Match Type Funnel
Last updated: February 17, 2026
What is a match type funnel?
A match type funnel is an Amazon PPC campaign structure in which keywords are systematically moved from broad to narrow match types. The principle works like a funnel: at the top, many potential search terms are captured through broad match, and the best of them gradually move down into phrase and finally exact match campaigns.
This structure lets you discover new profitable keywords while keeping maximum control over your proven top performers. Negative keywords ensure that every search query is served in only one campaign, which avoids keyword cannibalization.
Table of contents
How it differs from match types
While match types (broad, phrase, exact) describe the technical setting at the keyword level, the match type funnel is an overarching campaign-structure strategy.
Match Types
- • Technical keyword setting
- • Defines how ads are served
- • Applies to individual keywords
- • Broad, phrase, or exact
Match Type Funnel
- • Strategic campaign structure
- • Defines the keyword workflow
- • Applies to the entire campaign architecture
- • Uses all match types systematically
How a match type funnel is structured
A classic match type funnel consists of three separate campaigns that are kept apart from one another through negative keywords.
Discovery campaign (broad/auto)
Goal: discover new search terms. Here you use broad match keywords or automatic campaigns to identify potential winning keywords.
Research campaign (phrase)
Goal: validate keywords. Promising search terms from the discovery phase are tested more precisely here to confirm their profitability.
Performance campaign (exact)
Goal: maximum control. Proven top keywords land here with precisely adjusted bids for optimal profitability.
The keyword workflow inside the funnel
The workflow describes how keywords travel through the funnel and how negative keywords hold the structure together.
Step by step
- 1.Identify high-performing search terms in the search term report of the broad campaign
- 2.Move them into the research campaign as phrase match
- 3.Add them as a negative phrase keyword in the broad campaign
- 4.After further validation: move top performers into the performance campaign as exact match
- 5.Add them as a negative exact keyword in the phrase campaign
The result: every search term is served in only one campaign, data accumulates in a single place, and bids can be optimized precisely.
Advantages of this structure
- ✓No cannibalization: clear assignment of search terms to campaigns
- ✓Better data quality: performance data is concentrated in one place
- ✓Scalable discovery: continuous discovery of new keywords
- ✓Precise bid control: steer top keywords with individual bids
- ✓Lower ACoS: more efficient budget use thanks to a clear structure
Frequently asked questions (FAQ)
Do I really need three separate campaigns?
The three-campaign structure is the classic approach, but you can also start with two stages (broad/auto + exact). What matters is the principle: keywords are “promoted” based on performance and kept separate through negative keywords.
How often should I move keywords through the funnel?
That depends on your traffic. With enough data (at least 10–20 clicks or 1–2 conversions), a keyword can move to the next stage. A weekly review is a good rhythm.
Does the funnel also work for Sponsored Brands?
Yes, the principle transfers. However, the available match types and negative options differ slightly. With Sponsored Brands, negative broad match is additionally available.
Related terms
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