Say we bid on the word “nike basketball shoes”. In our cascading bids for different match types we’d bid something like $1.00 for Broad match, $1.05 for Phrase match, and $1.10 for Exact match types. You might go as far as having unique ad groups for each match type. The results often vary but we usually find quickly which match type gives us the best results. We continue phone number details usa to optimize bids up or down based on the data. The point is that sometimes we don’t know which match type is going to perform best, and testing different match types helps us figure that out.
You may have noticed that we increased our bids as the match type became closer to exact. We’re telling Google that the closer the match to our keyword the better the potential match of our client to the user. If over time we find the competition for AVG Position on a broad match term is higher we could end up paying more for Broad than Exact or Phrase. Competition always determines the bid.
Merchants Should Use Google Shopping (formerly PLA)
If you’re a merchant selling widgets/products via ecommerce you should be using Google Shopping campaigns. Shopping campaigns display your products in their own box, potentially next to other merchants, on Google Search (above the fold and front/center), on Google Partner websites, and on Google Shopping. In Google Product Listing Ads (PLA) you can show product information like an image, title, price, and your business name. You must work through your Google Merchant account to add your product inventory before you’ll be able to create a Google Shopping campaign.
You’ve seen Product Listing Ads at the top of the SERPs. They dominate the real estate when a popular product is searched for. WordStream published some pretty nice metrics/case studies as to the benefits of Shopping PLA’s. You can read their article here.
