Amazon Keyword Optimization, Fewer Search Terms are Now Better than More
Recently we've seen campaigns where we have chalked full of keywords, have been getting fewer impressions, versus campaigns with less keywords. Our agency strategy has been to put in hundreds of keywords, use all 3 match types, let the algorithm do its thing, and double down on what works and slough off what doesn't. This strategy no longer works with recent changes. When it comes to the performance of an ad, it's not about the quantity of keywords added on a campaign, but the quality of them.