1. Exact Match

Exact match, that is, matching keywords with user search terms, can achieve the effect of accurate delivery, thereby bringing more accurate traffic and conversion. However, only singular and plural matching is currently supported. However, exact match also has disadvantages, that is, the number of ad displays is relatively low, which will cause some real search customers to miss the merchant's products and affect conversion.

2. Broad Match

Broad match can help maximize the exposure of product keywords, because there is no specific order requirement for product keywords, sellers can insert other words in the middle, even if they are misspelled, they can also support synonym matching and bring more traffic. However, due to the lack of accuracy of these keywords and relatively wide traffic, they may bring a large number of invalid clicks, thereby increasing unnecessary advertising budgets.

3. Phrase Match

This matching mode has relatively accurate matching, high display volume, and higher precision than broad match. For keywords, there are exact order requirements. Sellers can only add other words before and after keywords, and cannot reverse the order of keywords. It supports plural forms, prepositions, and ing forms. It is more restrictive than broad match, and the relevance of the delivery will be higher; but the display opportunities will be fewer, and the exposure and clicks will be relatively low.

Automatic advertising: Automatic advertising is a system-based advertising method of Amazon.