关键词
关键词（词组和短语）用于将您的广告与买家用来查找商品的搜索词匹配。
您还可以使用否定关键词，从而在买家的搜索词匹配您的否定关键词时阻止您的广告展示。 详细了解否定关键词
对于商品推广，亚马逊会将您的关键词与买家的搜索词进行匹配，以展示您推广的商品的广告。
对于品牌推广，亚马逊会将您的关键词与买家的搜索词进行匹配，并在您的广告活动中展示品牌标题和推广的商品。
添加新关键词
您可以随时向现有广告活动或广告组添加新关键词。
关键词可以包含字母、数字或空格以及一些标点符号或特殊字符，如 &、\ 或撇号。不允许使用其他特殊字符，如问号、斜杠、双引号。
要添加新关键词，请执行以下操作：
转到【广告活动管理】。
点击广告活动名称。
点击【关键词】。
点击【添加关键词】。您可以从我们推荐的关键词列表中选择，也可以输入您自己的关键词，或组合使用这两种关键词。
添加关键词并选择匹配类型。
注意： 关键词不区分大小写，因此它们会匹配搜索词中的大写字母或小写字母。每个关键词最多不得超过 10 个字和 80 个字符。
注意：
您最多可以向手动定位的品牌推广活动或商品推广活动的单个广告组添加 1,000 个关键词。这包括已启用或已暂停的广告组或广告活动中的关键词。如果您已向单个广告活动添加了 1,000 个关键词，请考虑将业绩不佳的关键词存档。另一种选择是在两个或多个广告组之间拆分关键词。
对于商品推广活动，如果您已向单个广告组添加了 1,000 个关键词，请考虑创建自动定位广告活动，或使用广泛关键词组合来展示您的广告。
亚马逊官网原文详情：
Keywords
Your keywords (word combinations and phrases) are used to match your ads with search terms that shoppers are using to find products.
You can also use negative keywords to prevent your ads from displaying when a customer's search terms match your negative keywords. Learn more about negative keywords
For Sponsored Products, Amazon matches your keywords to a customer's search terms to display ads for the products you advertise.
For Sponsored Brands, Amazon matches your keywords to a shopper’s search terms and displays the branded headline and advertised products in your campaign.
Add new keywords
You can add new keywords to an existing campaign or ad group at any time.
Keywords can contain letters, numbers, or spaces, as well as some punctuation or special characters such as ampersand, backlash, or apostrophe. Other special characters such as question mark, slash, double quote are not permitted.
To add new keywords:
Navigate to Campaign Manager.
Click the campaign name.
Click Keywords.
Click Add keywords. You can choose from our list of recommended keywords, enter your own keywords, or use a combination of both.
Add a keyword and select the match type.
Note: Keywords aren't case-sensitive, so they'll match uppercase or lowercase letters in search terms. There is a maximum limit of 10 words per keyword and 80 characters.
Note:
The maximum number of keywords you can add to a manually targeted Sponsored Brands campaign or a single ad group for a Sponsored Products campaign is 1,000. This includes keywords in enabled or paused ad groups or campaigns. If you have added 1,000 keywords to single campaign, consider archiving low-performing keywords. Another option is to split the keywords among two or more ad groups.
For Sponsored Products campaigns, if you have added 1,000 keywords to a single ad group, consider creating a campaign with automatic targeting, or using a broad combination of keywords to display your ads.
文章来源：亚马逊官方网站
