Aminology

If you’re promoting a product as an affiliate or even as a product owner, then make sure you continue targeting not just the well converting keywords, but also the actual URLs that are displayed on the organic search results from these high converting keyword searches. Many people still mistakenly enter a website url into a search box, and since many web users set Google (and still Yahoo) as their home page, it would be a waste to not actually bid on competitor URLs as keywords.

This technique is particularly effective for ‘product review’ sites. For example, if a user searches for www.guitarguide.com, then an advert for a review on the actual product would typically yield a high CTR and healthy conversion rate. You will of course need to create many ad groups, with each ad group targeting a different product.

You don’t even have to be an affiliate to do this.

If you own the URL in question, then go ahead and set up an ad campaign targeting the site. My recommendation is to go with a (seemingly) independent review site, as opposed to sending the user directly to your site as they intended. This is because sending visitors through an intermediary site which strongly endorses the product (while appearing as neutral as possible) greatly increases the conversion rate, increasing the possibility of a sale or lead.