In the world of Google Ads, selecting the right keyword match type is crucial to the success of your paid campaigns. You’ve probably come across broad match, phrase match, and exact match, but which one works best for your business? Today, we’re taking a casual dive into why broad match keywords, when used correctly, can give your campaigns an edge.
What Are Broad Match Keywords?
Broad match keywords allow your ads to show up for a wider variety of search terms. Essentially, Google uses its algorithm to figure out what your potential customers might be searching for, even if they don’t use the exact keyword you’ve chosen. For instance, if your broad match keyword is “luxury watches,” Google might display your ad for searches like “high-end timepieces” or “expensive wristwatches.” This is perfect if you want to capture users who are searching in a more conversational or varied way, particularly with the rise of mobile and voice searches (Semrush)(Synapse SEM).
Broad Match vs. Exact Match: Flexibility vs. Precision
The main advantage of broad match over exact match keywords is the sheer volume of potential traffic. Exact match is great when you know exactly what your customers are searching for, but it can be restrictive. Exact match limits your ads to search queries that are very close to your keyword. While this may drive highly relevant traffic, it also cuts you off from users who may be searching for similar products using slightly different language (Semrush).
Broad match, on the other hand, captures a wider range of search intent, bringing in more traffic and potential customers who are just starting their research or using varied search terms. That said, this comes with a trade-off: you might attract some unqualified traffic, so it’s important to monitor and tweak your campaigns regularly (Synapse SEM)(ADRUSH Digital).
Lower Costs, Wider Reach
One of the lesser-known benefits of broad match keywords is cost. Broad match tends to have a lower cost-per-click (CPC) compared to exact match because it’s less competitive. Advertisers bidding on exact match terms are targeting very specific users, often driving up bids due to high competition for those precise queries. With broad match, you can scoop up a larger audience at a lower cost (Synapse SEM).
This makes it a great option if your goal is growth and you’re not overly concerned with hyper-targeted traffic.
Broad Match and Smart Bidding: A Winning Combination
To get the most out of broad match keywords, combining them with Google’s smart bidding strategies is key. Google’s AI uses your campaign data to optimise your bids, and broad match keywords give it more data to work with. This synergy allows Google to make smarter decisions about which searches are most likely to convert, leading to more efficient ad spend (Google Ads Master).
However, to prevent your ads from being displayed in irrelevant searches, using negative keywords is crucial. Negative keywords allow you to filter out irrelevant traffic while still benefiting from the broader reach that broad match offers (ADRUSH Digital).
When to Use Broad Match Keywords
Broad match works particularly well when:
- You’re looking to grow your business: Broad match is perfect if you want to reach more people and increase brand awareness. It’s especially useful when launching new campaigns (Synapse SEM).
- Your product or service is easily understood: For straightforward products like “luxury watches,” Google can match your ad to relevant searches. For more niche products, however, you may need to be cautious to avoid attracting irrelevant clicks (Synapse SEM).
- You have a flexible budget: If your campaign is geared towards growth rather than strict efficiency, broad match can deliver more clicks and impressions(Semrush).
Broad match keywords offer a great way to extend your campaign’s reach, discover new search terms, and lower costs, all while providing an opportunity to grow your brand. While exact match and phrase match have their place, broad match keywords allow you to tap into Google’s powerful algorithms, helping you reach more users without spending hours crafting long lists of specific keywords. Just remember to use negative keywords and keep a close eye on performance to ensure you’re attracting the right audience.
For any business looking to broaden its customer base, especially in an age where search queries are more diverse and conversational, broad match is a smart move.
With some fine-tuning and the right strategy, broad match can give you both growth and insight, all while keeping costs manageable(2Stallions)(Synapse SEM).
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