L1T1: Keyword Vs. Search Term

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Published at : 19 Jan 2021
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One of the fundamental principles, before going into our software, is knowing the difference between a keyword and a search term. They very well could be the same exact thing, but oftentimes they are quite different, and basically, a keyword is anything that you put into Seller Central inside of your campaign. It can be three different match types. It can be a broad, phrase, and an exact match type, and we'll have a video that explains the difference between a broad, phrase, and exact match type. Now, the search term is what an Amazon customer is searching for and what they're putting into the search bar when they're connecting with your product. Once again, that could be very different than the keyword that you have on your back end.

I'm going to show you an example here under search term optimization, which is inside of the campaign optimization module. You're going to see that the search terms are listed over here to your left, and their match type is over here, and here is the associated keyword. In this column here, these are the words that are inside of this campaign as keywords, and these are the match types, and this is what people put into Amazon when searching for your product and connecting to your keyword.

As you can see here, the word 'for nails' is a phrase match type in this campaign. The proposition, for, does not count, and it's plural over here, the word nail, is the word that's coming up as a phrase. If you get rid of 'for and you have the word nails as the associated keyword, then that's connecting up with the nail inside of the acrylic nail kit.

In this example, broad, the stainless steel clipper, you have a broad match type, and that's connecting with cuticle clippers, stainless steel. As you can see, there's quite a different order. There's no hyphen, so the broad match type allows you to a little bit more leg room and visibility across different types of ... or long tail search terms. Here's another example. We have a phrase match type for the associated keyword of nail clippers, and there it is. The nail clipper is the phrase match in there. Okay? One more example. We have fingernail clipper, the phrase match, and there it is fingernail clipper. This is plural, and this is singular over here.

Okay. That is the difference between a search term and a keyword. Just to sum it up again, anything that somebody who's searching on Amazon for your product puts into the Amazon search bar, that is a search term, and anytime you have a keyword inside of your backend in one of your campaigns, that is the keyword. We want to find all of the different search terms and utilize them to our advantage inside of Power PPC, and we also want to find the search terms that are draining our bank account, because often those search terms are not connecting to profitable sales, and then we want to utilize campaign optimization to help weed out those search terms and save money.

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