Running exact, phrase, and broad match in the same ad group is one of the most c
By Anthony Nguyen 🟢 · July 1, 2026 · Curated by George's Blog
Running exact, phrase, and broad match in the same ad group is one of the most common PPC mistakes on Amazon.
The problem: Amazon allocates budget at the ad group level. When broad match keywords trigger for high-volume, low-intent queries, they consume budget before your exact match keywords can fire. Your most profitable keywords get starved.
Worse, you can't set different bids for the same keyword across match types within one ad group. A keyword that performs at $1.20 CPC on exact and $0.60 on broad needs different bids. Same ad group means same bid. That's broken.
The structure that works: one match type per ad group, separated into distinct campaigns if budget isolation matters.
Exact match campaigns get the highest bids. These are proven converters. Broad and phrase campaigns get lower bids. They're discovery mechanisms.
When you find converting search terms in broad/phrase campaigns, graduate them to exact match (minimum 1 order for auto-to-exact, 2+ orders for broad/phrase-to-exact). Then negate the search term in the source campaign to prevent duplicate spend.
This structure gives you control. Same ad group with mixed match types gives Amazon control. Guess who benefits from that arrangement.
AdsCrafted automates this across your entire account, bid optimization, search term graduation, placement adjustments, all through conversation → adscrafted.com