We’ve got another blog post talking about basic keyword match types in Amazon advertising that you might also want to take a look at before jumping in here.
In this article, we’ll be talking specifically about the match types available in auto campaigns. Not sure what an auto campaign is? Check out this article all about the difference between auto and manual campaigns.
Here’s what we’ll cover in this post.
What Are the 4 Auto Targets Available?
Remember, in an auto campaign you’re letting Amazon take the wheel to choose which keywords to target. With these different auto-targeting options, you’re able to help guide Amazon in the direction you want to go while they drive.
Close match: This match type will show your product when shoppers search for terms closely related to your product. Includes plural or singular.
Loose match: This match type will show your products when shoppers use search terms loosely related to your products. So if you sell nail polish, Amazon might show your add on terms like “manicure” or “nail “file”.
Substitutes: Targeted to shoppers considering products that are substitutes for a product and are often the same type of product sold by a different brand (e.g. Reebok tennis shoes instead of Nike).
Complements: Amazon may show your ad to shoppers who view the detail pages of products that compliment or go together with your product. (e.g., a baseball glove to go with a baseball).
Benefits of Using Auto Targeting Groups
There are two big benefits to utilizing these different match types.
First, segmenting these match types allows you to control your bids more closely.
Second, by using all 4 of these match types you’re ensuring that your auto campaign picks up as many potentially profitable keywords as possible.
Let’s go a little deeper into those benefits and why they might be useful to you…
As you can see in the screenshot below, by segmenting your campaign among the 4 auto target groups you can clearly see what’s working and what’s not.
Auto target groups allow you to see your auto campaign on a much more detailed level so that you can make better decisions.
The other major benefit you’ll get from utilizing these ad target groups is that, when you use all 4 together, it will help you ensure you’re casting the widest net possible.
Why cast a wide net?
It’s all about keyword farming. Which just so happens to be our specialty.
How Auto Targeting Fits Into the Keyword Farming Strategy
We go into more detail about our keyword farming strategy in this article about predicting which keywords will convert.
To put it simply, we want to “farm” any and all potentially profitable keywords.
The full process looks like this.
During step 2, we do really in-depth keyword research but even hours of research utilizing several tools doesn’t guarantee we get everything. In order to leave no stone unturned, we let Amazon help us out by setting up auto campaigns with all 4 targets.
From there, we see which keywords from the auto campaigns are converting. Then, we stick the high performers in exact campaigns and make the low performers negative.
The result is that you get a list of extremely high-potential keywords that have a proven track record of converting for your specific product that we can use to maximize your profit.
Wow, thanks Amazon!
Are you using auto target groups? How do you use them?
Did anything in this article spark your curiosity or bring up a question? Comment below or email us at [email protected] We love talking about PPC!