What is Phrase Match? Phrase Match Review

Phrase match, or phrase match, is a method of manual advertising on Amazon. Phrase match supports words with high similarity between user search terms and keywords, or words with a single modifier added before and after the keyword, and supports matching singular and plural words, but does not support disordered and misspelled words. For example, taking Boys Shoes as an example, in the case of phrase match, user search terms including Boys Shoes (exact consistency) and Boys Shoes 10 (adding a single modifier after the original word) can be matched, but Shoes for Boys (the word order is reversed and other words are added), Shoes Boys (the word order is reversed), and Boys Red Shoes (other modifiers are added in the middle of the keyword) are not supported. Therefore, although phrase match is accurate, it also relatively limits exposure. The words that cannot be matched later, such as Shoes for Boys, Shoes Boys, and Boys Red Shoes, are actually customers that sellers want to capture, but using phrase match will make us miss these customers.

Matching method

There are three types of phrase matching: "Phrase-Exact Contains", "Phrase-Synonymous Contains", and "Phrase-Core Contains".

1. Phrase - Exactly contains

Your ad will only be displayed when netizens search for keywords that completely include your keywords and the inserted or reversed form of your keywords. For example, the promotional word "Xuezhiya Self-study Network" in the "Phrase-Exact Contains" matching mode may be triggered by the following search terms: "Xuezhiya Self-study Network", "Xi'an Xuezhiya Self-study Network", "Self-study Network Xuezhiya", but "Xuezhiya Learning Network" will not trigger your promotional word.

2. Phrase-synonymous inclusion

Your promotion results will only be displayed when netizens search for your keywords and their insertion, inversion and synonymous forms. Synonymous forms are added on the basis of phrase-precision. For example, if the keyword you set is "学之涯自学网", then the possible trigger words include "学之涯学习网".

3. Phrases - core includes

Your promotion results may be triggered when netizens search for your keywords and the core part of your keywords, or the insertion, inversion and synonymous form of the core part of your keywords. For example, if the keyword you set is "Internet Marketing Xue Zhi Ya Self-study Network", the following search terms may trigger: "Internet Marketing Xue Zhi Ya Learning Network", "Xue Zhi Ya Self-study Network".

Advantages and Disadvantages of Phrase Match

1. Phrase - Exactly contains

Advantages: Phrase-exact inclusion can more accurately target potential customers.

Disadvantages: You will get fewer impressions and may lose a lot of conversion opportunities.

2. Phrase-synonymous inclusion

Advantages: More flexible and can get more potential customer visits than Phrase-Exactly contains.

Disadvantages: The number of impressions obtained is between exact inclusion match and core inclusion match, and the conversion rate is not as high as exact inclusion match.

3. Phrases - core includes

Advantages: Compared with phrase-exact inclusion and phrase-synonymous inclusion matching, it is more flexible and can get more potential customer visits. Many words that could not be displayed before can now be displayed. No need to rack your brains to come up with words, no need to enumerate each word in various ways. The matching quality is high and the click-through rate is higher.

Disadvantages: The accuracy of locating potential customers is not as high as exact inclusion and synonym inclusion.