What is a Keyword? - Definition
A keyword (in German: search term, key word, catchword) is the term that users use in the search bar to find a specific product. If the search term(s) match the appropriate keywords in the product listing, this product will be displayed in the search results.
Keywords are one of many significant basic components of Search Engine Optimization which belongs to one of the most important marketing building blocks.
How you can optimize your product listings and achieve top positions in search results, you can learn in the following article: Amazon SEO
Match Types for Keywords
Furthermore, keywords are also of great importance for Sponsored Ads. The following three match types can be selected:
exact match: With an exact match, the advertised product is only displayed in the search results when the user has entered the specific keyword without deviations.
phrase match: Here, product ads can also be displayed when the searcher supplements the exact keyword with additional words (both before and after the keyword).
broad match: With this type of match, keywords in search queries can be very broadly defined. The ad is also displayed when the keyword is searched in the same or also in a modified, similar form (e.g., plural instead of singular, integration into further phrases). A major advantage of this match strategy is that the product is displayed for a wide variety of search queries and thus attracts more potential buyers. However, it should be noted that the broader distribution may also result in potentially higher costs.
The choice of the right keyword strategy is crucial for the success of product advertising and organic ranking. Advertisers should therefore analyze the different match types and use them strategically to find an optimal balance between reach and relevance.
