Comparing Amazon Ads vs. Walmart Connect 🤯
Today, we're exploring the details of match types and what we can do with keyword targeting. Let's dive in!🔶
Keyword Match Types
✅ Amazon
- Broad Match: This match type gives your ad a wide reach by displaying it for different customer shopping queries, even if they don't match your keyword. It covers singulars, plurals, variations, synonyms, and related terms, offering flexibility in targeting. To refine your targeting, you can add modifiers to specify certain words that must appear in the queries.
- Phrase Match: With this match type, your ad appears when the search term contains the exact phrase or sequence of words you've specified. It's more restrictive than a broad match but ensures more relevant placements. It also includes the plural form of the keyword and allows for implied meanings, widening the scope of potential matches.
- Exact Match: This match type requires the search term to precisely match the keyword or sequence of words you've chosen. It's the most restrictive but guarantees high relevance to the search. Close variations and plural forms of the keyword are also considered.
✅ Walmart
- It mirrors the exact same structure WITHOUT the modifiers option!
- I'm also sure Walmart limits its flexibility on broad matches compared to Amazon nowadays.
- Keywords don't necessarily need to be highly specific.
- The Walmart Connect ad system can utilize several guiding keyphrases to help your ad populate across relevant search results.
Now here comes the interesting part:
🔶 Negative targeting availability
✅ Amazon
- Ad group and campaign level
- Negative exact and negative phrase
✅ Walmart
- None at the moment!
- We would typically approach performance from a bid management standpoint which is where we have most of the control from an advertising perspective. However, not having the chance to limit certain campaign strategies like branded vs. non-branded or avoid showing certain places makes me think twice whenever we roll out a new broad match campaign. Keep this in mind!
🔶 Bid Threshold
✅ Amazon
- The minimum bid for Sponsored Products is 0.02
✅ Walmart
- The minimum bid for Sponsored Products manual targeting is 0.30 and 0.20 for auto-targeting
- Our thoughts: Walmart's search results' ad inventory is tighter than Amazon's, so it makes sense that Walmart's bid floor is slightly higher than Amazon's.
What other things have you come across comparing both? #amazonppc #amazonads #amazon #walmart #walmartconnect #ppc #advertising #ecommerce #amazonmexico #btrmedia