I’m setting up manual targeting campaigns on both Amazon and Walmart, and I see the option to run keywords in Broad, Phrase, and Exact match types. I understand the general difference between them, but I’m not fully sure how best to structure a campaign when using the same keyword across all three match types.
For example, if I take keywords like:
“yoga mat” (fitness product)
“ceramic mug” (kitchen product)
Should I put all three match types (Broad, Phrase, Exact) for the same keyword inside one campaign, or is it better to split them into separate ad groups/campaigns for more control over bidding and performance tracking?
Also, do you usually start with Broad match to discover new search terms and then shift winning terms into Phrase/Exact, or do you run them all at once from the beginning?
Would love to hear how other sellers structure this for Amazon vs. Walmart, since I suspect the platforms may behave slightly differently.
In my experience, it’s usually best to separate Broad, Phrase, and Exact into different ad groups or campaigns. Broad is great for discovering new search terms, while Phrase and Exact give you more control over bids and conversions. I often start with Broad to gather data, then move top performers into Phrase and Exact. Walmart can be a bit more forgiving with Broad than Amazon, but the same principle generally applies. Happy to share a sample structure if it helps.
Most sellers separate match types either into different ad groups or entirely different campaigns because having Broad, Phrase, and Exact all in one place makes it harder to control bids and measure performance clearly.
A common approach is to start with Broad match to harvest a wide range of search terms, then move the converting ones into Phrase and Exact match campaigns where you can apply higher, more precise bids. Phrase gives you moderate control, catching long-tail variations, while Exact is best for driving efficiency once you know the specific terms that convert.
On Amazon this structure works well because search term reports give you clear data for harvesting, whereas Walmart’s ad platform has less granular reporting, so running match types separately is even more useful to avoid wasted spend.
Many advertisers run all three match types at once but with tiered bids—lowest on Broad, medium on Phrase, and highest on Exact, to balance discovery and profitability. This way you can still collect data quickly while ensuring you’re investing the most into the proven keywords.
Great question, you’re on the right track. Typically, many sellers separate match types into different ad groups (or even campaigns) so bids and performance can be tracked clearly. Broad match is often used as a discovery tool since it surfaces related terms, then high-performing queries can be moved into Phrase or Exact for tighter control. Running all three at once can work, but splitting gives you cleaner data and avoids one match type eating up most of the spend. For Walmart, the logic is similar, though the platform has fewer controls, so careful monitoring is key. I’ve seen similar setups work well, so feel free to share how you plan to structure it.
Should I put all three match types (Broad, Phrase, Exact) for the same keyword inside one campaign, or is it better to split them into separate ad groups/campaigns for more control over bidding and performance tracking?