Amazon Match Type Explained (Broad, Exact, and Phrase)

Are you running ads on Amazon? Have you encountered a match type section? Are you willing to learn more about the match types (broad, exact, and phrase)?

Many sellers promote their products on Amazon through ads and end up with higher ACOS and ROAS. It is because they did not do R&D and use the best keywords and their match types.

Today, we will discuss the keyword match types in depth. This will help you decide what match type to use for your next campaign.

Amazon Match Types List

1. Exact match

The name exactly explains the match type. An exact match targeting refers to targeting specific keywords through Amazon PPC campaigns. Exact match targeting is a kind of filtered targeting that targets the core audience.

Your ad will be displayed to the customers who used the exact query to search for the product.

Here we will understand it with an example.

David is a seller who sells leather wallets on Amazon. He wants to advertise the product. To target the exact match, he will use “Leather wallets” as an exact match type.

Here, Amazon will display David’s ad on exact queries, its singular, plural, and misspellings. 

E.g., “Leather wallets”, “leather wallet”, “leather hallets”, etc.

Pros:

• You will target the core audience. You will get more qualified clicks.
• The chances of conversion are higher.

Cons:

• Your audience reach will be limited.

You are losing the audience with broader queries like leather wallets for the gift”,” leather wallets for men,” etc.

2. Broad match

The broad match type has a broader reach of the audience set. You can reach a huge number of people.

Let us understand with the above example of leather wallets. If you use the keyword “Leather wallets” as a broad match type. It will broaden your reach on Amazon.

Your listing ad will be displayed on multiple numbers of keywords, including misspellings, exact, related, synonyms, or having at least one word out of leather or wallet, etc.

For e.g., leather wallet for men, green leather wallet for men, wallet, leather purse, leather pouch, etc.

Here, the reach is wide, but using a broad match campaign type, it will incur unwanted clicks. This will let you lose money on unwanted clicks generated through irrelevant search terms.

Pros: 

• Reach the broader audience.
• New keyword discovery, you can check in the campaign keywords reports.

Cons:

• Irrelevant clicks, fewer conversions.
• Budget exhaust frequently.

3. Phrase match

A phrase match type indicates targeting ads on queries that contain the targeted phrase. Amazon will show your ads on such queries that have the mentioned phrase.

We will take the same above example of leather wallets. Targeting “leather wallets” as a phrase match type will display ads having prefixes, suffixes, and misspelled phrases.

E.g., a Black leather wallet, a brown leather wallet, leather wallets for men, leather wallets for gifts, I want to buy a leather wallet, leather wallet with 6 pockets, etc.

Phrase match type is always the best choice to get the best out of the campaign. Running ads with phrase match type ensures higher conversion and broader reach.

Pros:

• Higher reach to a targeted audience.
• Potential clicks, high conversion.

Cons:

• Less reach than broad type, but more targeted than broad match type.

Which Match Type is Best for Amazon Advertising?

Each match type has its pros and cons as we discussed above. If you are an established or old seller, you should go for the phrase match type. It will help you gain more sales and stay ahead of the competition.

If you are a new seller, then you should use a broad campaign match type for 15-30 days. This will help you interact with new queries that users search for to find products similar to you. Once you prepare a list of potential keywords, switch to phrase match type.

Exact match is ideal for those sellers whose product has a core or a filtered product audience. This way, they can get the best running of the exact match type.

At DigiGyor, we provide the best Amazon assistance. Using our Amazon PPC agency, many Amazon brands have lowered their ACOS and generated good sales volume every month.

If you are struggling with ad campaigns, do give us a call or connect with us by filling out a short form. Our team will respond and provide you consultant on demand.