“Only rookies use broad match” — so I heard.
Although, I admit, I agreed with the statement before. Nowadays, I am more inclined to say that only real experts are using match type broad for a keyword.
There are several reasons why you come to the PPC industry and all you hear is: “Use exact match keywords so you have control” and it is so true.
With exact match keywords you are able to have “absolute” control — it can include misspellings — which allows you to have the best ad copy, and bid, for that search term and in turn get more relevance and optimize your CPC.
But you should look at the bigger picture. Is it restricting your campaign that much, helping your conversions?
I first discovered this with DSA (Dynamic Search Ads) campaigns, where the campaigns got to much more search terms than all the 20.000 keywords I had in my Adwords account with a better CPC. Which makes sense.
When you create a DSA campaign, you are giving Google your entire (or a portion of) website for Google to use in its thousands of searches. This means that each page on your website will, sort of, become a broad match keyword. And of course, with all those keywords Google will have more search terms for the campaign to show its ad.
So here they are, 5 reasons why you should be using a broad match keyword on your campaign and how:
1. You’re only human
Not even the best machine would be able to predict every possible search term a person would type on Google search, so why would you want to take that responsibility? When you add 1 keyword that best represents the product you are trying to sell, then Google will show your ad to every related query. How close that match is, might be questionable but there are ways to control it.
2. Broad match can work with a shared bidding strategy
As you may know, Google Adwords gives you the option of creating a shared bidding strategy. This bidding strategy allows you to have a shared (or not) strategy between several campaigns depending on your objective forcing the system to show your ads only when it makes sense and not all broad search terms. https://support.google.com/adwords/answer/2472725?hl=en
When you have a broad match keyword you can give it a bidding strategy like: CPA, Maximize Clicks or ROAS. This will allow the system to only bid on search terms that are aligned with your objective. If you are aiming towards conversions, for example, give it a Target CPA that is lower than your average account CPA. This will insure that the system will only bid accordingly or it will stop bidding.
3. Take advantage from Google’s optimizing machine
Google knows everyone’s search patterns and who is (or will be) looking to buy a new computer (hence, in-market interests for GDN campaigns). Using Google Adwords automated bid will allow it to take advantage of this knowledge. Something that, when you apply a Max. CPC bidding, you cannot do.
4. Controlled strategy CPA / ROAS
Don’t be afraid when using a bidding strategy. Google Adwords will do everything to meet your goal if you correctly apply you bidding strategy and if it can’t do that it will lower your bid to a 0.01€ (or you can limit it if you like) and stop investing.
5. Discover new search terms you can add as exact to your campaign
If you are anything like me — a huge control freak — you can go and look for the new search terms that Google Adwords decided to bid on and add them to your Exact match campaign.
Here’s how you can do it:
1. Create a separate campaign
This will allow you to control the campaign budget and easily keep an eye on its performance. So, one campaign and one Adgroup for one keyword.
2. Add the best keyword that describes your business
Start with one. It will give you more control and you can easily add other keywords later. For instance: If you sell DVDs online, your broad match keyword should be: buy DVDs online. Don not use it for specific products like: Star Wars Episode VII — The Force Awakens DVD. Like this you will not be able to take full advantage of your broad match keyword. Besides, if the person would have a high probability of converting for this product, with the “buy DVDs online” broad keyword, your ad would show up.
3. Add a bidding strategy
As I said before, adding a bidding strategy will help your campaign to take advantage from Google’s knowledge on every user. Select shared bidding strategies so you can later see its progress in the shared library.
4. 10/10 Quality Score (QS)
When you have a broad match keyword and have no control over the search term it will show for, you might as well have the best possible QS to that main keyword to reduce its CPC.
5. Exclude keywords you already have in your campaign
If this is the keyword that truly best describes your business, than I guess you already have it on your campaign. Be sure that you are not bidding for it in your new broad match campaign.
Try it out and let me know your results. I have seen some cases where this works like a charm and others that the campaign (not the account) stops investing because it does not have cheaper CPA’s.