What Is Phrase Match In Amazon PPC Campaign And How To Make The Most Out Of It

If you’ve ever wondered what phrase match means in Amazon PPC campaigns and how to use it effectively, you’re in the right place.

In my recent YouTube video, I sat down with Kris (Hristo) and Adrian from AdFixer, experts who have built automation software for Amazon PPC and run the agency Amvisible.

Together, we broke down what phrase match is, how it compares to broad and exact match types, and why it can be a smart choice for advertisers with smaller budgets or niche products.

We also shared practical tips on optimizing phrase match campaigns through keyword research, monitoring search term reports, and applying negative keywords to improve performance.

This article recaps our conversation and shares key insights to help you refine your Amazon PPC strategy and use your budget more effectively.

Get a 14 Day Free Trial + 20% Off Recurring Discount on AdFixer

____________

Phrase Match In Amazon PPC Campaign

Vova: Hey, so what exactly is the phrase match in Amazon PPC?

And what are some smart tips and tricks to use phrase match that can really boost your Amazon PPC results?

Well, in this conversation, you’re going to find out the answers.

Today, I’m joined by Kris (also known as Hristo) and Adrian, the creators of AdFixer.

Watch the full video down below to discover what this amazon tool can do for you and how to use it.

-: Learn How To Use Adfixer :-

Kris and Adrian aren’t just about the software, they’re also the co-founders of Amvisible, which is an agency that works with Amazon sellers.

So today, we’re going to dive into phrase match, what it is, how it works, and how it can really help you with your Amazon PPC.

Thanks for joining us, guys!

It’s great to have you here.

Kris: Thanks for having us!

My name is Hristo, and I’m one of the co-founders of AdFixer as well as Amvisible.

And with me is my colleague Adrian.

Adrian: Hey everyone, I’m Adrian.

Let’s jump right in.

What is Phrase Match

Adrian: First, we should explain what phrase match actually is.

Phrase match is when you have a keyword, but you can have different words placed before or after that exact phrase.

It’s kind of the perfect middle ground between broad match and exact match.

It works really well for people with smaller advertising budgets or those selling more niche products.

You can still use phrase match for keyword research, but you won’t get as broad or wide results as you would get with broad match.

Basically, phrase match helps you target your audience more precisely.

So, it’s great if you want to focus on conversions rather than just reaching a huge number of people.

When you use broad match, you might get a lot of impressions but fewer actual sales.

With phrase match, you usually get better conversions because your ads are shown to people who are closer to buying.

If you have a lower budget and sell niche products where you can target specific keywords, phrase match is definitely the way to go.

It lets you be more focused in your advertising and avoid wasting money on irrelevant clicks, unlike broad match.

What Phrase Match Looks Like

Vova: Can you share an example of what a phrase match actually looks like?

Like, if we pick some random phrase or keyword, what would a phrase match look like?

What does it really mean in practice?

Adrian: Sure!

Let’s say you’re using the keyword “water bottle” as a phrase match.

With this technique, Amazon can show your ad with words before or after that exact phrase.

So, you might get things like “mineral water bottle” or “bottle water one liter.”

Anything that has words right before or right after your phrase counts.

This keeps your targeting pretty focused.

It’s different from broad match, where your keywords can be spread out or have extra words in between.

Broad match can get way broader and sometimes include words that don’t really relate to your product at all.

So phrase match is kind of like a middle ground; it lets you reach the right people without being too broad.

Vova: Cool, cool.

Thanks for breaking that down.

===

Read This Guide Before Starting Amazon PPC: Do This Before You Turn On Amazon PPC

===

How to Use Phrase Match for Research

Vova: Do you have anything else to add about phrase match?

Maybe some ideas on how to really use it well?

Like from your experience, are there certain situations or success stories where phrase match worked especially well?

Maybe some tips for when to use it?

Kris: Yeah, you can definitely use phrase match for research.

For example, let’s say you start with the keyword “water bottle.”

Then, you look at the search terms people actually click on and, more importantly, what they convert to a purchase.

So maybe they start with “water bottle,” but the term they really buy from is “water bottle one liter.”

If that fits your product, say your product is exactly one liter of water, that’s a strong sign.

When you see a keyword that generates sales, you can take that exact keyword and put it into a different campaign as an exact match.

Then, you check what bid got you those sales and adjust accordingly.

This way, you’re optimizing your campaigns by focusing on the keywords that actually convert, whether they came from broad or phrase match.

Adrian: Exactly.

Also, when using phrase match, you really need to pay attention to the search terms report and use negative keywords.

For instance, you might see an 80% ACoS (Advertising Cost of Sale) on a phrase match keyword, but it could be because one or two search terms that trigger your ad are completely irrelevant.

By adding those irrelevant search terms as negative keywords, you can bring your ACOS down to a much better range.

Once you remove those negatives, your phrase match keywords become fully optimized.

It’s all about fine-tuning your campaigns to get the best return on your ad spend.

Vova: Very cool!

So, just to remind everyone, Kris and Adrian have put together an exclusive offer for you on AdFixer’s services.

Get a 14 Day Free Trial + 20% Off Recurring Discount on AdFixer

If you’re feeling a bit overwhelmed or confused by your own Amazon PPC campaigns, that’s totally normal, there’s a lot to manage.

AdFixer can actually automate this whole process using a proven formula that Kris and Adrian have developed.

Now, it’s all packed into a software solution that runs that formula and applies it directly to your products.

This makes things a lot easier.

I've also got a special deal for Amvisible, which is the agency run by Adrian and Kris.

So, if you want expert help, that’s another great option.

Flash My Name At Amvisible And Save Big

Thanks so much for being here today, guys.

Unless there’s anything else you want to add, I think that wraps up our conversation.

Kris: If anyone wants, they can book a meeting with us through AdFixer or Amvisible.

We offer a free consultation, no charge at all for the first one.

Get Free Consultation With AdFixer

It’s a chance for us to look at your campaigns, see what might be going wrong, and figure out how we can help.

Our goal is really to make sure everyone’s happy with their results.

Vova: Sounds great, man.

Thank you so much!

Adrian and Kris: Bye! Thanks for having us! :)

____________

Conclusion

To sum up, phrase match offers a focused way to target potential customers on Amazon by allowing your ads to show when searchers include your keyword phrase with additional words before or after it.

It sits between broad and exact match, making it especially useful for niche sellers or those managing limited budgets.

The key to success with phrase match lies in careful analysis of search term reports and the strategic use of negative keywords to eliminate irrelevant clicks.

By turning high-converting phrase match keywords into exact match campaigns, you can better control your bids and improve your return on ad spend.

If Amazon PPC feels overwhelming, tools like AdFixer and expert support from agencies such as Amvisible can simplify the process and deliver stronger results.

I encourage you to take a closer look at your campaigns with these tactics in mind and see how phrase match can sharpen your advertising focus.

Don’t Miss This Out: Improve Amazon PPC Results: Simple Tips to Optimize Your Campaigns