📘 Overview
Amazon PPC match types control how closely a shopper’s search must match your keyword before your ad appears. Choosing the right match type directly impacts visibility, ad spend efficiency, and scalability. In this article, you’ll learn how each match type works, when to use it, and how to combine them into a practical strategy backed by real-world seller examples.
👥 Who This Is For
This guide is useful if you are:
🚀 A beginner launching your first Sponsored Products campaigns
📉 A growing seller trying to reduce wasted ad spend
📈 An advanced seller scaling profitably with structured PPC campaigns
🧩 Managing multiple ASINs and struggling with keyword control
🧠 Key Concepts You Need to Know
Before diving into strategy, here are the core match types Amazon supports:
🔍 Broad Match
Your ad may show for searches that include related terms, synonyms, and variations.🧾 Phrase Match
Your ad shows when the search includes your keyword phrase in the same order, with possible words before or after.🎯 Exact Match
Your ad shows only when the search closely matches your keyword (including close variants).⛔ Negative Match
Prevents your ads from showing for unwanted searches.
⚠️ Important: Amazon uses close variants across all match types, including plurals, misspellings, and reordered terms.
🛠️ Step-by-Step Match Type Strategy Framework
🟢 Step 1: Start With Broad Match for Discovery
Action:
Launch keywords in Broad match to collect search term data.
Best Practices:
🧪 Use broad match only during research or expansion phases
📊 Monitor the Search Term Report frequently
💰 Keep bids conservative to limit waste
Common Pitfall:
Letting broad keywords run unchecked for weeks.
💡 Pro Tip:
Broad match is for learning, not long-term efficiency.
🟡 Step 2: Use Phrase Match to Refine Intent
Action:
Move high-quality search terms into Phrase match.
Best Practices:
🎯 Focus on phrases showing:
Consistent conversions
Acceptable ACOS
⚖️ Helps balance reach and control
Common Pitfall:
Assuming phrase match is “safe.” It can still trigger irrelevant traffic.
💡 Pro Tip:
Phrase match works best for mid-funnel keywords where intent is clearer.
🔵 Step 3: Lock in Performance With Exact Match
Action:
Add your top-performing search terms as Exact match keywords.
Best Practices:
🏆 Prioritize:
High conversion rate
Strong sales volume
📈 Allocate higher bids and budgets
Common Pitfall:
Relying only on exact match and stopping discovery.
💡 Pro Tip:
Exact match is your profit engine, not your growth engine.
🔴 Step 4: Use Negative Keywords Aggressively
Action:
Add irrelevant or low-quality terms as Negative Phrase or Negative Exact.
Best Practices:
🗓️ Add negatives weekly during optimization
🚫 Block:
Wrong product types
Low-intent modifiers (e.g., “free”, “used”)
Common Pitfall:
Only using negative exact when phrase is needed.
💡 Pro Tip:
If a term is never relevant, block it with Negative Phrase.
🧱 Step 5: Separate Match Types Into Different Campaigns
Action:
Create separate campaigns for Broad, Phrase, and Exact.
Best Practices:
🧭 Improves budget control
🔎 Makes performance analysis easier
🛑 Prevents match type overlap
Common Pitfall:
Mixing all match types in one campaign.
💡 Pro Tip:
Structure campaigns by intent level, not convenience.
🌍 Real-World Examples
🧑🌾 Example 1: New Seller (Beginner)
Seller Type: First-time private label seller
Problem: No keyword data, low impressions
Action Taken:
Launched Broad match campaign with 20 seed keywords
Reviewed Search Term Report after 7 days
Result:
Identified 5 converting search terms
Moved them into Phrase and Exact campaigns
🏪 Example 2: Mid-Size Brand (Intermediate)
Seller Type: 6-figure annual revenue
Problem: High ACOS from broad traffic
Action Taken:
Added negative phrase keywords
Reduced broad bids by 30%
Result:
ACOS reduced from 42% to 29%
Same sales volume with lower spend
🏢 Example 3: Advanced Seller (Scaling)
Seller Type: Multi-ASIN brand
Problem: Budget capped too early in the day
Action Taken:
Split Exact match into its own campaign
Allocated higher daily budget
Result:
Improved impression share on top keywords
Increased total PPC revenue without raising ACOS
⚠️ Common Mistakes to Avoid
❌ Mistake 1: Using Only One Match Type
Why It Happens:
Sellers want simplicity.
What to Do Instead:
Use all match types together, each with a specific role.
❌ Mistake 2: Ignoring Search Term Reports
Why It Happens:
Reports feel overwhelming.
What to Do Instead:
Review at least once per week and take one clear action:
⬆️ Promote
⏸️ Pause
🚫 Negate
❌ Mistake 3: Overbidding Broad Match
Why It Happens:
Trying to force performance.
What to Do Instead:
Let Broad match gather data cheaply, then scale winners elsewhere.
✅ Expected Results
After applying this strategy, sellers typically see:
📊 Better keyword visibility control
💸 Lower wasted ad spend
📉 Improved ACOS and ROAS
🚀 Clearer scaling paths for profitable keywords
🔁 More predictable PPC performance
❓ FAQs
Q: Can I skip Broad match entirely?
You can, but you’ll miss new keyword discovery and changing search behavior.
Q: How long should Broad match run?
Typically 7–14 days, depending on traffic volume.
Q: Is Phrase match necessary if I have Exact?
Yes. Phrase captures variations that Exact may miss.
Q: Should I duplicate keywords across match types?
Yes, but in separate campaigns with clear bidding priorities.
Q: How often should I add negative keywords?
Weekly during optimization, bi-weekly once campaigns stabilize.
If you want a quick, repeatable way to apply this strategy, use the 1-page Match Type Optimization Checklist.
It’s designed for weekly or bi-weekly PPC reviews and helps ensure you:
Move converting search terms into the right match type
Block wasted spend consistently
Allocate budgets based on keyword intent
Use it as a reference alongside your Search Term Report.