Amazon's update to Broad Match in Sponsored Products
CommerceKind
??CommerceKind The Amazon growth agency transforms $375K ad spend into $21M Rev Annually.?? Trusted by successful brand.
? Alert: Amazon has made an update to Broad Match in Sponsored Products
Amazon has recently updated its Sponsored Products (SP) broad match feature to include variations and synonyms related to the keyword. This means that an ad targeting the keyword "shoes" using broad match may now show up on shopper queries for "sneakers."
As you can see in the attached screenshot from a SP campaign's search terms, the search term “bbq” is being triggered by targeting the keyword "smoker accessories" in broad.
This change was introduced for Sponsor Brands in 2019 and seems like now in SP.
The solution to helping refine the broad match feature was the Broad Match Modifier. The Broad Match Modifier allows advertisers to ensure that certain keywords are always included in search terms.
?? To use this feature, add a "+" before the term. For example, targeting "+sport +shoes" in broad matches will ensure that both "sport" and "shoes" are included in all search terms. However, targeting "sport shoes" in the broad match may trigger the ad for search terms like "rock climbing shoes" or "sneakers."
?? Personally, I am not a fan of using broad matches without the modifier as it can become too broad and lead to wasted spend. However, there may be certain situations where it is appropriate. As a general rule, I always recommend using the Broad Match Modifier for more precise targeting.
Do you see the same situation in your accounts?
Contact us to find a solution!