Introduction
Amazon PPC campaigns live and die by one critical decision:
Your match type.
Choosing between Broad, Phrase, or Exact might sound tactical, but it can mean the difference between a profitable campaign and a money-losing one.
In this guide, we’ll break down:
- What each match type does
- How it affects your ACoS
- When to use each
- How to structure campaigns to maximize ROI
Let’s dive in.
What Are Amazon PPC Match Types?
There are three match types in Amazon advertising:
1. Broad Match
- Triggers for any related terms, synonyms, or out-of-order phrases
- Great for discovery
- High traffic, but low control
Example:
Broad match for “stainless steel bottle” might trigger for:
- steel water bottle
- bottle made of stainless
- best gym bottles
2. Phrase Match
- Triggers for search terms that contain your keyword in order
- More targeted than broad
- Good middle ground of reach + relevance
Example:
Phrase match for “stainless steel bottle” might trigger for:
- best stainless steel bottle
- stainless steel bottle 24oz
- stainless steel bottle for kids
3. Exact Match
- Triggers only for that exact phrase or close variations
- High control
- Low volume but high intent
Example:
Exact match for “stainless steel bottle” might trigger only for:
- stainless steel bottle
- stainless steel bottles
How Each Match Type Affects ACoS
🔍 Broad Match = High Traffic, High Risk
Pros:
✅ Great for discovering new search terms
✅ Can generate long-tail, low-competition sales
Cons:
❌ Low CTR
❌ Wasted spend on irrelevant terms
❌ High ACoS if unmanaged
Tip: Use with tight bids and heavy negative keyword use.
🎯 Phrase Match = Best Balance of Volume & Relevance
Pros:
✅ Reliable conversions
✅ Good mix of discovery and control
✅ Often lower ACoS than broad
Cons:
❌ Still triggers for irrelevant modifiers
❌ Needs monitoring
Tip: Use for scaling campaigns once proven terms are identified.
🧠 Exact Match = High Intent, High Efficiency
Pros:
✅ Best ACoS (when terms are converting)
✅ Easy to control and optimize
✅ Strong signals for ranking
Cons:
❌ High CPCs in competitive niches
❌ Misses variations and discovery
❌ Can stall campaign growth
Tip: Use for your top 5–10 converting keywords only.
Match Type ACoS Cheat Sheet
| Match Type | Typical ACoS | Best Use Case |
|---|---|---|
| Broad | 40–80% | Discovery / New ASINs |
| Phrase | 25–45% | Mid-stage scaling |
| Exact | 15–35% | Profitable volume / Ranking |
The Right Campaign Structure
Here’s a proven match type campaign strategy:
1. Auto Campaign
- Let Amazon explore
- Great for harvesting search terms
- Set a low bid and a tight budget
2. Broad Campaign
- Test broad variations
- Add negatives frequently
- Budget: medium
3. Phrase Campaign
- Focus on known converting phrases
- Budget: medium/high
4. Exact Campaign
- Only your best terms
- High bid for ranking
- Budget: high (but tightly focused)
Match Type Mistakes That Drive Up ACoS
🚫 Using only Broad without negatives
🚫 Bidding equally across all match types
🚫 Never mining search term reports
🚫 Keeping Exact match terms that no longer convert
🚫 Targeting the same keyword in all match types at once
How to Analyze Match Type Performance
Check your Search Term Report for each campaign:
- Look at CTR, Conversion Rate, Spend, and ACoS
- Sort by Match Type
- Identify which types are driving sales vs. draining spend
If Broad has high spend but no conversions → trim it.
If Exact has low volume → try Phrase instead.
Tools to Help You Manage Match Types
🛠 Helium 10 Adtomic – Match-type filtering and optimization
🛠 Amazon Bulk Sheets – Manage bids and campaign types efficiently
🛠 Data Dive – Great for grouping keywords by intent
🛠 Search Term Reports – The single best source of truth
When to Scale Each Match Type
✅ Start with Auto & Broad → discover terms
✅ Add to Phrase when you see consistent conversions
✅ Graduate to Exact when it’s time to rank and maximize ROI
Final Thoughts
Each match type serves a purpose.
If you want to:
- Discover new opportunities → start with Broad
- Balance volume and control → lean into Phrase
- Drive precision and profit → double down on Exact
But don’t stick to one.
The winning formula is match type diversification — tailored to your product stage and goals.
Want Better ACoS Without the Guesswork?
At Marketplace Valet, we help brands:
- Lower ACoS
- Build optimized match-type campaigns
- Manage ads at scale
Let’s work together → justin@marketplacevalet.com