Question: Paulo is setting up a campaign for a new skincare product and wants to show the ads to as many customers as possible. Which keyword match type should he use?
- Broad match
- Phrase match
- Exact match
Explanation
Broad match is designed to provide the widest keyword reach by allowing ads to appear for shopping queries that include variations, synonyms, related terms, and different word orders. This match type is useful for a new product because it can help discover more shopper queries and increase visibility. It gives the campaign more opportunities to receive impressions than more restrictive match types. Performance data from broad match can later be used to refine targeting with phrase or exact match.
Why the other options are incorrect
Phrase match is more restrictive because it requires the keyword phrase to appear in the same order.
Exact match is the most restrictive match type and limits reach to highly specific queries or close variations.
Source for verification
https://advertising.amazon.com/library/guides/targeting-with-sponsored-products
https://advertising.amazon.com/library/guides/getting-started-with-sponsored-ads
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