When to test and when to avoid

Broad match can be a powerful tool for extending reach and capturing new audiences through Google Ads, but it’s not always the best solution for every PPC campaign.

Knowing when to test and avoid broad match keywords is crucial to avoiding overspending and ineffectiveness in your campaign.

What are broad match keywords?

Broad match keywords are now the default setting for Google Ads keywords.

When you use broad match, your ads can show for searches that include any variation of your keyword, including synonyms, related searches, and even misspellings.

For example, if your broad match keyword is “best paddleboards,” your ad might show for searches like “what is a paddleboard” or “used paddleboards.”

If not carefully monitored, these low-intent keywords can lower conversion rates and increase the overall cost per conversion.

Why test broad match keywords?

Google is constantly trying to push advertising into the test or move all keywords to broad match.

However, there are times when testing broad match can really help a campaign.

Increase reach and discover new audiences

Broad match keywords are designed to cast a wide net. By testing them, you can discover new search queries and audiences that you may not have considered.

This can be particularly useful for industries with lower search volume or that struggle to meet their target budgets.

Automate targeting and save time

With broad match keywords, Google’s algorithms do the heavy lifting, matching your ads to a wide variety of related searches.

Often, you’ll want to go through your search terms and add these broad matches as keywords in your ad groups.

Improve performance with smart bidding strategies

Broad match keywords can work well with Google’s Smart Bidding strategies, such as Target CPA or Target ROAS.

This match type is proven to have the lowest CPCs when tested against exact match keywords and phrase matches.

When to Test Broad Match Keywords

Broad match keywords offer great potential, but using them effectively requires careful management. Below are the ideal scenarios to incorporate into your strategy.

When using Smart Bidding with reliable data

First and foremost, your account must have very solid data. If you have enabled offline conversions and conversion value, these signals coupled with the conv target ROAS. max. can help Google have the data needed to automate effectively!

When exploring new markets or product lines

If you’re launching a new product or testing new keywords, broad match keywords can help you collect search intent data and add keywords you may not have found when searching. initial keyword research.

When carrying out brand awareness campaigns

For campaigns aimed at increasing brand awareness, broad match keywords can be effective without low-quality searches. The broader reach helps ensure more people see your ads when searching, which can improve visibility and brand recognition.

When using comprehensive negative keyword lists

If you have well-developed negative keyword lists to filter out irrelevant searches, broad match can be a useful tool. Negative keywords from historical campaigns or daily additions can make experimenting with broad match safer.

When optimizing for seasonality or trend changes

If your account experiences seasonality, broad match keywords can help you quickly adapt your targeting to reflect current search behaviors.

Testing broad match keywords during periods of low demand can provide insights into emerging trends and strategies to maintain conversion volume.

When managing a large ad group campaign

I’ve seen success testing broad match at the campaign level, for example with a campaign that included ad groups for every US state. With 50 ad groups, not all states have the ability to serve them.

Broad match combined with smart bidding (tROAS) resulted in a 20% increase in campaign ROAS with minimal negative keyword additions, with Google prioritizing high-performing states.

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When to Avoid Broad Match Keywords

Broad match keywords are not always suitable for every campaign. Learn when to ignore them to avoid inefficiencies and unnecessary expenses.

If you are on a limited budget

Broad match keywords can result in higher costs, especially if they are not managed carefully. If you’re working on a limited budget, the risk of overspending on irrelevant research is higher. In such cases, it’s often best to start with more targeted keyword match types.

When high precision is essential

For campaigns where precision and control of search queries is essential (such as those targeting niche markets or very high CPC industries), broad match can introduce too much variability. In these scenarios, phrase matching or exact match keywords provide better control.

If you are not prepared to monitor and adjust frequently

Broad match keywords require ongoing monitoring and optimization to ensure they drive relevant traffic. If you’re not prepared to regularly review search queries and add negative keyword lists, broad match can lead to wasted spending.

For highly competitive sectors

In highly competitive industries where every click counts, broad match keywords can be risky due to their potential to attract irrelevant clicks. In such cases, avoid broad match, where you may still see a very high cost per click on low-intent keywords.

Best practices for testing broad match keywords

Maximizing the benefits of broad match keywords involves following best practices when testing. Here are some guidelines to ensure success.

Start with a small budget

When testing broad match keywords for the first time, allocate a small portion of your budget to minimize risk. This allows you to evaluate performance without committing significant resources up front.

I recommend starting a campaign with many ad groups that could benefit from an increase in ROAS and are not a successful artist. If it works, continue testing one campaign at a time.

Monitor search query reports

Regularly review search query reports to understand which searches are triggering your broad match keywords. Use this data to refine your negative keyword list and improve targeting.

Combine with other match types

Use broad match keywords in conjunction with phrase match and exact match keywords. This allows you to capture a large audience while maintaining control over key searches.

Use smart bidding

Leverage Google Smart Bidding to optimize bids based on broad match keyword data, as recommended by Google. If a conversion value is generated in the account, this can provide Google with the data needed to use broad match effectively.

Set clear goals and indicators

Define what you want to achieve with your broad match keywords, whether that’s increased reach, improved CTR, or lower CPC. Monitor these metrics closely to gauge the effectiveness of your broad match strategy.

Unlocking the power of broad match keywords

Broad match keywords can be a powerful tool for Google, providing opportunities for greater reach and, as automation improves, better returns.

Broad match keyword testing is best suited for exploratory campaigns, brand awareness efforts, and when you have a solid negative keyword strategy. Conversely, they might not be ideal for campaigns with small budgets, high precision needs or in highly competitive industries.

Understanding when to test and when to avoid broad match keywords allows you to tailor your Google Ads strategy to better meet your client’s or account’s ROAS or CPA goals.

Remember, the key to success with broad match keywords is continuous monitoring and adjustment to ensure they align with your campaign goals.