This is a nice image I found on Vizlly, a hospitality marketing agency site . Most of Brachiosaurus contains more general search terms, but his thinned tail extends to more specific search terms. If you're familiar with Google AdWords, you probably know about exact match types, phrase match types, and partial match types . Brief summary: Partial Match The least specific match type that reaches the largest audience. If you sell badgers balms, they will probably appear in "face balms" or "badger foods". This match type has the lowest CTR. Phrase match This match type provides more control. When a prospect searches for "BadgerBalm," the seller can see "DiscountBadgerBalm" or "
BadgerBalm Coconut," but not "BadgerFood" or "CoconutBalm." Perfect match As you can imagine, this is the most specific match type and the most restrictive. If your prospect searches for "Badger Balm," your ads will only apply to those words in that order. However, this match type has the highest CTR. These match types were created by Google number list and copied by Bing Ads. Also, Amazon has traditionally kept secrets about how ads are ranked, but uses some of the same methods as AdWords. The way Amazon ranks its own ads is very similar, but the motives are different. Google wants to show the ad that most closely resembles what was entered in the search query .
Amazon wants to present the ads that searchers are most likely to buy , helping Amazon to make a profit. This important difference extends the concept of what is defined as "high quality" advertising. Relevant content: A 10-minute guide to Quora ads for marketers How to improve Amazon advertising and increase sales How to collect and use email without violating Amazon's Terms of Service How to get attention on Amazon After all, Amazon cares about which products are the most profitable and prioritizes high-performing ads over other products. You need to know what Amazon's ad ranking system notices. Amazon doesn't use the term quality score, but it uses the same idea. In other words, it combines several factors that affect the ranking of ads. Performance metrics: CTR (click rate) history Conversion speed Total sales Relevance metric: