Advanced Amazon PPC Update! (Broad Match Modifiers Explained) How to Narrow your Broad Targets
Today, we're delving into the world of broad match campaigns, exploring some of the results we've achieved and the strategies we've employed to maximize their effectiveness. Broad match campaigns can be tricky, often yielding varying performance results. But fear not, we've got insights from our experiences last year and the results we're seeing now to share with you. So, let's dive right in.
Utilizing Modified Broad Campaigns
Last year, we introduced the concept of modified broad campaigns as a method to refine targeting and avoid irrelevant searches. Since August 2023, we've been running these campaigns and have accumulated a substantial amount of data. Let's take a closer look at the performance from December to January. Despite the broad terms used and relatively low bids, we're seeing promising click-through rates, reaching as high as 41% on certain keywords. While some ACOS figures might seem a bit elevated, optimizing bids and refining targeting has led to better results over time.
The Power of Modified Broad Terms
One of the standout performers is a combination of two modified broad terms, such as "mic" and "stand" formatted as "+Mic +stand". This approach ensures that both terms are included in the search query, offering a higher level of relevance. Unlike phrase match, which requires the exact phrase, modified broad terms provide flexibility while maintaining relevance. After testing this approach for around eight months, we've found it to be a valuable strategy compared to standard broad match.
Optimizing Bids for Success
A crucial aspect of running broad match campaigns effectively is maintaining low bids. Overbidding can lead to higher costs per click and may result in targeting less relevant terms, ultimately impacting ACOS. By keeping bids conservative, you can afford more clicks before achieving a sale, thereby improving your overall ACOS. This strategic approach to bidding has been instrumental in our success with broad match campaigns.
Implementing New Strategies
If you've been struggling with broad match campaigns or want to explore new avenues for optimization, modified broad campaigns could be the solution. This approach has proven effective across multiple accounts we've managed, offering improved performance and better ROI. By leveraging modified broad terms and optimizing bids, you can create campaigns that deliver superior results.
Conclusion
In conclusion, mastering broad match campaigns requires a combination of strategy, experimentation, and optimization. By implementing modified broad campaigns and refining your bidding approach, you can unlock the full potential of this targeting method. We hope this insight inspires you to create new campaigns that outperform your expectations. If you have any questions or need assistance with your Amazon PPC, don't hesitate to reach out to us at Kickstart PPC.
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