What is Phrase Match? Phrase Match Review

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.

Three different matching methods

The difference between the three matching methods

The main differences between Amazon Ads phrase match, broad match, and exact match are as follows:

1. In terms of exposure:

Broad match can bring maximum exposure to the product. If all the ad keywords or their synonyms are included in the customer's search terms, it will be matched and activated. It can match spelling errors, singular and plural, similar keywords, and not pay attention to the order, etc.

The second is phrase matching. You need to add some words before and after the set keyword. The input order requirement in the search is: the order of the keywords in the composite ad group. Exact matching is the most restrictive matching type. It requires that the customer's search terms match all the ad keywords, or match words that are extremely similar to the ad keywords, so that the ad can be displayed and the search relevance can be maximized.

2. In terms of display

Broad matching is an effective method that not only allows for targeted delivery, but also reaches a wide audience. It can bring more potential user visits to customers, have the largest amount of impressions, bring a large number of clicks, and trigger more click consumption.

Phrase match includes more accurate targeting of potential customers, but does not get as many presentations as phrase match.

Since the customer searches for the most relevance, exact matching will reduce the number of creative demos and narrow the field of potential customers.

3. In terms of conversion rate

In terms of targeting, the click-through rate of broad match is not enough and is less accurate than that of broad match and phrase match. If your product is relatively unpopular and the audience is very small, you can use multiple matches to improve display and click volume.

Phrase matches are of better quality and have higher click-through rates.

Exact matches can get the most targeted click-throughs with the highest conversion rates.

References