Advertising on TikTok
TikTok accounts
Managing your Business Center
TikTok E-Commerce Partner Platforms
Developers
Create a campaign
Create an ad group
Creating ads in other TikTok tools
Consideration objectives
App promotion
Lead Generation
In-feed video
In-feed interactive
Non-feed placement
Interactive enhancements
Industry ad solutions
Ad auction optimization
Creative optimization
Creative partnerships
Smart+ Campaigns
App Measurement
Offline conversions
Web measurement
Insights and reporting
Shop Ads Measurement
Billing options
Billing management
Promotions, Ad Credits and Coupons
Troubleshooting billing and payment
Advertising Policies
Privacy practices and policies
Advertising on TikTok
The TikTok marketing platform
Advertising on TikTok Ads Manager
Promote on TikTok
-
- About Promote on TikTok
- How to find Promote in-app and on web
- About Promote integration with TikTok Ads Manager
- How to integrate Promote with TikTok Ads Manager
- How to set up Promote for website visits and conversions
- How to set up Promote for lead generation
- How to set up Promote for product purchases
- How to set up Promote for Other messaging apps
- How to set up GMV Max in Promote
- How to set up GMV Pay in Promote
- Best practices for using Promote to drive customer interest and actions
- About multiple creatives in Promote campaigns
- How to Promote creator videos for your TikTok Shop
- How to promote Spark Ads in TikTok Business Center
-
TikTok Business Suite
TikTok Beta Tester Program
Ad Assistant
About keyword match types in TikTok Ads Manager
Keyword match types tell TikTok how closely a keyword needs to match with a person's search query for an ad to be considered for an auction. There are three match types:
Broad match
Phrase match
Exact match
Learn more about Search Ads keywords.
Keyword Match Types
Match type | Syntax | Logic |
Broad match: keyword | None, type keyword normally. | Queries must relate to your chosen keyword (highest reach, lowest relevance) |
Phrase match: "keyword" | Type keywords in "quotations". | Queries must include the meaning of your keyword, either explicitly or implicitly. |
Exact match: [keyword] | Type keywords in [brackets]. | Queries must closely match your keyword (lowest reach, highest relevance). |
Note: Exact match logic may also include words with closely related syntax, reordered words with the same meaning, adding or removing function words, implied words, synonyms and paraphrases.
Phrase match considerations and examples
Keywords should be equal to or broader than the query. The intent of the query should be within the intent range of the keywords you set.
Query: Halston 1-12 perfume
Keyword: "Luxury fragrance"
Logic: Both the query and keyword are intent for perfume, and are related in intent. 'Halston 1-12' is a specific brand and type of perfume, which falls under the broader category of luxury fragrances. Since the keyword refers to luxury fragrances in general, the phrase match is successful.
If a query involves two or more parallel products while the keyword only hits one or some products in the query, they can be a phrase match since the semantics of the keyword include that of the query.
Query: swim shirt and shorts
Keyword: Swim short
Logic: The query is searching for two products, swim shirt and swim shorts. The keyword is only mentions one of the products in the query, swim short. This qualifies as a phrase match.
If there are words with multiple potential intents, one intent can match to make it a phrase match.
Query: ombre lip blush
Keyword: "LIP"
Logic: The intent of keyword "lip" is not very clear and can have multiple intents, including lip makeup products. The query "ombre lip blush" is a makeup product for lip. Therefore, the match is a successful phrase match.
Next steps
Learn about keyword quality.