A Guide to Determining When to Test and When to Avoid Broad Match Keywords
Broad match keywords can be a powerful tool for expanding reach and capturing new audiences via Google Ads. However, it’s important to know when to test and when to avoid using them in order to prevent overspending and inefficiency in your PPC campaign. In this article, we’ll explore what broad match keywords are, why you should test them, when to test them, when to avoid them, and best practices for testing.
Broad match keywords are the default setting for Google Ads keywords. When you use broad match, your ads can appear for searches that include any variation of your keyword, including synonyms, related searches, and even misspellings. While broad match keywords can help you reach a wider audience, if not carefully monitored, they can lower conversion rates and increase the overall cost per conversion.
Testing broad match keywords can be beneficial in several scenarios. Firstly, it allows you to increase reach and discover new audiences. Broad match keywords are designed to cast a wide net, so testing them can help you uncover new search queries and audiences that you may not have considered before. This is particularly useful for industries with lower search volume or that struggle to hit target budgets.
Another advantage of testing broad match keywords is that it automates targeting and saves time. Google’s algorithms match your ads to a wide variety of related searches, reducing the need for manual keyword selection. By going through your search terms and adding these broad matches as keywords in your ad groups, you can enhance performance and ensure that your ads are reaching the right audience.
Furthermore, broad match keywords can work well with Google’s Smart Bidding strategies, such as Target CPA or Target ROAS. Smart Bidding is proven to have the lowest CPCs when tested against exact and phrase match keywords, making it an effective strategy for maximizing your return on investment.
So, when should you test broad match keywords? There are several ideal scenarios for incorporating them into your strategy. Firstly, if you’re using Smart Bidding with strong data, such as offline conversions and conversion value, broad match keywords can help Google automate effectively. Additionally, if you’re exploring new markets or product lines, broad match keywords can provide valuable data on search intent and help you identify keywords that you may have missed in your initial research.
Broad match keywords are also effective for brand awareness campaigns. The wider reach helps ensure that more people see your ads when searching, which can boost brand visibility and recognition. If you have comprehensive negative keyword lists to filter out irrelevant searches, broad match can be a useful tool. It allows you to experiment with new keywords while minimizing the risk of attracting irrelevant clicks. Lastly, if your account experiences seasonality or trend changes, testing broad match keywords during times of lower demand can provide insights into emerging trends and help you maintain conversion volume.
However, there are instances when it’s best to avoid using broad match keywords. If you have a limited budget, broad match keywords can lead to higher costs, especially if not managed carefully. In these cases, it’s often better to start with more targeted keyword match types. Similarly, for campaigns where precision and control over search queries are essential, such as those targeting niche markets or high CPC industries, broad match may introduce too much variability. In such scenarios, phrase or exact match keywords provide greater control.
If you’re not prepared to monitor and adjust frequently, broad match keywords may not be suitable for your campaign. They require ongoing monitoring and optimization to ensure they’re driving relevant traffic. Lastly, in highly competitive industries where every click counts, broad match keywords can be risky due to their potential for attracting irrelevant clicks. In these cases, avoiding broad match can help you maintain a high-quality audience.
When testing broad match keywords, it’s important to follow best practices to ensure success. Start with a small budget to minimize risk and gauge performance. Regularly monitor search query reports to understand which searches are triggering your broad match keywords and refine your negative keyword list accordingly. Combine broad match keywords with phrase and exact match keywords to capture a wide audience while maintaining control over key searches. Leverage Google’s Smart Bidding strategies to optimize bids based on broad match keyword data. Finally, set clear goals and metrics to assess the effectiveness of your broad match strategy.
In conclusion, broad match keywords can be a powerful tool for expanding reach and capturing new audiences in your Google Ads campaign. However, it’s important to know when to test and when to avoid using them. Testing broad match keywords is best suited for exploratory campaigns, brand awareness efforts, and when you have a robust negative keyword strategy. Conversely, they might not be ideal for campaigns with low budgets, high precision needs, or in highly competitive industries. By understanding when to test and when to avoid broad match keywords, you can tailor your Google Ads strategy to better meet your goals and maximize your return on investment.
