22-Jul-2025 Amazon Marketing Admin
Amazon has become one of the most powerful platforms for eCommerce brands to connect with buyers—especially in highly competitive markets like the UK. But to fully unlock Amazon’s advertising potential, you need to understand one key element: keyword match types.
Whether you’re launching a new campaign or refining an existing one, mastering match types in Amazon PPC marketing can dramatically improve ad relevance, cost efficiency, and conversion rates.
In this article, we’ll break down the different keyword match types and how working with an expert Amazon PPC Marketing agency can help UK-based sellers scale smarter.
Keyword match types determine how closely a customer’s search term must match your target keyword for your ad to appear. Choosing the right match type ensures that your ads are shown to the right audience—at the right time—while keeping your ad spend efficient.
There are four key match types on Amazon:
Let’s explore each in more detail and understand how to apply them in your UK-based campaigns.
A broad match keyword will trigger your ad when a customer’s search query contains all your keyword terms, regardless of order and including related variants (like synonyms, plurals, or misspellings).
Example:
Target Keyword: wireless headphones
Your ad could show for: headphones wireless, Bluetooth headphones, wireless earphones
High reach and impressions
Great for discovering new search terms
Helpful in early-stage campaigns
May trigger irrelevant searches
Risk of high spend with low conversions
An experienced Amazon PPC Marketing agency in the UK can use broad match keywords strategically for research and then refine campaigns as data is collected.
Phrase match ensures that your ads appear when the search query contains your exact keyword phrase in the same order, but may include additional words before or after.
Example:
Target Keyword: wireless headphones
Your ad could show for: best wireless headphones, wireless headphones UK
More targeted than broad match
Better ad relevance
Lower risk of irrelevant traffic
Less reach than broad match
May still include non-converting variations
Phrase match is ideal for mid-funnel targeting, helping sellers in the UK connect with more purchase-ready shoppers.
With exact match, your ad appears only when the shopper's query matches your keyword exactly—no additional words, only close variants (like plural/singular).
Example:
Target Keyword: wireless headphones
Your ad could show for: wireless headphone or wireless headphones
Highest ad relevance
Strong CTR and conversion rates
Ideal for high-performing keywords
Limited reach
Requires detailed keyword research
At Brandscape Ventures, we often reserve exact match keywords for products with proven performance, helping UK sellers boost ROI with surgical precision.
Negative keywords are phrases you don’t want your ads to appear for. This helps filter out irrelevant or low-converting traffic.
Example:
Product: premium wireless headphones
Negative Keywords: cheap, kids, refurbished
Reduce wasted ad spend
Improve conversion rates
Boost ACoS and campaign health
Most Amazon sellers in the UK neglect this powerful match type, but a skilled Amazon PPC Marketing agency will actively monitor search term reports and continuously update your negative keyword list.
Choosing the right keyword match types depends on:
Your campaign goals (awareness vs. conversions)
Product lifecycle stage
Available budget
Seasonality or local buying trends in the UK
Here’s a simplified match type strategy to consider:
| Campaign Stage | Recommended Match Type |
|---|---|
| Launch (exploration) | Broad Match + Phrase Match |
| Growth (scale-up) | Phrase Match + Exact Match |
| Optimization (ROAS-focused) | Exact Match + Negative Keywords |
By working with an expert team like Brandscape Ventures, your campaigns can be customized based on product category, buyer behavior in the UK, and past data trends.
Regularly Review Search Term Reports
Discover what users are actually searching and adjust match types or add negatives accordingly.
Segment Campaigns by Match Type
Avoid mixing broad, phrase, and exact in one campaign to control performance better.
Start with Manual Campaigns
Use automated campaigns to discover new keywords, but manage performance with manual targeting and match types.
Bid Differently by Match Type
Broad match may require lower bids, while exact match can justify higher bids due to better ROI.
At Brandscape Ventures, we help UK-based Amazon sellers navigate the complexities of match types, campaign structure, and budget control.
We deliver:
Keyword research based on UK search intent
Custom campaign setups by product category
Match type strategies tailored to funnel stages
Ongoing optimization for ACoS, CTR, and ROAS
Negative keyword audits and implementation
Whether you're just starting or scaling up, our team ensures every penny of your PPC budget is spent strategically.
📩 Want to optimize your Amazon PPC campaigns in the UK?
Let’s talk → Contact Us
Understanding and applying the right keyword match types can transform your Amazon PPC campaigns from chaotic to calculated. Whether you're reaching new audiences with broad match, refining traffic with phrase match, dominating top terms with exact match, or saving money with negative keywords, each match type serves a purpose.
To maximise ROI and compete effectively in the UK market, consider partnering with an experienced Amazon PPC Marketing agency like Brandscape Ventures. We’ll help you turn keyword data into real business growth.
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