Should Broad Match Keywords in Google Ads be Used?
Many Ads managers won't use broad match keywords in Google Ads because they can burn a lot of money for dubious results.
Most often the Ads managers are correct to not use broad match keywords, but there can be exceptions.
Let's be clear, broad match keywords can be a blowtorch put to a pile of cash.
However, in the right conditions they can work.
Sometimes broad match keywords can be a surprising success – but only if the campaign is very closely watched and the following steps are followed.
First, the Google Ads campaign using broad match keywords has a solid track record and has conversion tracking in place on the site. Broad match keywords going to a campaign which doesn’t have its conversion tracking in place is living dangerously.
Second, double check the search teams for ad group and be sure to move keywords which don't apply, or are inefficient for your business, into “negative” keywords. Negative keywords are essential for eliminating poorly converting and wasteful keywords.
Third, be sure the ad group is watched at least 3 times a week to catch any keyword runaways.
Fourth, make it a broad match term, never a single keyword. Use at least a 2- 3 word term to better narrow the search results.
Fifth, try various aspects of the same phrase. For instance, let’s say a business sells used cars in Denver. Here are three alternatives for your broad match Google Ads keywords:
Used cars Denver
Second-hand cars Denver
Pre-owned cars Denver
Try one broad match keyword at a time and keep the bids low so they’re approximately in an average position of 3.
You may have a pleasant surprise how one or two of the keywords may return immediate results with a great cost of conversion.
Broad match can work well, but broad match keywords can’t be left alone! A broad match keyword term may produce great results at first and then stop producing with the same efficiency it was in the beginning. So watch these carefully!
To make sure that your Google Ads and PPC campaigns are on the right track, contact Christopher here for your complimentary Google Ads account or campaign review.