They say we should avoid broad match keywords in our Google Ads campaigns. But is this always the case? Are there situations where broad match keywords are useful? Let’s see together when to avoid and use them.
To fully understand when to avoid and use broad match keywords, you need to understand the 3 types of keywords offered by Google Ads:
|Type of keyword||Keyword selected for the ad||Examples of searches showing the ad||Details|
This type includes the exact keyword and its variations such as misspellings, abbreviations, acronyms, accents, and plural.
By choosing this type, your ad will normally not appear on “Landscaping service,” for example. Since Google has recently relaxed its rules, however, it is still important to consult the search terms report when checking the performance of your ads.
Landscaping in St-Hyacinthe
Residential landscaping service
This type includes the exact phrase and other words inserted before or after.
By choosing this type, your ad will not normally appear on “Outdoor design in St-Hyacinthe” or “Land development plan,” for example. Since Google has recently relaxed its rules, however, it is still important to consult the search terms report when checking the performance of your ads.
Exterior Renovation Ideas
This type includes your keyword, synonym queries, and variations deemed relevant by Google (but not always relevant to you).
By choosing this type, your ad always appears. That’s why you have to be so careful!
Prior to summer 2021, there was a fourth type of keyword: broad match modifier keywords. If you had created such keywords before the update, they are still functional. If you create keywords now, they will be saved as exact phrases.
In a previous article, we said that using broad match keywords is one of the costliest errors in Google Ads.
And indeed, broad match keywords span so wide that there is a real danger of your ad being shown to people who aren’t actually interested in your service. As we explained, you would not want your ad to appear on the keywords “garden store in St-Hyacinthe” if you offer landscaping services! Yet, that is what broad match does. The latter is therefore generally to be avoided, unless you meet some very important conditions.
However, broad match keywords are not just to be avoided: they are very useful for finding new keyword ideas.
This type of keyword gives us access to a larger audience and a lot of data. The cost per click (CPC) is also generally lower. However, several criteria must be considered.
Before you jump into broad match, your ad account should be well structured. It should be in place for a long time, and have a good campaign history.
To avoid showing your ad on irrelevant queries and unnecessarily melting your advertising investment, it is essential to properly configure your conversions and your audience. A technique we would recommend? Use broad match keywords in combination with remarketing or in-market audience targeting.
Speaking of investment, we suggest running your broad match campaign in isolation. This makes it much easier to manage your budget, and ensure that the return on investment provided by the keywords carefully selected in the Exact match and Phrase match types is not diminished.
Broad match campaigns should only be an exploratory portion of your ad account, not the whole thing. Keep launching more campaigns that use Exact match and Phrase match!
Broad match keyword campaigns may be a good strategy for your ad account or your client’s ad account. Consult us to find out!
In addition to advising you on the most appropriate types of keywords, we can set up tools that block false clicks and Google Ads fraud, tell you about the best types of advertising campaigns according to your business objectives, and so much more for your web media purchase.
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