Pay Per Click Explained

𝐁𝐑𝐎𝐀𝐃 𝐌𝐀𝐓𝐂𝐇

Broad match keywords allow the advertising platform (Google, Amazon, etc.) to display your ad to individuals on a broad basis. (Insightful, I know.) What this means is that your keyword(s) will be matched to search terms that not only match your keyword but are also related to your keyword. This might include synonyms, misspellings, and variations of your keywords.

𝐏𝐇𝐑𝐀𝐒𝐄 𝐌𝐀𝐓𝐂𝐇

Phrase match allows you to narrow your target search terms to specific phrases. The key feature of phrase match is that it allows you to control word order. This will eliminate customer search terms that insert terms between the words in your phrase. However it will still target search terms that include words before or after your keyword phrase, and it will still target variations of your phrase. Variations may include misspellings, singulars, and plurals, stemming (backpacking instead of backpack), abbreviations, and acronyms.

𝐄𝐗𝐀𝐂𝐓 𝐌𝐀𝐓𝐂𝐇

By now you’re probably figuring out that each match type narrows your target audience/customers more and more. The exact match is as specific as you can be when it comes to finding qualified traffic to your site or listing. By using an exact match, you narrow down the field of customers to those searching exclusively for your keyword(s). Just as with phrase match, customers may have used a close variant to your keyword (misspellings, plurals, singulars, etc.), BUT they have not added words before or after your keywords nor have they used a synonym. An exact match will certainly lower the number of individuals who see your ad, but those who see your ad are much more likely to click on your ad (because they are searching exclusively for your keyword)

d) Product Targeting: Choose specific products, categories, brands or other product features to target your ads

e) You can find out how much advertising is helping you in sales.

i) Advertising Cost of Sales (ACoS)= PPC Spend/ Sales from PPC

ii) Breakeven ACoS= 1 – (Landing cost + FBA fees)/ Retail price

iii) ACoS is used to find profitable and unprofitable keywords.

iv) If your ACoS is less than the profit margin then you are making money. Otherwise, if it is more than the profit margin then you are losing money.

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