Hi I'm pretty much an adwords novice, and need some help with match type selection. Basically, I have a shop with around 50,000 products of which most I want to advertise individually on Google Adwords. Ideally, to do this I want to create an ad for each product using the product name. However, some of the product names in my database are a bit cumbersome, e.g.: XBOX 360 Play and Charge Kit - Black Now, this isn't nescessarily a phrase which a user will type in, however I would like the ad to show if they type in something like: Xbox 360 Charge Kit Xbox Charger Xbox Play and Charge As far as I'm aware, if my keyword is the product name then phrase match won't cater for this. Likewise, broad match will see the ad show for all sorts of things like xbox, charge kit, black [something] - which I don't want. So, how can I ensure that my ad only appears for relevant searches but that I'm also not missing out on valuable traffic? Thanks!
If you want your keyword appearing for terms like Xbox in the sponosored ads, you just need to increase your budget/bid for that keyword. Quite frankly, I would recommend getting your site to rank for organic long-tail keywords such as black xbox 360, its a lot easier to rank #1 for terms like those and a lot easier for you to gain highly targeted traffic that will benefit your site.
To get your ad to show for all of those variations, (without having them all as exact matches) you would need to have 'Xbox' as a phrase match keyword, so that it would show with any words before and after it. Though this would leave you open to appearing for a lot of combinations that you don't want. You can mitigate that to some extent by adding negatives (use the keyword tool to see what phrases are searched for that you don't want to show for) To get the best chance of appearing for the combinations you want, you are going to have to go for lots of variations on the keyphrase, even with phrase match.
Why will phrase match not work if one of the words is the product name? I'm not sure it matters, unless I have misunderstood. Why dont you use as many keywords as you can think of, but make you adverts very specific so you dont get too many wasted click by being too vauge, If you are specific and the advert + keywords match content on you landing page this will help you ads to appear more often. Sounds a massive job for 50,000 products ! Suggest you limit put a limit on daily budgets and monitor as you go along and make adjustments from there when you see what click throughs actually convert to sales.
Thanks for the assistance guys. I suppose my question comes down to this; if I used phrase match on the full product name (e.g. XBOX 360 Play and Charge Kit - Black) and someone typed in simply 'xbox 360 play and charge' - would my ad show? As far as my understanding of phrase match goes, I would have thought not, unless someone can enlighted me? Thanks!
Hi All i want to ask why do i see different traffic for any keyword google keyword tool for 'BROAD' and 'EXACT' match? and what is difference between these? Thanks
Gavin, your question doesn't related to the OP's question and you should have opened a new thread but here it is: An exact match is when the searcher typed in the query exactly, word for word in the exact same order. A phrase match is when the keyword matched word for word in the exact same order. But there could be other words before or after. Example. I type in "termite exterminators". If set to exact, the tool reports the number of searches where that exact phrase was used. If set to phrase, all searches for "termite exterminators" would be counted. So if the search was "termite exterminators in chicago", it would get counted but not "exterminators of termite". For broad, any search containing the words termite and exterminators, in any order and any additional word, would be counted. I believe common words like "in" and "the" are ignored.
Broad and Exact match If i search for keyword 'cheap hosting', i see different traffic in both 'exact' and 'broad' mactch... why is it so? need more help!
You are correct in your understanding that using phrase match would NOT show the ad. Phrase match must include the exact term within the search query. So let's use another example: say your keyword is "peanut butter". If someone searches for "apples and peanut butter", your ad will appear, because "peanut butter" is included in the search query. If your keyword is "apples and peanut butter" and someone searches for "apples," or "peanut butter with apples" your ad will NOT appear, because the exact phrase "apples and peanut butter" is not included in their search queries. Back to your scenario... having exact matches for every specific item in your inventory may be excessive, especially if there different color options, etc, but it may be worth it in terms of cost efficiencies. Then I'd recommend having keywords such as "xbox 360 play and charge" and "play and charge kit" on phrase match. Then keep a close eye on the ad group by running search query reports, and negative match search queries bringing in low CTRs and CVRs. I'd also say that "xbox" is too broad a term to broad or phrase match, as it's very competitive and you'll have to bid a lot to gain a top position.