Amazon PPC

Amazon Match Type Segmentation Guide

When Exact, Phrase, and Broad are blended in one structure, high-intent terms often lose delivery while exploratory terms absorb too much spend. A segmented match-type system assigns one traffic job to each layer and makes optimization decisions cleaner.

Define one job per match type

• Exact: capture validated high-intent queries with stable conversion quality.
• Phrase: expand query variants and discover adjacent buying intent.
• Broad: run controlled exploration for net-new search opportunities.

Budget split baseline

• For mature accounts, start near 50% Exact / 30% Phrase / 20% Broad.
• During launch, Broad can increase to 30%-35% but requires strict daily loss limits.
• If inventory cover drops below 21 days, cut Broad first to protect Exact continuity.

Query migration loop

1. Review the search term report weekly by clicks, orders, and ACOS.
2. Promote qualified Phrase/Broad queries into Exact with dedicated bids.
3. Add non-converting overspend terms into negative keyword controls.
4. Keep source terms at reduced bids for 3-7 days to avoid abrupt traffic drops.

Prevent internal cannibalization

• Add exact negatives in Phrase/Broad for terms already owned by Exact campaigns.
• Separate match types into distinct campaigns so budget ownership stays explicit.
• Apply dayparting after segmentation, prioritizing stronger windows for Exact traffic.

Takeaway

Match-type segmentation works when each layer has a clear role: Exact captures proven demand, Phrase scales structure, and Broad explores. With that separation, query promotion and negative controls improve efficiency without fighting each other.