Your ad will only be displayed when a buyer searches for a keyword that you’re bidding on and that you win the auction for.

Simply bidding on a keyword does not guarantee that your listing will appear. To increase the likelihood that your ad will win the auction, you should promote quality listings and set competitive keyword bids.

Keywords are currently targeted using exact match with variants.

When buyers search for items using the exact keywords you’ve selected, your ads will be considered for display via Promoted Listings Advanced. Exact match with variants could allow for slight variations like singulars/plurals, upper/lower case, common misspellings and some abbreviations.