Match Type (Broad / Phrase / Exact)

Match types are the primary lever for controlling waste in Amazon PPC. New campaigns typically start with broad-match auto-targeting to discover what converts, then convert winning search terms into exact-match campaigns where bids can be optimized aggressively. The standard pattern: auto-target broad → harvest winning search terms → migrate to exact-match campaigns at higher bids → add the winning terms as negative exact in the original broad campaign to prevent overlap. In our PPC analysis, exact-match campaigns convert at roughly 1.7x the rate of broad-match, justifying their higher per-click cost.