As we all know, we have 3 match types for Google AdWords: Broad – Phrase Exact.  What some people don’t know is how to leverage Phrase match to target Product IDs (SKU) more effectively.

Let’s use our fictional Snow-Cone maker product SKU#: S200

To bid on this keyword alone, one might use Exact match.  This would allow the ad to be shown only when a searcher uses the phrase: S200.  The only problem with this approach is that there are bound to be many lost impressions from searchers looking for variations on that search. i.e.  S200 reviews

To maximize the visibility of this SKU#, one might just bid on the single Broad Match Keyword: S200.  By using Broad Match, you would expect to be shown when the word S200 in the search phrase.  What you may not account for is the Google Brain and where and when it might decide to show your ad. 

Broad Match – This is the default option. If your ad group contained the keyword tennis shoes, your ad would be eligible to appear when a user’s search query contained tennis and shoes, in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers. Run a Search Query Performance Report to see what keyword variations trigger your ad.

Let’s say a Googler searches for: S2000 Reviews By bidding on S200, Google could potentially show your ad if they deem it relevant.  The S2000 is a Honda sports car, not a Snow-Cone maker. 

How do you prevent your ads from showing on keywords you are not bidding on?  How do you maximize visibility without compromising the quality of your impressions?  The Middle Child, Phrase Match.

By using phrase match on a single word, you prevent the Google Brain from taking liberties with which ads they show.  By using Phrase match your ad will show for: s200 quotes, s200 reviews, s200 comparison but not: s2000 quotes, s2000 reviews, s2000 comparison.

Try it on your SKU keywords and watch Conversion Rate and Click Through Rate start to improve.

Adwords, Phrase Match