Match Types in Amazon PPC: Broad, Phrase, Exact Explained

Amazon PPC is one of the most powerful advertising tools available to sellers. It gives you the ability to appear exactly where shoppers are searching but only if you understand how match types work. In this guide, you’ll learn how Broad, Phrase, and Exact match types work and how to use them strategically to grow your Amazon business.

What is Amazon PPC?

Amazon PPC (Pay-Per-Click) is Amazon’s advertising model where sellers pay each time a customer clicks on their ad. The goal of PPC is to increase visibility, bring targeted traffic, and ultimately boost sales.

Why Match Types Matter in PPC Campaigns?

Match types determine how closely a shopper’s search must relate to your keyword before Amazon shows your ad. Choosing the right match type controls cost, visibility, and conversion rates.

Understanding Match Types in Amazon PPC

What Are Match Types?

Match types allow you to control the reach and precision of your keywords. They help Amazon decide which customer search terms should trigger your ad.

The Role of Keywords in PPC Success

Keywords connect your ads to shopper intent. The better your keyword alignment, the higher your chance of converting clicks into sales.

Broad Match Explained

How Broad Match Works

Broad Match casts the widest net. Amazon shows your ad for search variations, synonyms, plurals, and loosely related terms.

Example of Broad Match Targeting

Keyword: “running shoes” Your ad may appear for:

• “men’s sports shoes”

• “jogging footwear”

• “athletic shoes for women”

Pros of Broad Match

• Reaches a wide audience

• Helps discover new keywords

• Drives early campaign data

Cons of Broad Match

• Can lead to irrelevant clicks

• Higher ACoS if not monitored

• Less control over search intent

When to Use Broad Match

Use Broad Match when launching campaigns, collecting data, or identifying new customer search behavior.

Phrase Match Explained

How Phrase Match Works

Your ad appears when shoppers search terms that include your keyword phrase in the same order, but with added words before or after.

Example of Phrase Match Targeting

Keyword: “running shoes” Your ad may show for:

• “best running shoes for women”

• “running shoes size 10”

Pros of Phrase Match

• More control than Broad

• Good balance between reach and relevance

• Helps discover long-tail keywords

Cons of Phrase Match

• Limited reach

• Still shows for some loosely related searches

When to Use Phrase Match

Use Phrase Match when you want controlled traffic with moderate discovery.

Exact Match Explained

How Exact Match Works

Your ad only shows when the shopper's search term exactly matches your keyword or a very close variation.

Example of Exact Match Targeting

Keyword: “running shoes” Your ad may show for:

• “running shoes”

• “running shoe” (close variant)

Pros of Exact Match

• Highest relevance

• Best conversion rates

• Best ACoS performance

Cons of Exact Match

• Least reach

• Limited keyword expansion

When to Use Exact Match

Use Exact Match when targeting high-intent keywords and scaling profitable campaigns.

Comparing Broad, Phrase, and Exact Match

Which Match Type is Best?

There’s no universal “best” match type — it depends on your goals.

• Broad = Discovery

• Phrase = Controlled expansion

• Exact = Precision and profitability

Cost Differences Between Match Types

• Broad = highest cost due to irrelevant clicks

• Phrase = moderate cost

• Exact = lowest cost with highest conversion potential

Performance Differences

Exact Match usually performs best in ACoS, while Broad Match provides the most data.

How to Choose the Right Match Type for Your Campaign

Understanding Campaign Goals

Your goals determine your match type:

• Launching a new product → Broad

• Growing visibility → Phrase

• Scaling profitably → Exact

Testing and Optimization

Always test different match types to learn which combinations deliver the highest ROI.

Using Multiple Match Types Together

A powerful strategy:

• Use Broad to find terms

• Promote good search terms into Phrase or Exact

• Add irrelevant ones as negatives

Common Mistakes Sellers Make with Match Types

Over-Reliance on One Match Type

Using only one match type limits growth or hurts profitability.

Ignoring Negative Keywords

Without negatives, Broad and Phrase match can drain your budget fast.

Lack of Ongoing Optimization

Amazon PPC is not set-and-forget — it requires weekly adjustments.

Advanced Strategies for Match Type Optimization

Search Term Mining

Analyze search term reports regularly and convert converting terms into Exact Match.

Structuring Campaigns Effectively

Use the structure:

• Broad Match → Research Campaign

• Phrase Match → Growth Campaign

• Exact Match → Profit Campaign

Using Data to Improve Match Type Performance

Let data guide decisions — not guesswork.

Conclusion: Role of Sellexio in Amazon PPC Optimization

Amazon PPC match types can make or break your advertising performance. To maximize visibility, reduce wasted spend, and scale profitably, you must know when and how to use Broad, Phrase, and Exact Match strategically.

This is where Sellexio, a full-service Amazon marketing agency, becomes a game-changer. Sellexio helps sellers craft intelligent PPC strategies, analyze data, optimize match types, build high-performing campaigns, and scale revenue with precision. Their expert team ensures you get the most out of your ad spend while staying ahead of competitors. Whether you're struggling with match types or ready to take your PPC performance to the next level, Sellexio provides the expertise, tools, and optimization needed to drive consistent and profitable growth on Amazon.

FAQs

1. Which match type is best for new Amazon sellers?

Broad Match is best for discovery, but should be monitored closely to avoid irrelevant clicks.

2. Does Exact Match always perform best?

Exact Match provides the highest relevance and conversions, but it has the smallest reach.

3. Should I use negative keywords with all match types?

Yes. Negative keywords help refine traffic and reduce wasted spend.

4. How often should I optimize my Amazon PPC campaigns?

At least once a week for best performance.

5. Can Sellexio manage my PPC campaigns?

Yes, Sellexio specializes in Amazon PPC management and offers complete optimization services.