Match Types
Last updated: January 12, 2025
What are Amazon match types?
Amazon match types, or keyword match types, are rules that advertisers set for their Pay-per-Click (PPC) campaigns. They define how closely a customer's search query has to match a stored keyword in order for an ad to be served. This feature is the central control element for steering when ads appear and for targeting the right audience with precision.
Each match type offers a different balance of reach versus relevance. While a broader type maximizes visibility and helps you discover new search terms, a more restrictive type ensures ads only appear for highly relevant searches. A well-considered combination of these types is the key to optimizing your advertising budget.
Table of contents
Why match types are essential for keywords on Amazon
The strategic use of match types is fundamental to running advertising campaigns on Amazon successfully. Without them, ads would appear uncontrollably across a wide range of search queries, which can drive up costs through irrelevant clicks.
This has a direct impact on important performance metrics such as the Advertising Cost of Sales (ACoS) and the click-through rate (CTR). Precise targeting leads to more relevant ads, which lifts the click-through rate and lowers the cost per conversion.
The right match type for every strategy
Broad match
This type offers the greatest reach. Ads are shown for search queries that are loosely related to the keyword. That includes synonyms, common misspellings, and related terms.
Phrase match
Phrase match is a middle ground between reach and control. Ads appear when the search query contains the exact keyword phrase in the correct order.
Exact match
This is the most restrictive match type. The ad is only served when the search query exactly matches the keyword. Ideal for proven, high-converting keywords.
The power of exclusions: negative match types
Negative match types are just as important as the positive ones, because they actively prevent wasted spend. They exclude your ads from being served for specific search terms and make sure your advertising budget is not wasted on irrelevant clicks.
Match types in action: a practical example
Imagine you sell “blue cork yoga mats” and use the keyword “cork yoga mat”:
- Broad match: Appears for “cork mat for yoga”, “natural material fitness mat”
- Phrase match: Appears for “best cork yoga mat”, “buy cork yoga mat”
- Exact match: Appears only for “cork yoga mat” or “cork yoga mats”
Frequently asked questions (FAQ)
What are match types in Amazon PPC?
Match types are rules that determine how closely a customer's search query has to match your booked keyword for your ad to appear. The three main types are broad match, phrase match, and exact match.
How do match types affect the cost of my PPC campaigns?
Match types have a direct impact on advertising costs. Broad match can generate many clicks, but also irrelevant ones, which raises ACoS. Exact match tends to lead to higher conversion rates thanks to more specific purchase intent.
What are negative match types?
Negative match types prevent your ads from being served for specific search terms. They are crucial for campaign efficiency, because they avoid unnecessary spending on clicks without purchase intent.
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