If you’re dipping your toes into Amazon Advertising, getting to grips with keyword match types is key to making your ads work smarter. Amazon uses three main ones – Broad, Phrase, and Exact – to decide which shopper searches trigger your ads. Each has its place, balancing reach with relevance. Let’s break them down simply, with real examples and why they matter.
Broad Match: Cast a Wide Net
This is the broadest option, giving your ads the biggest exposure. Your ad can appear if a shopper’s search includes all your keyword terms in any order, plus variations, synonyms, or related words.
- Example: Keyword “toys” might match “toys 1 year old” or even “baby toys for toddlers”.
- When to use it: Great for uncovering new search terms that perform well and racking up impressions. Perfect for discovery in the early days.
Phrase Match: A Happy Medium
Here, the search must include your exact phrase or word sequence, but extra words can pop up before or after.
- Example: Keyword “boys toys” matches “boys toys age 6” or “boys toys age 5”, but not “toys for boys” (wrong order).
- When to use it: For scaling up keywords that have proven themselves, while keeping some control over the word order.
Exact Match: Pinpoint Precision
The strictest type, for top relevance. The search must match your keyword exactly, or very close (like plurals or minor tweaks).
- Example: Keyword “outdoor playhouse” matches “outdoor playhouses”, but not “red outdoor playhouse”.
- When to use it: For high-intent keywords you’ve tested, or protecting your brand terms with tight spending.
Real Data from One of Our Accounts
We’ve crunched the numbers year-to-date in an account we manage, and it’s eye-opening:
- Broad: ACOS 12.49% | CVR 14.12%
- Phrase: ACOS 9.76% | CVR 18.61%
- Exact: ACOS 8.16% | CVR 21.96%
Broad brings in volume but higher costs, while Exact nails efficiency with better conversions. Phrase sits nicely in the middle.
Test All Three – Don’t Assume!
When setting up keyword campaigns, include all three match types in separate groups and monitor how they fare.
Start experimenting with these today – it could transform your ad performance. Fancy a live audit of your Amazon ads account? Get in touch, we’d love to help.
