Many Amazon sellers face a frustrating problem with their brand advertising campaigns: they carefully select keywords like "ABCD," only to find their ads showing up for completely unrelated searches like "ABC" or even just "CD." This mismatch leads to wasted ad spend and disappointing conversion rates.
The issue stems from how Amazon's Brand Advertising Product Collections handle broad match by default. When you enter a keyword phrase without proper formatting, the system may break it down into various combinations, dramatically expanding your ad's reach beyond your intended audience.
The Simple Solution Amazon Doesn't Tell You About
The key to precise targeting lies in adding a single character before your keywords: the plus sign (+). By formatting your keyword as "+ABCD" instead of just "ABCD," you instruct Amazon to only show your ad when customers search for the exact phrase in its entirety.
This small adjustment makes a significant difference:
- Eliminates irrelevant traffic that drains your budget
- Improves conversion rates by reaching qualified shoppers
- Maintains broad match benefits while adding precision
Why Most Sellers Get This Wrong
Many experienced Amazon advertisers mistakenly apply the same strategies they use for Sponsored Products (SP) campaigns to Brand Advertising Product Collections. The two systems operate differently, requiring distinct approaches to keyword targeting.
The plus sign technique represents a fundamental shift in how sellers should approach broad match in brand advertising. When implemented correctly, it can transform underperforming campaigns into efficient sales drivers without increasing budgets.
As Amazon's advertising platform continues to evolve, sellers who adapt their strategies to each campaign type's unique requirements gain a competitive advantage in reaching their ideal customers while optimizing ad spend.