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The Ultimate Amazon PPC Keyword Strategy: Broad, Phrase & Exact Match

Amazon PPC success hinges on choosing the right keyword match types to optimize ad spend and maximize sales. Understanding how to strategically use Broad, Phrase, and Exact Match keywords can significantly impact your campaign performance. Here’s a breakdown of how to use each match type effectively.

1. Broad Match: Expanding Reach and Discovery

Broad Match allows your ad to appear for variations, synonyms, and related searches, making it ideal for increasing visibility.

Action Tip: Use Broad Match to discover new keywords, but pair it with negative keywords to filter out irrelevant traffic and improve efficiency.

2. Phrase Match: Balancing Reach and Relevance

Phrase Match ensures that your ad appears only when the search query includes your keyword in the exact order, but with additional words before or after.

Action Tip: Use Phrase Match to target more relevant searches while still allowing some flexibility. This match type is great for refining Broad Match discoveries.

3. Exact Match: Precision Targeting for High Conversion

Exact Match keywords trigger ads only when the search term exactly matches your keyword or close variants, making it the best option for conversion-focused campaigns.

Action Tip: Use Exact Match for high-performing, proven keywords to maximize ROI. It’s ideal for targeting buyers who are closer to making a purchase.

4. Combining Match Types for Maximum Impact

A balanced Amazon PPC strategy involves using all three match types effectively:

  • Start with Broad Match to gather keyword data.

  • Move valuable discoveries into Phrase Match for better targeting.

  • Shift top-performing keywords to Exact Match for maximum conversions.

Action Tip: Regularly analyze search term reports and shift keywords between match types based on performance.

5. Implement Negative Keywords to Save Budget

Adding negative keywords prevents wasted ad spend by blocking irrelevant searches that don’t convert.

Action Tip: Continuously update your negative keyword list to filter out low-converting search terms and improve efficiency.

Final Thoughts

A well-structured Amazon PPC keyword strategy using Broad, Phrase, and Exact Match can drive more sales while keeping ad costs under control. By strategically shifting keywords between match types and leveraging negative keywords, you can optimize your campaigns for higher profitability.
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