To Run Exact Match Campaigns or Not?

So, here’s the deal with running exact match campaigns for new Amazon launches – it really depends on who you ask. Some folks swear by them, saying they are the holy grail of targeting and can really help boost sales right out of the gate. Others say they’re a waste of time and money, and that broad match campaigns are the way to go.

Pro-Exact Match Campaigns

Those in the pro-exact match camp argue that these types of campaigns allow you to target specific keywords and search terms with laser precision. This can be especially helpful for new products that may not have a lot of existing data to work with. By honing in on exact matches, you can ensure that your ads are being shown to the most relevant audience possible, increasing the likelihood of conversion.

Con-Exact Match Campaigns

On the flip side, detractors of exact match campaigns argue that they can be overly restrictive and limit your reach. They say that broad match campaigns, while less targeted, can help you cast a wider net and potentially bring in customers you may not have otherwise reached. Plus, with the constantly changing landscape of Amazon’s algorithms, it can be hard to predict which keywords will perform best, making exact match campaigns a bit of a gamble.

My Two Cents

Personally, I think it’s worth experimenting with both exact match and broad match campaigns when launching a new product on Amazon. Each strategy has its merits, and what works for one seller may not work for another. It’s all about testing, tweaking, and finding what works best for your specific product and target audience. Remember, Amazon is a constantly evolving platform, so what works today may not work tomorrow. Stay flexible, be willing to adapt, and keep testing different strategies until you find the winning formula.