Retailers wishing to run keyword-based advertising campaigns such as Headline Search Ads or Sponsored Products on Amazon can do so either within Seller Central or through Amazon Marketing Services (AMS). In both cases you can set a specific match type of Amazon keywords when creating campaigns, which must be met for the ad to play. You can select between the “Exact”, “Phrase ” or “Broad”.
If the “Broad” match is selected, the ad is broadcast most frequently compared to the other two match types, as this match type is the least restrictive. While the exact match only results in a 100% match between the stored and searched keyword and at least one complete phrase (without intermediate words) must be identical for phrase matching, the sequence of the words does not matter for the broad match type. A potential buyer’s search term matches if it contains all keywords or similar variants (plural forms, acronyms, variants with the same root, abbreviations and accents). It is irrelevant whether there are additional words in between.
What does Amazon say about “Broad” itself?
This match type ensures that the placement of your ad is suitable for many visits. A customer’s search term matches if it contains all keywords or similar variants (plural forms, acronyms, variants with the same root, abbreviations and accents). The search term of the customer can contain the keywords in any order.
Example: for the keyword “baseball caps”
- Keywords matching: baseball cap; reduced baseball caps; red caps for baseball; basebal shoe
- Keywords without match: sport caps, Nike baseball, Adidas caps