When it comes to Amazon advertising, keywords are an unavoidable topic and the top priority for Amazon sellers in advertising operations. Amazon has three keyword matching modes: broad match, phrase match, and exact match. Let’s take a look at the basic analysis of these three matching methods.
1. Broad match:
The keywords entered are in no specific order. Including other keywords before and after, plural forms, and regular spelling errors. This matching type provides Amazon advertising with a wide range of traffic exposure. If the customer’s search terms contain all keywords or close variations (plural forms, acronyms, stems, abbreviations, and accents), they can be matched. It can also match search terms that disrupt the order.
For example, if the bidding keyword is boys shoes, then boys size 10 shoes can be matched.
2. Phrase match:
The keywords entered have an exact order, including other keywords before and after, plural forms, and regular spelling errors. In phrase match, the customer’s search terms must contain an exact phrase, phrase, or its variant. It is more limited than broad match, and usually creates more relevant ad space for a more specific audience.
Using the keyword boys shoes in the example above, boys shoes size 10 and boys shoe white can be matched, but boys white shoes cannot be matched.
3. Exact match:
The buyer’s search term must match the keyword exactly. In order to display the ad, or reduce the variation of the exact word. Exact match is the most limited match type, but is more relevant to the buyer’s search.
Using the main keyword boys shoes above, boys shoes and boys shoe can be matched, but boys shoes white and Red boys shoes cannot be matched.