How can you make Broad Match keywords work for you?

The success of PPC campaigns hinges on the data that supports them. While targeting transactional users is crucial, identifying winning keyword concepts amidst potential time and budget-wasters can be challenging. While a high click-through rate (CTR) is the goal, impressions carry significant weight, especially in the early stages of a campaign.

For advertisers navigating a new account with no existing data, the dilemma is evident. How does one accumulate enough data to refine and optimise the campaign?

Enter Broad Match, a match type that sparks debates due to its potential impact. Designed to attract the broadest audience, Broad Match can be divisive. On one hand, it generates impressions abundantly, triggering ads for any query containing the keyword, regardless of context. On the other hand, irrelevant ad impressions lower CTR, leading to increased cost per click.

It’s easy to dismiss Broad Match as a budget-draining villain that diminishes CTR and quality score. However, when used strategically, Broad Match can provide invaluable data at a reasonable cost.

Here’s how to make Broad Match work for you:

1. Pair Broad Match with Long-Tail Keywords:

   Leverage Broad Match alongside long-tail keywords, as sophisticated search engines excel at understanding user intent. Long-tail keywords, indicating transactional users, benefit from the flexibility Broad Match offers in the keyword phrase without altering intent.

2. Avoid Single-Word Keywords:

   Steers clear of single-word keywords unless they are brand-centric and set to exact close variants. Single-word keywords lack context, potentially leading to unintended ad impressions.

3. Ensure Sufficient Keyword Length:

   Set broad match keywords to be at least 3-4 words long to provide the necessary context and avoid ambiguity.

4. Showcase the Data:

   Broad Match contributes to data collection by allowing ads to be matched to synonyms and close variants. This unbiased picture of market searches aids in refining keyword concepts and identifying negative keywords for budget protection.

5. Cost-Effective Impressions:

Broad Match tends to cost less per click, providing a cost-effective way to generate impressions. Looser connections allow for lower maximum cost per click, and impressions create a branding opportunity without additional costs.

Despite its drawbacks, Broad Match outperforms in conversions, bringing in 56% more than exact match. As the default match type in AdWords, Broad Match is favoured for its data-generating capacity at the campaign’s outset. When using Bing Ads, account for the broader scope of Broad Match and plan accordingly.

While Google recommends Broad Match + Smart Bidding, caution is advised, especially for beginners. Share your success stories with Broad Match – when has it played the hero in your campaigns?