Did you immediately think “to be able to use keywords like regular Search campaigns?” If so, you’re not alone.
When Google rolled out their new Shopping campaigns back in 2013, they told all of us to “create product groups for the items you want to bid on.” The frustration with this was that it took away control of the queries our ads would show on; similar to using pure broad match keywords in Search. Our only hope was to repeatedly add negative keywords to try and cut out any queries the Google brain was matching to our products. Even then, you may have a good idea of which products were showing on which queries, but you didn’t know exactly.
If you scour the Internet, you’ll see articles enlightening readers about how broad match keywords “kill” PPC accounts. On the other hand, you’ll find those that claim the lack of broad match use costs advertisers extra conversions. So who’s right and who’s wrong?
It reminds me of politics in America. On most issues, both sides can bring legitimate points. But division is perpetual because most shape their perspectives based on their personal experience. Only a select few are able to weave all perspectives together into something healthy that can work for everyone.
Although the broad match debate isn’t as serious as major issues facing the world, I’m going to attempt to expose the nuggets of truth from both sides of this debate and weave them together to benefit all of mankind. God help me :).