If you are confused about the match types of Amazon PPC Manual Campaigns, then you should read this post to clear this up.
Broad Match: When you opt for a broad match, your product will appear when shoppers’ search terms containing all of your keywords irrespective of the sequence.
For example, if you target “Coloring Books”, your product will also appear in the search result of “kids’ books for coloring”. By using a broad match, your product will get more exposure and you will discover new keywords that you would be missing out on otherwise.
Phrase Match: The sequence of the words is the main thing that differentiates it from a broad match. Amazon will show your results when the search contains the same phrase or adds additional words before or after that phrase.
For instance, if you target “best coloring book” your ad will also appear when someone searches “best coloring book for girls”.
Exact Match: It is the most restrictive match type, and brings the most relevant traffic to your listing. Make your ads eligible only when the search term exactly matches your keywords.
For example, if you target “Coloring Book” your ad will show up when someone searches “Coloring Book” or “Coloring Books”.
Your control over your campaigns will increase as you move from Broad to Exact, and most probably CPC will increase.
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