Have you ever analysed which keyword match types generate efficient sales in your ad campaigns, and which ones you should scale up? I have examined one account’s Target tab, and here is what I found:
Overall Totals & Efficiency
- Phrase Match leads in volume with 21,051 total orders at a solid 29.33% average ACoS. It’s the clear winner for scale while staying reasonably efficient.
- Broad Match delivers strong volume (15,800 orders) but the worst efficiency at 31.48% ACoS – more traffic, but costlier.
- Exact Match is the most profitable per sale (27.38% ACoS – lowest of the three) but generates the least volume (3,313 orders). It’s a precision tool, not a volume driver.
Quick ranking:
- Phrase → Best overall balance (volume + efficiency)
- Exact → Best ROI
- Broad → Highest volume, highest cost
Trend Breakdown (Orders = blue line | ACoS = orange line)
Phrase Match
- Orders: Slow start → steady climb from mid-2024 → strong growth through 2025, peaking ~1,900–2,000 orders around mid-2025. Sharp dip in Aug/Sep 2025, recovery into late 2025, then noticeable drop into early 2026.
- ACoS: Started very high (~120–180) → dropped quickly and stabilised nicely around 30–40% for most of the period (excellent improvement).
Broad Match
- Orders: Explosive early spike (May/June 2024 peak ~2,400), cooled off, then consistent upward trend with another big peak ~2,400 in July 2025. Steady decline since then into early 2026.
- ACoS: Started extremely high (~140+) → improved but stayed the highest of the three for most of the timeline, ending in the 30–40 range.
Exact Match
- Orders: Very flat and low through most of 2024–mid-2025 → sudden strong growth starting ~Oct 2025, peaking ~550 orders around Dec 2025/Jan 2026, then declining.
- ACoS: Early spike (~100) → dropped and fluctuated lower than the others for most of the run, ending around 40–50% (still the most efficient).
Key Takeaways & Patterns
- Volume leader is Phrase — it consistently outperformed the others in raw orders while keeping ACoS competitive.
- Efficiency leader is Exact — lowest cost per sale, but it only really “woke up” in late 2025.
- Broad is the high-volume/high-cost engine — great for reach, but you’re paying a premium for that traffic.
- Common pattern across all three: Big mid-2025 peak (seasonal ) followed by a clear downward trend in orders into 2026. ACoS lines generally improved or stabilised after the initial learning phase.
- Recent performance (late 2025–early 2026): Orders dropping across the board while ACoS holds relatively steady (seasonal)
Bottom line: Phrase match is carrying the bulk of your sales profitably.
Exact is your most efficient channel (scale it aggressively now that it’s finally growing). Broad is delivering volume but dragging efficiency — consider tightening negatives or shifting budget toward Phrase/Exact unless you specifically need maximum reach.
Would you like a live, complimentary analysis of your Amazon advertising? Get in touch.
