Google Ads Keywords for Ecommerce
Our last post discussed the more advanced boolean operator approach but concluded with a preview of keyword-matching options. Specifically, when bidding, there is the option to choose either broad, phrase, or exact match parameters. The matching options can make or break your budget regarding keywords and writing great ads for your eCommerce store. As a conservative bidder, my ads are often restricted to exact match parameters. However, whenever I employ Google’s keyword planner, the temptation to broaden my reach gets as strong as the force. For various reasons, E-commerce shops need SEM (search engine marketing) or online advertising. If your organic content, SEO, isn’t producing page-one results, Google Ads can help. Imagine you are in this post’s featured image, and your advertising and marketing budget is the tightrope. Similarly, embrace that metaphor for limiting your keyword-matching options in your Google ads.
Broad, Phrase or Exact Match?
To match or not to match, that is the question. If you are new to Google Ads and are looking for a way to pick the best keywords for your e-commerce site, here’s the scoop. Phrase match has consistently been my default Google Ad keyword matching option. Online stores should be closely aligned with fulfillment, and shipping partners should ask questions about packing and inserts. Try to gain any market knowledge you can by asking questions. Ideally, you’re in good shape if your products have a unique selling proposition USP. Remember, USP is what makes your business better than the competition. Let’s say that’s a “waterproof sealer” that “bonds in one minute.” Well, you have a good argument for an “exact match” strategy. Likewise, if your product is esoteric or very specific to your industry, like a “Delorean flux capacitor,” chances are that the exact match options will work. The short-tail broad match strategy throws marketing and advertising strategists on a budget off balance. Be aware that daily budgets can get eaten up before noon. We’ll talk about scheduling in our next post.