The three types of match type allow you to refine the list of search terms on which to display your sponsored content.
First, let's specify the difference between the search term and the keyword. The search term is the word (or phrase) actually searched by the customer. The keyword, however, is chosen by the advertiser to reach one or more search terms.
Suppose the Amazon user searches for the term "noise canceling bluetooth headphones" (search term).
You will reach customers looking for this term with any of these keywords:
- Exact match keyword: "noise canceling bluetooth headphones"
- Phrase match keyword: "bluetooth headphones"
- Broad match (with modifier) keyword: "+ Headphones"
- Broad match: "Headphones"
By enabling these 4 keywords, your product will be sponsored on many irrelevant search terms, for example: "wired headphones", "headphones with microphone", "headphones without microphone", "bluetooth headphones with microphone" etc ...
These are some of the search terms that triggered by keywords:
- Exact match → Only "noise canceling bluetooth headphones"
- Phrase match → Other terms before and after are included such as "bluetooth headphones wireless", "bluetooth headphones sports"
- Generic match with modifiers → All terms that have at least the word "headphones" are included
- Generic match without modifiers → All terms that include "headphones" or similar are included. Pay attention to this correspondence because you may find many irrelevant search terms.