Introduction
In 2025, Amazon’s advertising platform continues to evolve rapidly, demanding smarter strategies from sellers and agencies. One highly effective yet often underutilized method for increasing visibility and sales is the use of Broad Match Modifier (BMM) keywords in Amazon PPC campaigns. This approach gives sellers the best of both worlds—broad reach with a layer of control.
If you’re looking to enhance your Amazon PPC performance this year, understanding and implementing BMM keywords could be a game changer. Read on for a deep dive into what they are, how to use them, and why E-commerzz is your go-to partner for results-driven Amazon PPC strategy.
What Are Broad Match Modifier Keywords?
Broad Match Modifier keywords are a refined version of Broad Match that give advertisers more control over which customer searches trigger their ads. By placing a “+” symbol in front of keywords, you ensure that those specific terms must appear in the customer’s search query, although the order can vary and other words can be included.
Example:
- Keyword:
+fitness +tracker - Your ad may appear for:
– “best fitness tracker for women”
– “buy waterproof fitness tracker”
– “cheap fitness tracker online”
This format allows broader reach than Phrase or Exact Match, but it still ensures relevance by locking in the core terms that matter.
Benefits of Using Broad Match Modifier in 2025
1. Smart Keyword Expansion
BMM helps you tap into a wider pool of customer queries without losing precision. You attract more impressions while keeping your ad relevant.
2. Better Click-Through Rates (CTR)
Since your ads are shown to users who include your core keywords, they’re more likely to click—resulting in higher CTRs and engagement.
3. Lower Cost-Per-Click (CPC)
Relevant traffic often results in better Quality Scores and improved bidding efficiency, reducing your average CPC and increasing ROI.
4. Keyword Discovery Tool
BMM is a powerful way to discover new, high-converting search terms that you might not have anticipated. You can later use these terms in Exact Match campaigns for tighter control.
How to Use BMM Keywords Effectively
✅ Step 1: Research Core Terms
Start by identifying your product’s main keywords. These should be the terms that always need to be present in a customer’s query for the ad to make sense.
✅ Step 2: Add Modifiers
Add a “+” symbol in front of each essential keyword. Example: +organic +tea, +wireless +headphones.
✅ Step 3: Use Negative Keywords
To maintain efficiency, exclude irrelevant terms that can burn your ad budget. This ensures only qualified traffic clicks your ads.
✅ Step 4: Monitor & Adjust
Use Amazon’s search term reports to continuously monitor performance. Remove underperforming modifiers and double down on profitable ones.
2025 Best Practices for Amazon PPC Success
- Integrate AI Tools: Use Amazon’s native AI tools and third-party platforms to automate bidding and ad placements based on data trends.
- Voice Search Optimization: With the rise in smart speakers and mobile voice commands, target conversational keywords and questions.
- Visual Shopping Trends: Optimize product images and A+ Content since visual search is becoming more influential in purchase decisions.
- Data-Driven Campaigns: Leverage all available analytics to understand customer behavior and refine your strategies accordingly.
Why Choose E-commerzz for Your Amazon PPC?
At E-commerzz.com, we’re not just digital marketers—we’re e-commerce growth specialists. With more than 5 years of experience in managing international marketplace accounts, we’ve helped brands across the US, UK, Canada, Australia, UAE, and beyond.
Here’s why our clients trust us:
- ✅ Managed 100+ Successful Projects
- ✅ Over $10 Million in PPC Budget Handled
- ✅ Specialized in Amazon, Walmart, eBay, Shopify, WooCommerce
- ✅ Highly Rated for Communication & Transparency
- ✅ Known for Quality, Dedication, and Trust
- ✅ We Don’t Just Work—We Partner with You for Growth
When you work with E-commerzz, you’re hiring a team that values honesty, quality, and long-term success over short-term results.
Final Thoughts
Broad Match Modifier keywords are a must-have tool for any Amazon seller looking to scale smartly in 2025. They combine the flexibility of broad targeting with the precision of keyword control, resulting in better ad performance and more sales.