Choosing the right keyword match type is one of the most important decisions you’ll make when running Amazon PPC campaigns.
Broad match, Phrase match, and Exact match each play a unique role in how your ads perform—and more importantly, how well they convert.
In this in-depth guide, we’ll explore the differences between Amazon’s keyword match types and help you determine which match type delivers the highest conversions, lowest ACoS, and best return on ad spend (ROAS).
Let’s dive into Broad vs Phrase vs Exact match and unlock your best-performing Amazon PPC strategy.
Why Amazon PPC Match Types Are Critical to Campaign Success
Amazon keyword targeting success depends on understanding how match types work. When you choose the wrong match type:
- You get low-quality traffic
- Your ad spend increases without corresponding sales
- Your campaigns fail to scale efficiently
When used correctly, match types help:
- Target high-intent shoppers
- Reduce wasted ad spend
- Increase Amazon conversions
- Improve campaign performance
If you’re aiming for Amazon PPC optimization, match types are not optional—they’re essential.
Understanding Amazon Match Types: Broad vs Phrase vs Exact
🔍 Broad Match: Cast a Wide Net for Maximum Exposure
Broad match in Amazon PPC allows your ad to show for any search term related to your keyword, including:
- Plurals
- Synonyms
- Misspellings
- Related terms
Example: If your keyword is “wireless earbuds,” your ad could show for:
- “best Bluetooth headphones”
- “earphones for gym”
- “wireless audio device”
Broad match advantages:
- High impression volume
- Good for keyword research
- Helps discover long-tail variations
Broad match disadvantages:
- Lower conversion rates
- High ACoS if unmonitored
- Irrelevant clicks
SEO Tip: Include related keywords and long-tail phrases in your content to support broad match relevance.
💬 Phrase Match: Mid-Level Control With Good Targeting
Phrase match triggers ads when a user’s search contains your exact keyword phrase in the same order, but with other words before or after it.
Example: Keyword = “organic coffee”
Your ad may appear for:
- “best organic coffee beans”
- “buy organic coffee online”
- “organic coffee gift set”
Phrase match benefits:
- More relevant than Broad
- Higher CTRs and conversions
- Allows partial control
Phrase match drawbacks:
- Still some irrelevant queries
- Requires manual optimization
Use Phrase match keywords to attract shoppers with purchase intent, especially in the research phase.
🎯 Exact Match: Best for High-Converting Amazon Keywords
Exact match offers the tightest control over when your ad appears. It only triggers when the exact search term or close variant is entered.
Example: Exact keyword = “organic coffee beans”
Triggers ads for:
- “organic coffee beans”
- “organic coffee bean”
Exact match advantages:
- Highest keyword relevance
- Best conversion rates
- Clean performance data
Exact match limitations:
- Limited impressions
- Narrow targeting
- May miss high-performing variations
Use Exact match for proven keywords that already convert well. It’s the most efficient way to drive Amazon PPC conversions at scale.
Common Challenges Amazon Sellers Face With Match Types
Many Amazon sellers unknowingly:
- Overspend using Broad match without filters
- Underutilize Exact match on converting keywords
- Fail to add negative keywords to block irrelevant traffic
- Misinterpret keyword performance data
Without a smart match type strategy, even well-funded campaigns can burn budget without results.
How Bidventor Optimizes Match Types Using AI-Powered Amazon PPC Bidding
Bidventor is an AI-powered Amazon PPC optimization tool that automates bidding, improves keyword targeting, and increases conversions while lowering ACoS.
It intelligently adapts your match type strategy to maximize efficiency.
Key Features of Bidventor:
- Automatically shifts budget to Exact match keywords that convert
- Uses machine learning to detect underperforming Broad matches
- Adds negative keywords in real time to minimize wasted spend
- Optimizes bids based on match type performance
Example:
You bid on “silicone baby bottles” as a Broad match.
Bidventor notices poor performance and low ROAS.
At the same time, the Exact match “silicone baby bottles” is converting at 4.5x.
Bidventor instantly reallocates spend to the Exact match, boosts the bid, and blocks underperforming Broad queries—boosting your conversions and reducing ACoS.
SEO Tips to Maximize Amazon Match Type Performance
To improve your Amazon advertising strategy and increase PPC conversions, follow these keyword match optimization tips:
- Start with Broad match + strong negative keywords
- Analyze search term reports to identify converting phrases
- Add converting phrases as Exact match keywords
- Use Phrase match to test new mid-funnel terms
- Continuously monitor ACoS by match type
- Use AI PPC software like Bidventor to automate optimizations
Which Match Type Converts Best in Amazon PPC?
There is no one-size-fits-all. Each Amazon match type has its place:
- Use Broad match for keyword discovery
- Use Phrase match for balanced targeting
- Use Exact match for high-efficiency scaling
The key is not choosing one, but using them together intelligently.
And with AI tools like Bidventor, you can automate these choices, optimize in real time, and convert better with less effort.
Final Takeaway
If you’re running Amazon PPC campaigns without a strong match type strategy, you’re leaving sales on the table.
The difference between Broad, Phrase, and Exact match can determine whether you waste budget or scale profitably.
Let Bidventor help you get it right.
With intelligent bidding, match type optimization, and real-time automation, Bidventor ensures you get more conversions for less spend—no manual guesswork needed.👉 Ready to boost your Amazon PPC conversions? Try Bidventor today and transform your keyword strategy with AI-powered precision. 🚀
