4.1 Keyword Match Types¶
What this page teaches: Broad, phrase, and exact control how closely a shopper search must match your keyword.
Why this matters in real accounts: This topic affects money, visibility, campaign control, reporting clarity, or team execution. Understanding the business reason first makes the console steps much easier to learn.
Practical workflow: - Collect seed keywords from listings, competitors, autocomplete, tools, and reports. - Launch discovery campaigns with controlled budgets. - Mine search terms after enough clicks or spend. - Promote proven terms into exact campaigns. - Negate waste or harvested terms based on structure.
Worked mini-example: The keyword "beer bong" may match the search term "beer bong funnel for party." If that search term gets orders at target [[ACOS]], harvest it into exact match.
Common beginner mistakes: - Confusing keyword with customer search term. - Promoting terms too early from one lucky sale. - Adding negatives without checking whether another campaign needs the traffic.
Definition of done: - The learner can explain the topic without jargon. - The learner can name the report, console area, or data input used for this topic. - The learner can describe one safe action, one risky action, and one escalation trigger.
Merged from Complete Data-Filled Guide¶
Complete data-filled section notes¶
Targeting decides when your ad is allowed to show. Match types decide how closely a shopper search must match your keyword.
Keyword match types¶
| Match type | Volume | Precision | Best use | Main risk |
|---|---|---|---|---|
| Broad | High | Low | Discovery | Irrelevant spend |
| Phrase | Medium | Medium | Refinement | Still catches some waste |
| Exact | Low | High | Proven winners | Misses discovery volume |
Broad match catches many variations. Phrase match keeps the phrase in order. Exact match focuses on the exact term or close variations. A healthy account usually uses all three, but for different jobs.
Migration pipeline¶
Broad -> Phrase -> Exact -> Scale and optimize
Start broad enough to discover real customer language. Move converting terms into Phrase or Exact. Then add negatives in the source campaign so the same term does not keep competing in the discovery bucket.
Product targeting¶
Use ASIN targeting to target your own products for defense or competitor products for conquesting. Use category targeting when you want scale, then refine by price, brand, rating, or Prime eligibility.
Audience targeting¶
Sponsored Display and DSP can target remarketing, in-market, lifestyle, purchase, and custom audiences. Use remarketing once you have traffic. Use lifestyle and in-market audiences when you have enough budget to learn.
Auto targeting buckets¶
Close Match is the safest. Loose Match is broader. Substitutes targets similar products. Complements targets related products that go with yours. Auto campaigns are useful discovery engines when paired with regular search term mining.
Match type quick reference¶
| Match type | Example keyword | Can match | Best role |
|---|---|---|---|
| Broad | running shoes | best men's running shoes sale | Discovery |
| Phrase | "running shoes" | cheap running shoes | Refinement |
| Exact | [running shoes] | running shoes | Scaling winners |
Common mistake¶
Starting with only Exact Match can feel safe, but it blocks discovery. Starting with only Broad can gather data, but it can waste money without negatives.
Operator checklist¶
- Explain the topic in plain English.
- Identify the report, console area, or input data needed.
- Make the smallest safe change first.
- Log the action, reason, and expected review date.
- Escalate if the issue touches policy, inventory, account health, or large budget changes.