Joop is running a Sponsored Brands video campaign to help drive conversion. Which keyword strategy would best help them meet their goal?

Prioritize phrase match or brand terms, then broad match, and negative targeting to remove irrelevant terms

Prioritize exact match bids and category terms, followed by phrase or brand terms, then broad or other brands/product's terms

Broad match keywords to cast a wide net of impressions for shopping queries related to the brand's products


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Joop is running a Sponsored Brands video campaign to help drive conversion. Which keyword strategy would best help them meet their goal?


Explanation: The correct answer is **Prioritize exact match bids and category terms, followed by phrase or brand terms, then broad or other brands/product's terms**. When running a Sponsored Brands video campaign to drive conversions, it is crucial to prioritize exact match bids and category terms because these allow for more precise targeting of customers who are actively searching for specific products or categories. Exact match bids ensure that the ad is shown only to users who are searching for the exact keywords, leading to higher relevance and a greater likelihood of conversion. Following up with phrase or brand terms helps refine the targeting further by reaching users who may be searching for variations of the brand or related products. Broad or competitor brand/product terms can be used to cast a wider net, but they should be used after more specific targeting methods, as they may result in less targeted traffic and higher competition. This strategic approach ensures the campaign is more likely to reach the right audience with higher intent, increasing the chances of conversion.

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