Apr '23 in General
Some Thoughts On Broad Match Keywords
So if you've been on the internet in the last few months and stumbled across anyone talking about Google Ads, you've probably heard one of two things:
- Auto-applied recommendations (AAR) are awful (they are)
- Broad match keywords are getting better (a bit more complicated)
We're not going to talk about AAR. Very few of them are worth turning on.
We are going to talk about Broad Match keywords, though.
On one hand, we can safely say that Broad Match keywords are a viable option now.
Google has done a lot of work to improve its algorithm and has also ruined Phrase Match and Exact Match keywords by seeking to match by search intent (not something computers get right every time).
This means that Phrase Match keywords act much more like Broad Match used to act, and Exact Match is closer to what Phrase Match used to be.
So yes, Broad Match is now worth testing.
I've seen and heard reports of lower cost-per-click prices and more conversions from Broad Match keywords than from the same keyword's Phrase or Exact Match variants.
When matching search terms to keywords, if you have the same keyword with multiple match type variants, Google will match the search term to the keyword that has the highest ad rank (quality score, bid, etc).
Google has been choosing Broad Match more
However, you'll need to be careful about how you test them, as has always been the case.
Here are some things to think about regarding Broad Match keywords:
- It's still Broad Match. Watch the Search Terms Report closely.
When you turn on one or more Broad Match keywords, check the Search Terms Report frequently to make sure Google isn't completely missing the mark. Add Negative Keywords liberally, opting for Phrase Match negatives as the default Negative Keyword Match Type.
2. Err on the side of specificity.
Broad Match keywords, as with most of Google Ads now, is heavily affected by machine learning. Thus, the more data you give it, the more likely it is to do what you want (e.g. perform well). Add to that the fact that people are searching with more specificity these days and it makes sense to use long tail keywords, especially with Broad Match. If you want to use 1-2 word keywords, you may want to stick with Phrase Match.
3. Sometimes the magic works, sometimes it doesn't.
Sometimes Broad Match just falls flat. You get a bunch of irrelevant search terms that waste your budget and no amount of Negative Keywords can save you. In these cases, if you've tried Phrase and Exact Match keywords and can't get any traction with them, you're better off testing Dynamic Search Ads.
Takeaways:
- It's worth testing Broad Match, but proceed with caution
- Start with long-tail keywords when using Broad Match
- If it isn't working after adding a lot of negatives, it's probably not your fault. Pause and move on.
I hope this has given you some food for thought! It was on my mind and I wanted to share it with you.
Feel free to comment with questions, arguments, insights, your own experiences, or things you would add.
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Some Thoughts On Broad Match Keywords
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