Exact vs Broad Match PPC for Amazon Sellers

Tired of Wasting Ad Spend? Master Your Amazon PPC Match Types

As an Amazon Seller, you know that running a successful campaign is the lifeblood of make money on Amazon. But if you’re spending money on clicks that never convert, you’re essentially pouring profit down the drain. The solution? A strategic, expert approach to Amazon PPC keyword match types—specifically, mastering the critical difference between Exact Match and Broad Match.

This isn’t just theory; it’s the proven strategy an Amazon Consultant uses to significantly drive Amazon sales and ensure your advertising budget works smarter, not harder.

If your current ad performance feels unpredictable, it’s time to call in the Amazon Experts at EHP Consulting. Learn how we can transform your ad spend into serious ROI on our Amazon Help page at ehpconsultinggroup.com.

🔍 Broad Match: The Discovery Tool

Think of Broad Match as casting a wide net. This match type is designed to capture the maximum number of potential searches. Your ad will show up for search queries that include synonyms, related terms, misspellings, and your keywords in any order.

When to Use Broad Match:

• Keyword Discovery: This is its superpower. Broad Match is an essential research tool for finding new, high-potential search terms that you didn’t think of initially.
• New Products: When you launch a new product and need to quickly gather data on how customers are searching for it, Broad Match is your go-to.
• Casting a Wide Net: Use it to capture general category traffic and maximize impressions.

The Broad Match Challenge

While Broad Match offers maximum visibility, it can lead to higher wasted spend if not managed correctly. You might pay for clicks from customers who aren’t quite ready to buy or are searching for a loosely related product. This is why aggressive negative keyword management is non-negotiable.

Expert Tip: For new campaigns, start with a lower bid on Broad Match keywords. Check your Search Term Report daily for the first week to find irrelevant terms and add them as Negative Exact or Negative Phrase keywords immediately.

For a deeper dive into optimizing your ad spend, read our guide on becoming a top-tier Amazon sales expert at ehpconsultinggroup.com/services.

🎯 Exact Match: The Conversion Machine

Exact Match is the laser focus of your PPC strategy. Your ad will only appear when a customer’s search term is an exact match to your keyword or a close variant (like plurals or minor misspellings).

When to Use Exact Match:

• Maximize Profitability: This match type is the most precise and delivers the highest conversion rates. Use it to double down on the proven keywords that drive sales.
• High-Intent Shoppers: Customers using Exact Match terms are typically further down the purchase funnel and know exactly what they want.
• Protecting Brand Terms: If you are a strong brand, use Exact Match to protect your brand name and ensure you win the top spot for those highly valuable searches.

The Exact Match Advantage

While Exact Match has a narrower reach, it provides the tightest control over your budget and the best chance for a profitable Advertising Cost of Sales (ACoS). An Amazon ads expert understands that an Exact Match keyword with a high conversion rate is the most valuable asset in an Amazon advertising expert’s arsenal.

🛠️ The Winning Strategy: A Broad-to-Exact Funnel

The best Amazon Sellers don’t choose one over the other—they use them together in a strategic, coordinated manner. This is often called the Keyword Harvesting or Broad-to-Exact strategy, and it’s a hallmark of an effective Amazon PPC Expert.

1. Phase 1: Discovery (Broad Match): Start by using Broad Match (and Phrase Match, which is a great middle ground) in dedicated “Research” or “Discovery” campaigns. The goal is to spend conservatively and gather data on actual customer search terms.
2. Phase 2: Refinement (Search Term Report): Regularly analyze your Search Term Report. Look for terms that generate multiple sales at a profitable ACoS.
3. Phase 3: Scaling (Exact Match): Once a search term proves its profitability in your Broad Match campaign, you “graduate” it into a new, separate “Exact Match” campaign. In this new campaign, you can afford to bid higher because you know the term converts.
4. Phase 4: Optimization (Negative Keywords): Crucially, once you move a term to an Exact Match campaign, you must add it as a Negative Exact Match keyword in the original Broad campaign. This prevents the two campaigns from competing against each other (known as “keyword cannibalization”) and keeps your ad spend focused.

This disciplined approach ensures you are constantly discovering new opportunities with Broad Match while maximizing profitability on proven winners with Exact Match.
For deeper insights into campaign structure and professional Amazon consulting, check out this great article from Jungle Scout on The Power of Amazon Keyword Match Types.

🛡️ Beyond PPC: Protecting Your Brand on Amazon

While optimizing your PPC is key to boosting sales, it’s only one part of maintaining a profitable Amazon business. Are fake or counterfeit products hurting your brand reputation and sales?

Counterfeits can destroy all the hard work your Amazon Expert puts into your PPC campaigns. We’re also the leading Amazon counterfeit removal expert. If you need to Remove Fakes, understand how to Remove Amazon Fakes, or want to Stop Fake Products on Amazon, our team specializes in Counterfeit removal on Amazon and helping you Remove Amazon Fakes quickly and legally. Dealing with an Amazon Fakes problem? We can show you How to remove fake on Amazon.

Learn about our full range of brand protection and Help selling on Amazon services, including how we handle Amazon Counterfeit issues, by visiting ehpconsultinggroup.com/brand-protection.

Ready to Elevate Your Amazon Advertising?

Mastering the balance between Exact Match and Broad Match is the foundational skill that separates successful Amazon Sellers from those who struggle. By implementing a smart, funnel-based strategy, you can turn your Amazon PPC into a scalable, highly profitable machine.

Ready to stop guessing and start earning? Our Amazon Consultant and team of Amazon sales expert professionals are here to help you refine your campaigns and protect your brand.

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Written By: Ahzel P. Miral
Email: [email protected] 
Website: http://www.ehpconsultinggroup.com
Number: 925-293-3313
Date Written: December 25, 2025