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Amazon Ads

Broad, Phrase and Exact Match in Sponsored Product Ads


Amazon Advertising offers three types of match types – broad, phrase, and exact – each with unique use cases. 

Broad match keywords are used to explore and learn your seed keywords. With broad matches, your ad can appear when customers search for the target keywords or close variations like plural forms or synonyms.  In this example, our target keyword is silver photo frames; the customer query includes this and other relevant keywords. 

Phrase match type is more restrictive than the broad match, and your ads are eligible to appear when a user searches for the target keywords or the target keyword in the same order along with additional keywords before or after the target keyword.  In this example, our target keyword is picture frame 10×8; the customer query includes the same or additional word silver, silver glitter and inch. 

Exact match keywords only work when the customer query matches the target keywords. It is much more restrictive than the broad phrase, but it does not mean these keywords are better than others. So, you’d want to test all three types. 

Let’s see an example where all three keyword types are in a group within one campaign. All keywords are the same with the same bid. 

  • The broad keywords are more efficient with the lowest ACoS.
  • The Exact match performs better in sales, but ACoS is the worst compared to the other two. 

So, testing all three match types and building the campaigns’ efficiency is a good practice.


If you need help optimising your Amazon Advertising campaigns, don’t hesitate to contact us today. Our team of experts is ready to assist you in achieving your goals and driving more sales for your business. 


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