Branded Shelves update: more relevant searches with the same keywords

Until now, Branded Shelves only worked with exact match: the search query of a customer had to match your keyword exactly. With phrase matching, words can appear before or after your keyword, as long as your keyword is included entirely and in the exact same order.

Example

Keyword: Nike running shoes

✅ nike running shoes

✅ nike running shoes women

✅ blue nike running shoes

❌ running shoes nike (different word order)

❌ nike running shoe (singular)

How does it work?

You decide per keyword whether to use phrase matching. So you can combine exact match and phrase matching within the same campaign.

• New campaigns: phrase matching is enabled by default. You can disable it per keyword.
• Existing campaigns: phrase matching is disabled. You can check the box yourself for the keywords you want to use it for.

Keywords with phrase matching enter into more auctions. This generates more impressions and clicks, and it also means your daily budget might run out faster than you are used to. Keep an extra eye on your budget and bids during the first two weeks.

Singular and plural forms, spelling errors, and variations with accents or punctuation are not included yet. Capitalization does not matter. If you want to be found on those variations as well, add them as a separate keyword for now.

1. Enable phrase matching for keywords where you want more reach. If you want to see the effect first, start with a selection of your keywords.

2. Check your daily budget and bids in the first few weeks.

3. Use negative keywords to exclude searches you do not want. From early October, you will also be able to see which search queries and match types you matched with in the search term report, allowing you to make targeted adjustments.

Phrase matching is the first step. We are working on smarter matching, including singular and plural forms and common spelling errors, as well as matching that better connects to the intent behind a search query.