Broad match, Google's most flexible keyword match type, has been around for a while. When Broad Match is utilized, advertising may appear on searches that are connected to the keyword but do not contain the phrase itself. Because of its adaptability, Broad Match is classified as a "loose" match type.
Managing search queries and ensuring everything is relevant and working efficiently has always been difficult when the match type used is broad. However, as automation capabilities become increasingly important in a successful Google Ads account, we find ourselves revisiting the broad match and how it might be tested strategically in 2023.
When creating a Google search ad campaign, choosing the right keywords is essential for ensuring that your ad is seen by the right audience. One option to consider is using broad keywords, which are less specific and have a higher search volume.
Broad keywords can be a great way to increase visibility and reach a larger audience, but it's important to use them strategically to maximize their effectiveness.
Consider broad match keywords through the search engine's lens:
In the past, search engines have been more rigid in how they understand a user’s needs and the content of a website. SEO practices have changed from a greater focus on keyword stuffing to needing to provide more useful content to the person searching. The updates Google has made to its language processing algorithm, BERT, have made these changes possible. This means the engine has a better understanding of intent.
Google even provided this detailed look at how different keyword match types will impact keyword selection:
Benefits of using broad keywords:
1. Increased visibility: Broad keywords have a higher search volume, which means they are more likely to be used by people searching for products or services similar to yours. This can increase the visibility of your ad and bring in more potential customers.
2. Lower cost-per-click: Because broad keywords are less specific, they are often less competitive and therefore have a lower cost-per-click. This can help you save money on your ad campaign while reaching a large audience.
3. Greater flexibility: Using broad keywords allows you to target a wider range of search terms, giving you more flexibility in your ad campaign. This can be especially useful if you offer a wide range of products or services.
4. Use an automated bid strategy: Over the years, Google has worked hard to improve its ability to forecast user behavior based on historical user data. Because this is a top-of-funnel strategy, you'll want to make sure you're utilizing automation to help boost the quality of traffic you're driving to the website.
5. Broad match is able to leverage unique signals not available in other Match Types:
In 2023, increasing the usage of broad match keywords in your Google Ads campaigns may help you reach a broader audience, increase the performance of your ads, and save time and effort in managing your campaigns.
Best practices for using broad keywords:
1. Use negative keywords: To avoid attracting irrelevant traffic, use negative keywords to exclude search terms that are not relevant to your business from your ad campaign. In the beginning, I would recommend performing daily SQR for a few days and then moving it to weekly.
2. Monitor your search terms: Keep an eye on the search terms that trigger your ad and make adjustments as necessary to exclude irrelevant terms and optimize for relevant ones.
3. Use long-tail keywords: In addition to broad keywords, use long-tail keywords that are more specific to your business to attract a more targeted audience.
4. Use ad groups: Organize your keywords into ad groups based on themes or product/service offerings to help increase the relevance of your ads to the right audience.
5. Test and optimize: Use A/B testing to optimize your ad copy and landing pages for the broad keywords you're targeting and monitor your metrics like click through rate (CTR), conversion rate, bounce rate, and cost per conversion.
Still not convinced? I’ll share some data with you that will blow your mind. 🤯
- We spent $40K on this test to put the final nail in the coffin on this discussion, it lasted 6 months, and the target country is the United States.
- In these three campaigns, we began with a similar set of keywords and kept a close eye on the search terms on a regular basis to eliminate any irrelevant ones.
- CPCs were more than four times higher on exact and phrase keywords, allowing broad to serve four times as many clicks with the same budget.
- There was no significant difference in CTR, but the overall Conv rate was lower than the other two match types, which is somewhat evident, but when we look at overall level statistics, that CVR difference doesn't matter.
- The overall CPA is 6X higher in the exact campaign and roughly 3X higher in the phrase campaign, there were a few leads that were irrelevant, but even after removing them, the overall CPA is still significantly lower than the exact and phrase campaigns.
- We spent 53% of the budget on broad campaign and received 81% of the conversions, which is substantially better than other campaigns.
In conclusion, using broad keywords in your Google search ads can be a great way to increase visibility and reach a larger audience, but it's important to use them strategically and in conjunction with other tactics to maximize their effectiveness. By following these best practices, you can effectively target a wider range of search terms and attract more potential customers to your business.