The Brutal Truth About Broad Match Keywords in Google Ads

In the digital marketing space, the debate over broad match keywords continues to divide opinions among agency folk and business owners we’ve spoken to. While some praise their versatility, others warn of their potential to drain advertising dollars. In this article, we’ll break down the truth about Broad Match keywords in Google ads and we’ll delve into why relying solely on broad match keywords might not be the smartest move. Unless you’ve exhausted other match types, have a hefty budget, operate in a niche sector, or just want to flush your money down the loo because you’re far too loaded.

The power of Broad Match keywords – Stop Burning Money

1. Precision is Key: Let’s face it, broad match keywords are like casting a wide net in murky waters. Sure, you might catch something. But more often than not it’s something you don’t want, or, it’s just a waste of time and resources. Start with the basics. Use more targeted match types like exact match or phrase match to reel in the fish that are actually worth catching. Once your boats full, get a bigger boat and reevaluate where you want to cast your net.

2. Watch Your Wallet: Here’s the cold, hard truth. The broad match keywords can bleed your ad budget dry faster than you think. Take control of your spending by setting strict budget caps and keeping a hawkish eye on campaign performance. If you’re feeling brave, consider automated bidding strategies on one campaign to see if it can help stretch those precious pounds further. Do not, I repeat, do not, put it on your most important campaign straight away. Please test first.

3. Take Charge with Negatives: With broad match, you’re at the mercy of the algorithm, and let’s be honest. It’s not always looking out for your best interests. Take back control by regularly reviewing search term reports and adding negative keywords. Don’t let irrelevant traffic bog down your campaigns. Cut the dead weight and focus on what matters.

4. Strategic Thinking Wins: Broad match should never be your go-to strategy. It’s more like a last resort when you’ve exhausted all other options. Stick to what works: high-performing search terms from exact match and phrase match. If you’re struggling to keep up with the competition, stop, reconsider what’s important and realise keeping up with others isn’t important. If you’re going to consider broadening your keyword strategy—do it with purpose, not desperation.

5. Niche Doesn’t Mean Easy: Sure, niche markets might seem like low-hanging fruit for broad match. But let’s be real, there’s still plenty of rot in the basket. Google also tend to place a premium on low competition terms so be wary. Monitor your performance metrics like a hawk and be prepared to pivot if things aren’t going your way.

Conclusion:

The truth about Broad match keywords in Google Ads can be a game-changer when used strategically. As you can see, there are definitely reasons to not use broad match, at least not at the beginning. Focus on efficiently scaling your campaigns to diminishing returns then review. Diminishing returns usually is around the 80% impression share mark, but can fluctuate +/- 10% or so. If you’ve got any questions get in touch.

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FAQs

Q: What are Broad Match keywords in Google Ads?
A: The broad match keyword will match all the searches of equivalent phrases and exact match keywords, plus additional related searches.

Q: Will using Broad Match keywords increase my Ads spend?
A: Broad match keywords can lead to more clicks, which might increase spending. It’s important to monitor and adjust your campaigns regularly.

Q: What are the advantages of smart bidding with broad match?
A: Board Match keywords are the best bid to give you a higher chance of getting valuable clicks or conversions without wasting money on irrelevant searches.

Q: How do I know if Broad Match keywords are right for my campaign?
A: Evaluate your campaign goals, if broad reach and keyword research are priorities, broad match could be beneficial.

Q: What are the benefits of Broad Match keywords?
A: Broad match extends its reach beyond exact and phrase match by identifying related queries. This helps you attract more visitors to your website, spend less time building keyword lists and focus your spending on keywords that work.