匹配类型
匹配类型让您能够微调您的广告在显示时所针对的搜索词。
在选择匹配类型时，建议您从广泛匹配开始，以便充分了解您的广告在哪里的效果最好。然后请查看广告活动管理中的【关键词】选项卡中的关键词指标，或者查看定位报告（商品推广）和关键词报告（品牌推广）以便评估您的关键词和匹配类型的效果。确定哪些关键词和搜索词的效果最好之后，您可以更改竞价或创建一组更简洁的关键词，以便优化广告活动并实现目标。详细了解业绩指标和报告
注意： 广告活动创建完成后，您将无法更改匹配类型。但是您可以在广告活动运行期间添加具有不同匹配类型的关键词。
手动定位匹配类型
广泛匹配： 这种匹配类型可以让您的广告获得大量曝光机会。如果搜索词中包含任意顺序的所有关键词，那么搜索词就会与您的广告匹配。广泛匹配还会匹配关键词的复数形式、相关搜索以及与关键词近似的其他变体。
注意： 对于品牌推广，您可以添加广泛匹配修饰词，用于指明买家的搜索中必须出现哪些词才会展示您的广告。添加广泛匹配修饰词的方式是在词语前添加加号“+”。
短语匹配： 搜索词必须包含确切的短语或词序。它比广泛匹配的限制性更高，一般会使广告展示在更相关的广告位。短语匹配还会匹配关键词的复数形式。
精准匹配： 搜索词必须与关键词或词序精准匹配才会显示广告，并且还会匹配确切搜索词的近似变体。精准匹配是限制性最高的匹配类型，但与搜索的相关性更高。精准匹配还会匹配关键词的复数形式。
自动定位匹配类型
紧密匹配： 买家使用与您的商品紧密相关的搜索词进行搜索时，我们会向其显示您的广告。如果您的商品是“Doppler 400-count Cotton Sheets”，我们将在买家使用“cotton sheets”和“400-count sheets”等搜索词时展示广告。
松散匹配： 买家使用与您的商品并不密切相关的搜索词进行搜索时，我们会向其显示您的广告。如果您的商品是“Doppler 400-count Cotton Sheets”，我们将在买家使用“bed sheets”、“bath sheets”和“bath towels”等搜索词时展示广告。
替代商品： 买家查看与您的商品类似的商品详情页时，我们会向其显示您的广告。如果您的商品是“Doppler 400-count Cotton Sheets”，我们将在包含“300-count Cotton sheets”和“queen 400-count Sheets”的商品详情页上展示广告。
补充商品： 买家查看与您的商品互补的商品详情页时，我们会向其显示您的广告。如果您的商品是“Doppler 400-count Cotton sheets”，我们将在包含“queen quilt”和“feather pillows”的商品详情页上展示广告。
注意： 自动定位仅适用于商品推广。创建采用自动定位的商品推广活动后，您可以在广告活动管理中查看定位选项，并对其进行更改以符合您的广告活动目标。例如，您可以提高一个策略的竞价来与其他策略进行对比，或者一起启用或禁用策略。
否定关键词匹配类型
否定短语： 当搜索查询中包含该完整短语或其近似变体时，不会显示广告。每个否定关键词最多不得超过 4 个字和 80 个字符。
否定精准匹配： 当搜索查询中包含该确切短语或其近似变体时，不会显示广告。每个否定关键词最多不得超过 10 个字和 80 个字符。
亚马逊官网原文详情：
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.
文章来源：亚马逊官方网站
