Amazon PPC Match Types Explained: Broad vs. Phrase vs. Exact
Stop Wasting Ad Spend—Here’s How to Match Your Keywords the Right Way
If your Amazon PPC campaigns aren’t converting like you expected, the problem might not be your product—or even your ad copy. It could be your keyword match types.
Targeting the wrong shopper queries is one of the fastest ways to blow through your advertising budget. That’s why understanding how match types work is critical to getting your ads in front of the right customers at the right time.In this guide, we’ll explain the differences between broad, phrase, and exact match, when to use each, and how to use them together for smarter campaigns and better returns.
Key Takeaways
- Keyword match types control when your Amazon ads show based on how closely a customer’s search matches your keyword.
- Broad match casts the widest net and finds new search terms, but can attract irrelevant clicks.
- Phrase match offers a balance between reach and targeting.
- Exact match is the most precise, best for high-intent shoppers and conversion control.
- Using all three types in a smart structure helps improve ACoS and ROI.
- Tools like the Seller Labs Genius Bundle make it easier to track performance and optimize campaigns across match types.
Quick Guide
What Are Amazon Keyword Match Types?
In Amazon PPC, keyword match types tell the system how closely a shopper’s search term must align with your chosen keyword for your ad to show. Think of them like filters—each type gives you a different level of exposure and control.
There are three keyword match types available in Sponsored Products and Sponsored Brands campaigns:
- Broad Match
- Phrase Match
- Exact Match
Let’s break each down.
Broad Match: Cast the Widest Net
What Is Broad Match?
Broad match gives Amazon flexibility to show your ads for variations, synonyms, and related search terms that include the words in your keyword—in any order.
Example:
- Your Keyword: dog leash
- Ad May Show For:
- “leashes for dogs”
- “dog collar and leash set”
- “best leash for hiking with dogs”
When to Use It:
- Launching a new product
- Gathering keyword data
- Testing broad appeal
Be Careful:
- Broad match can lead to wasted spend without tight monitoring.
- Always review your Search Term Report and set negative keywords to filter out irrelevant traffic.
Phrase Match: More Precision, Still Flexible
What Is Phrase Match?
Phrase match shows your ad only when the customer’s search term includes your exact keyword phrase in the same order, but additional words can appear before or after.
Example:
- Your Keyword: dog leash
- Ad May Show For:
- “retractable dog leash”
- “dog leash for hiking”
- Ad Will NOT Show For:
- “leash for dog”
- “best leash dog”
When to Use It:
- After collecting performance data from broad match
- When targeting mid-funnel shoppers who know what they want
- To balance scale with relevance
Exact Match: Total Control, Limited Reach
What Is Exact Match?
Exact match is the tightest targeting option. Your ad appears only when the search term matches your keyword exactly, or includes close variants like plurals or slight misspellings.
Example:
- Your Keyword: dog leash
- Ad May Show For:
- “dog leash”
- “dog leashes”
- Ad Will NOT Show For:
- “best dog leash”
- “leash for dogs”
When to Use It:
- Targeting high-converting keywords
- Protecting your brand terms or niche terms
- Optimizing ad spend efficiency
Choosing the Right Match Type: A Practical Approach
| Match Type | Goal |
|---|---|
| Broad Match | Discover new search terms |
| Phrase Match | Target specific phrases |
| Exact Match | Focus on high-intent shoppers |
Pro Tip: Start with broad match to uncover real customer queries, then graduate high-performing terms into exact match campaigns for maximum control.
How to Track and Optimize Keyword Performance
Understanding match types is only part of the equation. You also need the right tools to:
- Track what terms actually convert
- Adjust bids per match type
- Refine negative keywords
- Identify wasted spend
That’s where the Seller Labs Genius Bundle comes in.
It includes:
Ad Genius – for campaign performance and keyword tracking- SKU Details – to link ad data to ASIN-level profit
- Restock App – to stay in stock when your ads start converting
Ready to stop guessing and start optimizing? Start your free trial now!
FAQs: Amazon PPC Keyword Match Types
Start with broad match to discover what people are searching. Just make sure to monitor your search terms and use negative keywords.
Yes! Use the same keyword across multiple match types in separate campaigns or ad groups. This gives you bidding control and better performance insights.
Absolutely. It’s a common strategy to promote top-performing broad match terms into phrase or exact match campaigns.
No. Match types are only used in Sponsored Products and Sponsored Brands campaigns. Sponsored Display works differently and relies more on audience targeting.
Final Thoughts: Match Smarter, Not Harder
If you’re only using one match type—or using them without a clear strategy—you’re leaving money on the table. Mastering keyword match types allows you to control your exposure, reduce wasted spend, and increase your return on every ad dollar.
Want to make it easier?
Try the Seller Labs Genius Bundle and turn your match type strategy into a performance engine.
Related Blogs You Might Like:
- Amazon PPC Strategies for 2025 – Take your PPC campaigns to the next level with advanced targeting and bidding tactics.
- Amazon Dayparting Ad Strategy for 2025 – Learn how to schedule ads for the highest ROI.
- How to Maximize Your Amazon Ad ROI with Data-Driven Strategies – Use performance metrics to guide every ad decision.
- Amazon Ad Types Explained for 2025 – Understand the differences between Sponsored Products, Brands, and Display.
- Amazon PPC Campaign Beginner Guide with AI – Perfect for sellers who want to start strong and scale smart.
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