Amazon Advertising: Broad, Exact & Phrase Match Types Explained

By Nojus Latvinskas

October 06, 2023

When it comes to running a successful Amazon PPC (Pay-Per-Click) campaign, understanding keyword match types is critical. Amazon provides three main match types for advertisers: Broad, Exact, and Phrase. There’s also a lesser-known, but highly effective, variation called Broad Match Modifier. Each of these match types serves a unique purpose in how they match a customer's search terms to your keywords.

In this article, we’ll dive into each match type, explain the difference between search terms and keywords, and offer examples so you can optimize your PPC campaigns effectively.

What’s the Difference Between Keywords and Search Terms?

Before we dive into the match types, it’s important to clarify the difference between a keyword and a search term.

Keyword: The specific word or phrase that advertisers choose to target within their Amazon PPC campaigns. These are the terms for which your ad may appear when a user searches.
Search Term:The actual word or phrase a customer types into Amazon’s search bar.

For example, if you're targeting the keyword "running shoes," a customer might search for "best running shoes for men" — this is the search term. How closely the search term matches your keyword depends on the match type.

Amazon Advertising Match Types

Amazon offers four types of keyword matching for ads: Broad, Exact, Phrase, and Broad Match Modifier. Each has its own level of targeting specificity, which impacts how and when your ad is shown.

1. Exact Match

Exact match is the most restrictive match type. Your ad will only be shown if the search term exactly matches the keyword, or if it’s a close variant (such as plural forms or common misspellings). This type ensures that your ad appears for very specific searches.

Best for: Targeting highly relevant, specific traffic that’s likely to convert.

Keyword	Search Terms Triggered
Running shoes	Running shoes
	Running shoe
	Runnning shoes (common misspelling)
	Running shoes (plural or singular)

2. Broad Match

Broad match gives your ad the widest possible reach. It allows your ad to appear when a customer’s search term includes your keyword or any variation of it, in any order. This includes related terms, misspellings, and synonyms.

Best for: Increasing brand visibility and discovering new keyword opportunities.

Keyword	Search Terms Triggered
running shoes	best running shoes
	shoes for running
	running sneakers
	athletic shoes

3. Phrase Match

Phrase match strikes a balance between broad and exact match types. Your ad will appear when the search term contains your keyword in the exact order, but it can include other words before or after.

Best for: Targeting search terms that contain a specific phrase while allowing for variations.

Keyword	Search Terms Triggered
running shoes	Best running shoes for men
	Running shoes for marathon
	Buy affordable running shoes
	Red running shoes

4. Broad Match Modifier

Broad match modifier gives advertisers more control than broad match while still allowing for flexibility. By adding a "+" sign before any word in your keyword, you ensure that the word must be included in the search term, though the order of words can still vary.

Best for:Finding a balance between flexibility and targeting specific important words.

Keyword	Search Terms Triggered
+running +shoes	Best running shoes
	Shoes for running
	Running sneakers
	Affordable running shoes

Optimizing Your PPC Campaign With Match Types

Each match type offers unique advantages and is suited for different goals within your Amazon PPC campaigns. To make the most of your campaigns, use a combination of these match types based on your objectives:

Broad match: Start with a broad match to gather data and identify new, relevant search terms you may not have considered.
Phrase match: Use this when you want to include your keyword phrase while allowing some flexibility for search terms.
Exact match: Ideal for targeting highly specific searches that match your product exactly, ensuring relevance.
Broad match modifier: Strike a balance between broad and phrase match by requiring certain words while still allowing for variations.

Final Thoughts on Amazon PPC Match Types

By understanding the differences between broad, exact, phrase, and broad match modifier types, you can fine-tune your Amazon advertising strategy. Each match type has a specific role, whether you’re aiming for a wide net or precise targeting. Use a combination of these match types to optimize visibility, reach, and relevance.

If you are not sure which match types are the right for your products to maximize the ad exposure and sales growth, feel free to contact us for a customized Amazon advertising help!