Commerce
Facebook, Instagram, and TikTok are pulling up their sleeves and diving headfirst into on-platform commerce. No more redirecting you to external e-commerce sites to complete a purchase. And why's that? ??
These social behemoths have realized they're the ultimate playground for product discovery, and they're sick of playing the middleman. They want a BIGGER slice of the commerce pie!?
Facebook even pulled the plug on external checkouts for their Shops. So, if you're selling on these platforms, brace yourself for some changes!?
But hold up! What's the fine print? ?? Brands and sellers are about to get less data, making it trickier to understand your customers. It's like playing poker but with half the cards. Facebook and TikTok are essentially saying, "Trust us, we've got this!" But do they? ??
They want to be Amazon before Amazon figures out how to be them. It's a high-stakes game of commerce, and the road ahead is twisty. Make sure your seatbelt is fastened, because this could either be a shortcut to conversion heaven or a detour through data drought town! ????
Thanks for reading!
- Brent
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