Question: Mateo's cleaning product campaign has lots of clicks and many customer visits to the detail pages but he has low conversions. What keyword strategy can he use to address this?
- Broad match
- Exact match
- Phrase match
Explanation
Exact match helps reduce irrelevant traffic by limiting ads to shopper queries that closely match the selected keyword. When clicks and detail page visits are high but conversions are low, tighter keyword control can improve purchase intent quality. This match type is useful for focusing spend on proven, highly relevant search terms. It can help improve conversion efficiency by reducing clicks from broader or less qualified queries.
Why the other options are incorrect
Broad match can increase reach, but it may continue attracting less relevant shopper queries.
Phrase match offers more control than broad match, but it is still less restrictive than exact match.
Source for verification
https://advertising.amazon.com/library/guides/targeting-with-sponsored-products
https://advertising.amazon.com/library/guides/getting-started-with-sponsored-ads
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