匹配類(lèi)型

匹配類(lèi)型讓您能夠微調(diào)您的廣告在顯示時(shí)所針對(duì)的搜索詞。

在選擇匹配類(lèi)型時(shí)，建議您從廣泛匹配開(kāi)始，以便充分了解您的廣告在哪里的效果最好。然后請(qǐng)查看廣告活動(dòng)管理中的【關(guān)鍵詞】選項(xiàng)卡中的關(guān)鍵詞指標(biāo)，或者查看定位報(bào)告（商品推廣）和關(guān)鍵詞報(bào)告（）以便評(píng)估您的關(guān)鍵詞和匹配類(lèi)型的效果。確定哪些關(guān)鍵詞和搜索詞的效果最好之后，您可以更改競(jìng)價(jià)或創(chuàng)建一組更簡(jiǎn)潔的關(guān)鍵詞，以便優(yōu)化廣告活動(dòng)并實(shí)現(xiàn)目標(biāo)。詳細(xì)了解業(yè)績(jī)指標(biāo)和報(bào)告

注意： 廣告活動(dòng)創(chuàng)建完成后，您將無(wú)法更改匹配類(lèi)型。但是您可以在廣告活動(dòng)運(yùn)行期間添加具有不同匹配類(lèi)型的關(guān)鍵詞。

手動(dòng)定位匹配類(lèi)型

• 廣泛匹配： 這種匹配類(lèi)型可以讓您的廣告獲得大量曝光機(jī)會(huì)。如果搜索詞中包含任意順序的所有關(guān)鍵詞，那么搜索詞就會(huì)與您的廣告匹配。廣泛匹配還會(huì)匹配關(guān)鍵詞的復(fù)數(shù)形式、相關(guān)搜索以及與關(guān)鍵詞近似的其他變體。

  注意： 對(duì)于，您可以添加廣泛匹配修飾詞，用于指明買(mǎi)家的搜索中必須出現(xiàn)哪些詞才會(huì)展示您的廣告。添加廣泛匹配修飾詞的方式是在詞語(yǔ)前添加加號(hào)“+”。

• 短語(yǔ)匹配： 搜索詞必須包含確切的短語(yǔ)或詞序。它比廣泛匹配的限制性更高，一般會(huì)使廣告展示在更相關(guān)的廣告位。短語(yǔ)匹配還會(huì)匹配關(guān)鍵詞的復(fù)數(shù)形式。

• 精準(zhǔn)匹配： 搜索詞必須與關(guān)鍵詞或詞序精準(zhǔn)匹配才會(huì)顯示廣告，并且還會(huì)匹配確切搜索詞的近似變體。精準(zhǔn)匹配是限制性最高的匹配類(lèi)型，但與搜索的相關(guān)性更高。精準(zhǔn)匹配還會(huì)匹配關(guān)鍵詞的復(fù)數(shù)形式。

自動(dòng)定位匹配類(lèi)型

• 緊密匹配： 買(mǎi)家使用與您的商品緊密相關(guān)的搜索詞進(jìn)行搜索時(shí)，我們會(huì)向其顯示您的廣告。如果您的商品是“Doppler 400-count COTTOn Sheets”，我們將在買(mǎi)家使用“cotton sheets”和“400-count sheets”等搜索詞時(shí)展示廣告。

• 松散匹配： 買(mǎi)家使用與您的商品并不密切相關(guān)的搜索詞進(jìn)行搜索時(shí)，我們會(huì)向其顯示您的廣告。如果您的商品是“Doppler 400-count Cotton Sheets”，我們將在買(mǎi)家使用“bed sheets”、“bath sheets”和“bath towels”等搜索詞時(shí)展示廣告。

• 替代商品： 買(mǎi)家查看與您的商品類(lèi)似的商品詳情頁(yè)時(shí)，我們會(huì)向其顯示您的廣告。如果您的商品是“Doppler 400-count Cotton Sheets”，我們將在包含“300-count Cotton sheets”和“queen 400-count Sheets”的商品詳情頁(yè)上展示廣告。

• 補(bǔ)充商品： 買(mǎi)家查看與您的商品互補(bǔ)的商品詳情頁(yè)時(shí)，我們會(huì)向其顯示您的廣告。如果您的商品是“Doppler 400-count Cotton sheets”，我們將在包含“queen quilt”和“feather pillows”的商品詳情頁(yè)上展示廣告。

注意： 自動(dòng)定位僅適用于商品推廣。創(chuàng)建采用自動(dòng)定位的商品推廣活動(dòng)后，您可以在廣告活動(dòng)管理中查看定位選項(xiàng)，并對(duì)其進(jìn)行更改以符合您的廣告活動(dòng)目標(biāo)。例如，您可以提高一個(gè)策略的競(jìng)價(jià)來(lái)與其他策略進(jìn)行對(duì)比，或者一起啟用或禁用策略。

匹配類(lèi)型

• 否定短語(yǔ)： 當(dāng)搜索查詢中包含該完整短語(yǔ)或其近似變體時(shí)，不會(huì)顯示廣告。每個(gè)最多不得超過(guò) 4 個(gè)字和 80 個(gè)字符。

• 否定精準(zhǔn)匹配： 當(dāng)搜索查詢中包含該確切短語(yǔ)或其近似變體時(shí)，不會(huì)顯示廣告。每個(gè)最多不得超過(guò) 10 個(gè)字和 80 個(gè)字符。

Match types

Match types allow you to fine-tune which search terms your ads are eligible to show against.

When choosing a match type, it's recommended that you start with broad match to capture the most information on where your ads perform the best. Then review either the keyword metrics in the campaign manager within the Keywords tab, or the Targeting report (Sponsored Products) and keyword report (Sponsored Brands) to evaluate the performance of your keywords and match types. Once you've observed which keywords and search terms are performing best, you can change your bids or create a more concise group of keywords to optimize your campaigns and reach your goals. Learn more about performance metrics and reports

Note: Once the campaign is created, you won't be able to change match types. You can add keywords with different match types while a campaign is running.

Manual targeting match types

• Broad match: This match type offers your ad broad traffic exposure. A search term will match if it contains all the keyword terms in any order. Broad match also includes the plural form of the keyword, related searches, and other variations that are close to the keyword.

  Note: For Sponsored Brands, you can add broad match modifiers to indicate words that must appear in the customer's search in order for your ad to run. Add a broad match modifier by adding a plus symBol "+" before the word.

• Phrase match: The search term must contain the exact phrase or sequence of words. It is more restrictive than broad match and will generally result in more relevant placements for your ad. Phrase match also includes the plural form of the keyword.

• Exact match: The search term must exactly match the keyword or sequence of words in order for the ad to show, and will also match close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a search. Exact match also includes the plural form of the keyword.

Automatic targeting match types

• Close match: We'll show your ad to shoppers who use search terms closely related to your products. If your product is "Doppler 400-count Cotton Sheets," we'll show an ad when shoppers use search terms like "cotton sheets" and "400-count sheets."

• Loose match: We'll show your ad to shoppers who use search terms loosely related to your products. If your product is Doppler 400-count Cotton Sheets, we'll show an ad when shoppers use search terms like "bed sheets," "bath sheets," and "bath towels."

• Substitutes: We'll show your ad to shoppers who view detail pages of products similar to yours. If your product is "Doppler 400-count Cotton Sheets", we'll show an ad on detail pages that include "300-count Cotton sheets" and "queen 400-count Sheets."

• Complements: We'll show your ad to shoppers who view the detail pages of products that complement your product. If your product is "Doppler 400-count Cotton sheets," we'll show an ad on detail pages that include "queen quilt" and "feather pillows."

Note: Automatic targeting is only available for Sponsored Products. After you create a Sponsored Products campaign with automatic targeting, you can see the targeting options in the campaign manager and make changes to meet your campaign objectives. For example, you can increase your bid for one strategy versus another, or turn on or off a strategy all together.

Negative keyword match types

• Negative phrase: Ads don't show on search queries that contain the complete phrase or close variations. There is a maximum limit of four words per negative keyword and 80 characters.

• Negative exact: Ads don't show on search queries that contain the exact phrase or close variation. There is a maximum limit of ten words per negative keyword and 80 characters.

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