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

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.