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When advertising on Amazon, keyword match types enable you to fine-tune which customer search terms your ads are eligible to appear for.
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Sponsored Products also offer negative phrase and negative exact match types, which prevent your ads from being triggered by specific search terms (words or phrases).

1️⃣ BROAD

A broad match allows the query to include the keyword terms in any sequence and can also encompass singulars, plurals, variations, synonyms, and related terms based on the keyword's meaning and the context of the advertised products. The keyword itself doesn't necessarily need to be present in the customer's search query.

For example, the keyword "sneakers" could match customer queries like "canvas sneakers," "sneakers," "basketball shoes," "athletic shoes," "cleats," "trainers," or "foam runners."

In Sponsored Brands campaigns, you can use broad match modifiers to specify words that must be included in a customer's search query for your ad to appear. To add a broad match modifier, place a plus symbol "+" before the keyword.

For example, if you use the keyword "+kids shoes" with a broad match modifier, the ad will only match searches containing the word "kids." Therefore, the ad might appear for queries like "kids sneakers" or "running shoes for kids," but it won't match searches that don't include the word "kids," such as "sneakers" or "running shoes."

2️⃣ PHRASE

With phrase match, the search term must contain the exact phrase or sequence of words, making it more restrictive than broad match. This typically results in more relevant ad placements. Phrase match also includes plural forms of the keyword.

For example, if an advertiser uses the phrase keyword "curtain rods" and a customer searches for "pole for curtain rods," a phrase match occurs.

In Sponsored Brands campaigns, this match type allows advertisers to display their ads on searches that capture the essence of their keyword. The keyword's meaning can be implied, and customer searches may reflect a more specific interpretation of that meaning.

For example, if an advertiser uses the phrase keyword "curtain rods" and a customer searches for "pole for curtains for bedroom," it results in a phrase match.

3️⃣ EXACT

Exact match requires that the search term exactly matches the keyword or sequence of words for the ad to be displayed. This also includes close variations of the exact term. Exact match is the most restrictive match type but often leads to the most relevant ad placements. Exact match also includes plural forms of the keyword.

For example, if an advertiser uses the exact keyword "car charger" and a customer searches for "car chargers," an exact match occurs.

In Sponsored Brands campaigns, this match type allows advertisers to display their ads on searches that share the same meaning or intent as their keyword.

For instance, if an advertiser uses the exact keyword "outside lights" and a customer searches for "outdoor lights," it triggers an exact match.

To get a better idea of which search terms fall under which match types, here's an example below using the keyword "coffee beans":

As demonstrated in the example above, some search terms can be targeted by all three match types for the same keyword. This approach allows Phrase and Broad match keywords to continue bidding on successful search terms, maintaining their bids and helping discover new keywords.

If you want to prevent this overlap, you can enable Search Term Isolation.

Article last updated June 2024. If you find this information to be out of date, please contact [email protected].