Why Broad Match is 15% Lower ACOS than Exact Match on Amazon PPC

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Timestamps:

0:00 - Introduction
0:14 - Explaining high exact match bids on Amazon PPC
0:31 - Picking a random product example
0:43 - Comparing broad match vs exact match bids
1:14 - Broad match bids are lower than exact match
1:41 - Overbidding on exact match keywords
1:57 - Opportunity to use more broad match bids
2:20 - Need to add negative keywords to broad/auto campaigns
2:39 - Most use exact match only for simplicity
3:19 - Example of using broad match for a seasonal product
4:30 - Speaker's experience level with Amazon PPC
4:50 - Lifetime ad spend example
5:16 - Why speaker is sharing this information
5:53 - Mother's Day campaign example with broad match
6:38 - Managing broad match with negative keywords over time
7:40 - Strategic use of broad match for rankings
8:10 - Recent ad spend data comparing broad & exact match
8:58 - 15% lower ACoS with broad match
9:30 - Process for choosing negative keywords
10:07 - Negating exact match keywords in broad campaigns
11:06 - Halloween campaign example with negatives
11:30 - Broad match statistical summary
12:14 - Calculating hypothetical savings from lower ACoS
12:56 - Process for maintaining/adding new negative keywords
13:49 - Value of optimizing with negative keywords
14:26 - Best practices for structuring campaigns
15:53 - Summary & impact of using more broad match
16:04 - Other PPC techniques to lower ACoS