What is the match type of a keyword on OTTO?
Last updated: 31 October 2026 · The MargenOptimierer app is in German. Button and menu names are shown exactly as you see them, with the English meaning in brackets.
Match type sets how closely a customer's search term has to fit your keyword.
There are three match types, Exakt (exact), Phrase and Breit (broad). You pick one when you book a keyword or exclude a search term. In the ad console, it's in the Targeting tab, in the Match-Art (match type) column.
Example: The keyword „gartenstuhl“ in three match types
Say the keyword is „gartenstuhl“. With Exakt only the search „gartenstuhl“ matches, with Phrase „gartenstuhl holz“ matches too, and with Breit similar searches like „gartenstühle“ can also match.
An automatic campaign has no match type, because OTTO picks the searches itself there. The Match-Art column then shows „Automatisch“ (automatic).
What else counts for the match type
What the three mean
With Exakt, the search term has to be exactly the keyword. With Phrase, the keyword has to appear in that order in the search term. With Breit, similar searches are enough too. That's the usual meaning of the three match types, and OTTO doesn't state any rules of its own on this.
What's preselected
In the templates Manuell (manual) and Automatisch und manuell (automatic and manual), which you have from the start, keywords get the match type Phrase. If you add search terms as keywords or exclude them, Exakt is preselected. The same applies when you add keywords.
The same keyword twice on the same item
You can book „gartenstuhl“ on the same item as Exakt and as Phrase. But OTTO doesn't keep the two apart. If you change the bid of one, the other gets the same match type and the same bid. If you remove one, both are gone. So MargenOptimierer asks before you create something like this.
Next
- How do I create campaigns for a product group?
Where this term appears
- How do I set up a campaign template?
- How do I add search terms as keywords or exclude them?
- How do I undo a change?
- How do Sponsored Product Ads work on OTTO?
- Which metrics matter for OTTO advertising?
- Should I use automatic or keyword campaigns on OTTO?
- How do I analyse search terms in OTTO's Keyword Report?
- OTTO SEO: How do I optimize listings for OTTO search?