How to get more ‘bang’ from an exact match keyword, without simply increasing the bid?

Hi all.

First post here, but have always appreciated the info! I’ll jump straight in, I’m trying to get more ‘bang’ out of an exact match keyword, and thought that this is the best place to ask these questions.

If you have a product campaign targeting an exact match keyword only, how can you increase the number of impressions, or the ‘effectiveness’ of the keyword, without increasing the bid or further optimising the listing?

For example,

a)If I increase the number of like-products advertised in that campaign, will there be more impressions or is there no link?

b)If I made 5 copy campaigns, would they synergise for more impressions or compete and have a net negative effect? What about 500 copy campaigns?

c)If I ‘negative exact-matched’ the keyword from all other campaigns– Does this help or hinder the overall performance or impressions of that exact keyword? (i.s. all ‘keyword X’ will flow through 1 exact campaign vs multiple campaigns gaining impressions)

d)Up and down bids vs down only bids? – What are peoples thoughts, general ideas or experiences with these? I use ‘down only’ for manual targeted campaigns, and up and down for lower-spending auto campaigns.

I know it depends on so many variables, but I’d love to hear from peoples experiences, and perhaps collectively we can come to an understanding of how to optimise an exact match keyword’s performance.


Hello there,

Welcome to the community, and thanks for reaching out with your questions! Optimizing your Amazon campaigns can be quite a puzzle, and I’m glad you’re seeking insights to make the most out of your exact match keyword campaigns. While there’s no one-size-fits-all answer, here are some thoughts on your questions:

a) Expanding Product Variations: Increasing the number of like-products in your campaign might lead to more impressions, but it’s essential to maintain relevance. If the additional products are genuinely related and share the exact match keyword’s context, this could potentially broaden your reach without compromising relevance.

b) Multiple Copy Campaigns: Creating multiple copy campaigns can be beneficial if you’re targeting different angles or customer segments. However, if all the campaigns are identical, they might compete against each other and potentially raise costs without significantly increasing impressions. Instead, consider diversifying your copy, ad formats, or messaging to see if different approaches resonate with different audiences.

c) Negative Exact-Matched Keywords: Using negative exact-matched keywords to channel all traffic through one campaign can indeed help concentrate impressions. By doing this, you ensure that all variations of the keyword funnel through the same campaign, allowing for better optimization and potentially improved performance.

d) Bid Strategies: The choice between “up and down” bids and “down only” bids depends on your campaign objectives. “Up and down” bids can help you appear in more competitive auctions, potentially driving more traffic. However, they might also lead to higher costs. “Down only” bids are suitable for maintaining a specific cost structure while focusing on efficiency.

Ultimately, the effectiveness of your exact match keyword campaign depends on several factors:

  • Quality of the Listing: A well-optimized product listing can improve click-through rates and conversions. Make sure your product images, titles, bullet points, and descriptions are compelling and accurately reflect the product.
  • Keyword Relevance: Ensure your exact match keyword is closely related to your product. Irrelevant keywords can lead to low-quality traffic and reduced performance.
  • Regular Monitoring and Optimization: Keep a close eye on your campaign’s performance metrics. Adjust bids, keywords, and ad copy based on data-driven insights. A/B testing different approaches can help you discover what works best.
  • Competitive Landscape: The competitiveness of your niche can affect the impressions and effectiveness of your campaigns. If the competition is fierce, you might need to adjust your strategies accordingly.
  • Customer Reviews and Ratings: Positive product reviews can build credibility and encourage conversions. Continue to gather positive reviews to strengthen your product’s reputation.

Remember, Amazon’s advertising platform is dynamic, and what works might change over time. Stay open to testing new strategies, analyzing data, and adapting your approach to find the right balance for optimizing your exact match keyword campaigns. Best of luck, and feel free to continue engaging with the community for more insights!