Keyword match types are targeting options used in Amazon and PPC advertising to control how closely a shopper’s search term must match a chosen keyword for an ad to appear. They help advertisers balance reach, relevance, and cost by defining how flexible or strict the targeting should be. The three main match types—broad, phrase, and exact—are used to structure campaigns and optimize performance over time.
- Broad match: Ads may appear for searches that include related terms, variations, or synonyms, offering maximum reach but less control over relevance.
- Phrase match: Ads show only when the search includes the keyword phrase in the correct order, with possible words before or after it, providing a balance between reach and precision.
- Exact match: Ads appear only when the search term closely matches the keyword, delivering the highest relevance, strongest control, and typically better conversion rates.
