Amazon PPC Exact Vs Phrase Vs Broad Match: Which To Use & When

Amazon PPC (Pay-Per-Click) advertising is a powerful tool for sellers to boost their product visibility and sales. However, understanding the nuances of different match types – Exact, Phrase, and Broad – is crucial for optimizing your campaigns.

In this overview, we’ll compare Amazon PPC exact vs phrase vs broad match, helping you determine which to use and when for maximum effectiveness. By mastering these match types, you’ll be able to fine-tune your advertising strategy and improve your return on investment.

Understanding Amazon PPC Match Types

Before talking about when to use each match type, it’s essential to understand exactly what they are and how they function in Amazon PPC campaigns. This is the part that most advertisers get wrong. And the mistake that most people make can be extremely expensive.

Are you one of them?

Broad Match

Broad match is the most flexible of the three match types. When you use broad match keywords, your ads may appear for searches that include variations of your keyword, including synonyms, misspellings, and related words 

For example, if your broad match keyword is “organic skincare,” your ad might show up for searches like:

• “natural beauty products”
• “chemical-free face cream”
• “eco-friendly moisturizer”

Broad match allows you to reach a wider audience and discover new, relevant search terms that you might not have considered.

Phrase Match

Phrase match is more restrictive than broad match but still offers some flexibility. With phrase match, your ad will appear when someone searches for your keyword phrase or close variations of it, with additional words before or after 

For instance, if your phrase match keyword is “shirt for men” your ad might appear for:

• “shirts for men”
• “shirts for a man”
• “red shirts for men”
• “shirt for men who golf”

Phrase match helps you reach more shoppers while maintaining a good balance between targeting precision and audience reach 

Exact Match

Exact match is the most precise targeting option. Your ad will only show when someone searches for your keyword or close variations of it, without any additional words before, after, or in between 

For example, if your exact match keyword is “bottle of milk” your ad might appear when someone searches for

• “bottle of milk”
• “bottles of milk”
• “bottle for milk”

Exact match typically yields better ROI and lower Advertising Cost of Sale (ACoS) but at the cost of reduced visibility compared to broad or phrase match 

Pros and Cons of Each Match Type

Understanding the advantages and drawbacks of each match type is crucial for making informed decisions in your Amazon PPC strategy.

Broad Match

Pros:

• Reaches a wider audience
• Helps discover new, relevant search terms
• Ideal for keyword research and campaign expansion

Cons:

• Less control over matched queries
• May lead to higher ad spend on less relevant searches

Phrase Match

Pros:

• Balances reach and targeting precision
• Allows for some keyword variations while maintaining relevance
• Useful for capturing long-tail keywords

Cons:

• May miss out on some relevant searches
• Requires more careful keyword selection than broad match

Exact Match

Pros:

• Highest level of targeting precision
• Generally yields better ROI and lower ACoS
• Ideal for high-converting keywords

Cons:

• Limited reach compared to other match types
• No room for discovering new search terms

In summary:

	Reach	Control	When To Use	Use With Negative Keywords?
Broad	Widest	Loosest	Research	Yes
Phrase	Medium	Medium	Focussed Sales + An Element Of Research	Yes
Exact	Narrowest	Tightest	Focussed Sales	It Would Be Pointless

When to Use Broad Match

Broad match is most effective in the following scenarios:

1. Initial keyword research: Use broad match at the beginning of your campaigns to discover new, relevant search terms that customers are using.
2. Expanding your reach: When you want to increase visibility and reach a wider audience, broad match can help you appear for related searches 1.
3. Niche or unique products: For products with limited search volume, broad match can help you capture variations and related searches.

When to Use Phrase Match

Phrase match is ideal in these situations:

1. Refining broad match campaigns: After identifying successful search terms from broad match campaigns, use phrase match to target more specific queries (or even better move them straight to exact match)
2. Balancing reach and relevance: When you want to maintain some flexibility in your targeting while ensuring your ads appear for relevant searches 
3. Targeting long-tail keywords: Phrase match is excellent for capturing longer, more specific search queries that include your core keywords.
4. Brand awareness campaigns: Use phrase match to target brand-related searches with some variations.

When to Use Exact Match

Exact match is most effective in the following cases:

1. High-converting keywords: Once you’ve identified keywords that consistently lead to sales, use exact match to maximize their performance.
2. Budget optimization: For keywords with proven ROI, use exact match to ensure your budget is spent on the most effective searches.
3. Competitive terms: When bidding on highly competitive keywords, exact match helps ensure you’re only paying for the most relevant clicks.
4. Brand protection: Use exact match for your brand name and product names to maintain control over these crucial searches.

Strategies for Combining Match Types

To create a well-rounded Amazon PPC strategy, consider combining different match types:

1. Start broad, then refine: Begin with broad match to gather data, then use phrase and exact match for the best-performing search terms.
2. Use negative keywords: Implement negative keywords to exclude irrelevant searches, especially for broad and phrase match campaigns.
3. Create separate ad groups: Organize your keywords into separate ad groups based on match type for better control and optimization.
4. Adjust bids by match type: Set higher bids for exact match keywords and lower bids for broad match to reflect their respective conversion potential.

Optimizing Your Amazon PPC Campaigns

To get the most out of your Amazon PPC campaigns across all match types:

1. Regular performance analysis: Continuously monitor your campaign performance and adjust your strategy accordingly.
2. Keyword harvesting: Use data from broad match campaigns to identify new keyword opportunities for phrase and exact match.
3. Bid optimization: Incrementally adjust your bids based on performance data to maximize ROI.
4. Ad copy alignment: Ensure your ad copy aligns with user search intent for each match type.
5. Use automatic campaigns: Consider running automatic campaigns alongside manual ones to discover new keywords and optimize targeting.
6. Use negative keywords: For automatic campaigns and manual campaigns with broad and phrase targeting, use negative keywords to prevent your ads from being shown for keywords which you already know are irrelevant or poor performers. Keep reviewing and adding negative keywords until you have enough data to switch your winners to exact match.

In conclusion, mastering the use of Amazon PPC exact vs phrase vs broad match is crucial for creating successful advertising campaigns. Each match type has its strengths and ideal use cases. Broad match is perfect for discovery and reaching a wide audience, phrase match offers a balance between reach and precision, and exact match provides the highest level of targeting for your most valuable keywords. By strategically combining these match types and continuously optimizing your campaigns, you can maximize your advertising effectiveness on Amazon and drive better results for your business.

FAQs

1. What is the main difference between broad, phrase, and exact match in Amazon PPC? Broad match offers the widest reach but least control, phrase match balances reach and relevance, while exact match provides the most precise targeting but with limited reach.
2. Can I use multiple match types in the same campaign? Yes, using a combination of match types can often yield the best results, allowing you to capture a wide audience while maintaining control over your most important keywords.
3. How do I know which match type is performing best for my products? Regularly analyze your campaign reports to compare the performance metrics (such as ACoS, conversion rate, and CTR) across different match types for your keywords.
4. Should I start with broad match and then narrow down to exact match? This is a common and effective strategy. Start with broad match to gather data and discover new keywords, then refine your targeting using phrase and, ideally, exact match for the best-performing terms.
5. How often should I review and adjust my Amazon PPC match types? At least weekly, making adjustments to match types, bids, and keywords based on performance data. As your campaign matures you can extend the time between reviews.