In Sponsored Products, which keyword match types are available and how do they differ?

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Understanding how keyword match types influence reach and relevance in Sponsored Products is essential. There are three options: Broad, Phrase, and Exact. Broad lets your ads show for a wide range of queries, including variations and related terms, which increases impressions but lowers precision. Phrase matches the exact sequence of words in your keyword and allows extra terms before or after, providing a middle ground with better relevance than broad but more reach than exact. Exact matches target only the exact keyword (with some close variants) for the highest precision and control, though this limits the potential volume. This combination reflects how Sponsored Products lets you balance discovery and relevance: use Broad to discover new terms and drive volume (with negative keywords to manage waste), Phrase to maintain solid relevance while expanding reach, and Exact for high-intent terms where precision and control are priority. The other options either omit a valid match type or introduce non-existent terms, so they don’t align with how Sponsored Products keyword matching actually works.