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By Prem Gupta · July 29, 2025 · Curated by George's Blog
During a few of our recent audits, we noticed a different approach being used for ranking campaigns (campaigns intended to improve keyword rankings). However, upon further analysis, we found that this type of setup is unlikely to deliver the desired results.
In all these campaigns, the same keyword was added in both Phrase and Exact match types within the same ad group. As expected, Phrase match was performing better while Exact match underperformed, which is understandable. Phrase match tends to accumulate conversion and click history faster due to its broader traffic coverage.
A better strategy for ranking keywords is to create single-keyword campaigns using Exact match only. Set high budgets and competitive bids, and boost TOS placements to maximize visibility. Run these campaigns consistently for 1 to 2 weeks to influence keyword ranking. Additionally, it is equally important to optimize the product listing, including title, bullet points, and other key contents.
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