nounDefinition
Phrase Match(Phrase Match)isAmazon AdvertisingKeyword Matchingtypeone of, buyerSearch TermsincludeKeywordorKeywordVariationstimetriggersAdvertising, rollandtrafficbetweenExact MatchandBroad Match.
Matching Rules
Phrase Matchtriggerssituation:
- buyerSearch TermsincludeKeyword(same order)
- Keywordbeforeaftercanhasother
- Includes common spellingVariationsand synonyms
Example:
Keyword: "wireless headphones"
Match Search: "wireless headphones", "best wireless headphones", "wireless headphones for running"
No Match: "headphones wireless", "bluetooth wireless earbuds"
- buyerSearch TermsincludeKeyword(same order)
- Keywordbeforeaftercanhasother
- Includes common spellingVariationsand synonyms
Example:
Keyword: "wireless headphones"
Match Search: "wireless headphones", "best wireless headphones", "wireless headphones for running"
No Match: "headphones wireless", "bluetooth wireless earbuds"
applicable scenarios
suitableusePhrase Matchsituation:
1. coreLong-tail Keywords: if"wireless headphones for gym"
2. Product Attributes: if"waterproof wireless headphones"
3. userintentionclearsearch: if"buy wireless headphones"
4. needonetrafficbutagainwantguaranteePrecision
1. coreLong-tail Keywords: if"wireless headphones for gym"
2. Product Attributes: if"waterproof wireless headphones"
3. userintentionclearsearch: if"buy wireless headphones"
4. needonetrafficbutagainwantguaranteePrecision
Exampleanalysis
Example: Phrase MatchexpandLong-tail Keywordstraffic
a certainsellersusePhrase Matchexpandtraffic:
- Keyword: "wireless headphones for running"
- Match Types: Phrase Match
- Bid: $1.50
Performance Data:
- exposure: 12,000times/week
- click: 240times/week
- CTR: 2.0%
- order: 28/week
- ACoS: 42%
Matched Search Terms:
- "wireless headphones for running"
- "best wireless headphones for running"
- "wireless headphones for running and gym"
- "wireless headphones for running waterproof"
a certainsellersusePhrase Matchexpandtraffic:
- Keyword: "wireless headphones for running"
- Match Types: Phrase Match
- Bid: $1.50
Performance Data:
- exposure: 12,000times/week
- click: 240times/week
- CTR: 2.0%
- order: 28/week
- ACoS: 42%
Matched Search Terms:
- "wireless headphones for running"
- "best wireless headphones for running"
- "wireless headphones for running and gym"
- "wireless headphones for running waterproof"
Policy Sources
Amazon officialhelpdocument: Keyword match types
sidepageDetailed DescriptionthreetypesKeyword MatchingtypeRulesandapplicable scenarios.
sidepageDetailed DescriptionthreetypesKeyword MatchingtypeRulesandapplicable scenarios.
Operation Tips
RecommendationstocoreLong-tail KeywordsandattributeusePhrase Match, canobtaincompared toExact Matchmoremanytraffic, againcanmaintainrelativelyhighPrecision.regularlyviewSearch Term Report, willreflectgoodSearch TermsaddforExact MatchKeyword.