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#AskAdWords - Keywords and Google Shopping

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Google Employee
# 1
Google Employee

In this week's #AskAdWords episode, Patrick and Amanda tackle the question "In Google Shopping, is there an exact match equivalent?" 

 

 

Have a question you want the Ask AdWords team to answer? Post them in comments below!

2 Expert replyverified_user

Re: #AskAdWords - Keywords and Google Shopping

Top Contributor
# 2
Top Contributor
This is fantastic. It's an extremely common question that we get. So glad you guys emphasized the importance of negatives for shopping.

Anyone reading this, another nice tip is to have a separate shopping keyword negative list in your shared library. Works a treat as shopping negatives can sometimes be quite different.

Re: #AskAdWords - Keywords and Google Shopping

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
I would say you can still target the only one word, like an exact match in Shopping Ads, only it's not as easy as just using keyword in exact match. You need to work with campaign priority and of course negative keywords.

Let's have an example - I skip the fact you usually have some structure in your Shopping Ads and probably hundreds of ad groups and more than one campaign. If you start with one campaign / one ad group targeting "all products", you will target all products, all (connected) keywords. If you have a second campaign with the same "all products" ad group, they compete. If one (A) have high priority and second (B) have low priority, all impressions go for higher priority, A.

Now it's time for negatives. B campaign has no impressions now, but if you use negatives in campaign A, all these keywords are now shown from campaign B. This is probably what you usually use to have one campaign for general keywords, another one for keywords containing brand and third one for only specific keywords - product names.

One step more - you can use exact negative match for absolutely all other shopping campaigns (A) and you target the only one word in your ad group in the last campaign with lower priority (B). If you want to target more keywords in exact match, you create ad group for all of them and (if it is a keyword which can be connected with products in other ad groups) you also add this as a negative keyword to all other ad groups in campaign.

It sounds like monkey work, but it works for important keywords, brands and it has much higher performance if you can control about what products are shown with these important keywords and you can promote bestsellers, not random products.