What is the soul of Amazon's operation?

This question may be asked by 10,000 Amazon sellers, and they will all give the answer of "keyword" .

In actual operation, everyone always adds keywords simply and rudely.

Ultimately, a large portion of Amazon's advertising dollars went to waste.

Don't worry, today we will listen to the " Matching Model of Amazon Advertising Words " shared by President Lin.

It allows you to avoid crossing the river in the dark and effectively avoid invalid traffic.

01

Preposition + Keyword Matching Model

Preposition library:

the,a,an,this,that,these

those at to

also,on,of,by,for,not,only,or,so,and,about,from,in

☛ Prepositions + keywords are equivalent to big words.

For example, take the shower curtain as an example:

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If you match with the word for shower curtain, the search traffic of this keyword is 175 a month. At this time, if you use broad match, it is difficult to have good traffic.

There are also 2 disadvantages:

01

For shower curtain can match big words . From the picture, you can see that for shower curtain will run out of shower curtain, black shower curtain, shower curtain set… These keywords are big words and will eat away your traffic.

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So using for shower curtain is equivalent to broad matching of shower curtain.

02

There are more than 40,000 competitors matching the keyword for shower curtain, but the search volume is only 175. It is a keyword with low search and strong competition, which will lead to poor delivery .

This keyword has a lot of competition and many people use it, resulting in high bids.

The average single cost is about 0.45. Under normal circumstances, if you directly use the shower curtain to play broad matching or word matching, it is possible that the single CPC that will run out is only 0.2-0.3, which is the price gap.

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Summarize

Prepositions + keywords: prepositions are equivalent to spaces;

For shower curtain phrase matching is equivalent to shower curtain phrase matching.

02

Keyword + Keyword Matching Model

As you can see from the figure below, shower+curtains can run out big words, which is also equivalent to big words, and the + sign is equivalent to a space.

▲Click on the picture to enlarge it

For example, if you find that a keyword has a + sign and has a large search volume, but there are few competitors, this type of keyword can be used more because it has a greater chance of bringing conversions.

Summarize

Keywords+Keywords: The + sign is equivalent to a space;

For example, shower+curtains, phrase matching, is equivalent to the phrase matching of shower curtains.

03

1/2, 3/4 equal word matching and no word model

Look at the picture below, there are 52432 searches for 3/4 sleeve shirts for women, and there are many similar keywords. This is common in Amazon categories of clothing, home, and tools.

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If the 3/4 sleeve is placed, whether it is a keyword or a negative keyword, this keyword cannot be cast, because from Amazon's matching logic, some special symbols cannot be matched.

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Summarize

Participles cannot be placed or negated. The solution is to add spaces between numbers when using them, such as 3/4, which can be written as 3 4

Some Amazon sellers will match 3-4 models when they use the exact match of a certain keyword during the delivery process.

For example, shower curtain shower curtain, this keyword will run out of shower curtain, shower curtains, and shower curtain's.

Sometimes there will be a good conversion of the shower curtain without adding S, but the conversion effect of the shower curtain with S will be poor.

If the above problems occur, adopting keywords such as directly negating the shower curtain and adding S is equivalent to negating all the exact matches of the shower curtain, and also missing a large part of the traffic. This approach is not desirable.