AMZPPC

Understanding Broad, Phrase, and Exact Match for Amazon Sponsored Products

I see a great deal of confusion about Phrase and Exact match in Amazon Sponsored Product. 

Amazon is taking a que from Bing and AdWords with those one, as these are not new concepts but new to Amazon.

Phrase and Exact matches made their way into Amazon US' sponsored Products in Mid 2015, and Amazon UK in Late 2015.

Let's break down Phrase and Exact match types and see how they are different from Broad.

-----

Broad/Phrase/Exact

Broad: Somewhat similar to keyword provided

Example Keyword: Stretch Band

Example Customer Search Term: Latex exercise band

 

Broad/Phrase/Exact

Phrase: Includes words in search term, maybe more

Example Keyword: Stretch Band

Example Customer Search Term: Latex stretch band

 

Broad/Phrase/Exact

Exact: Includes only words in search term

Example Keyword: Stretch Band

Example Customer Search Term: Stretch Band

---------

What it means as an advertiser

Broad: Higher likelihood to have a high aCos

Phrase: Good for getting closely matched searches

Exact: Highly targeted and precise

 

My Recommendation

Use them all and trim down. For each keyword you add into an Ad Group, ad the same word for Broad, Phrase, and Exact. If one of them does not hit your aCos target over a period of time, or spends more than 10$ without a sale, it can generally be paused, or the bid dropped.

There are some ideologies around making isolated ad groups for one or many phrase or match terms, but in most cases this is unnecessary. Putting all of your match types saves you from having to manage multiple ad groups, especially as your product line grows.