Broad match keywords. You either love them or you hate them. They’re the wild cards of Google Ads, sometimes delivering a jackpot of leads and sometimes wasting your entire budget in one afternoon.
The real question is: are they doing what you need them to do?
If you have been running broad match campaigns and scratching your head over the results, it might be time to take a step back and look at the bigger picture. Let’s break it down and figure out what’s working, what’s not, and how to fix it.
Why Broad Match Isn’t the Villain People Think It Is
Broad match isn’t inherently bad. It’s misunderstood. Sure, it’s risky. But when used correctly, it can help you:
Reach new audiences: Broad match is great for discovering search terms you’d never think of.
Find intent you didn’t know existed: It’s like opening a treasure chest of potential customer behaviours.
The catch? It requires finesse. Without strategy, it’s just a money pit.
Signs Your Broad Match Strategy Needs Help
Not sure if broad match is worth it? Look for these red flags:
High costs, low conversions: If you’re bleeding cash and not seeing results, it’s time to make some changes.
Irrelevant clicks: Are you getting traffic from queries that have nothing to do with your business?
Low-Quality Scores: Google’s way of telling you your ads and landing pages don’t match the intent of the traffic you’re getting.
Sound familiar? Don’t worry. There are ways to turn this around.
How to Get Broad Match to Actually Work
Focus on High-Intent Keywords
Broad match works best when your keywords have clear intent. For example, “buy running shoes” will likely perform better than “running.” Why? Because the intent is obvious.
Use Audience Signals
Here’s a tip: pair broad match with audience targeting. Google’s machine learning loves having data to work with, and this combo guarantees your ads reach the right target audience effectively.
Negative Keywords Are Non-Negotiable
Negative keywords are like your safety net. They prevent your ads from showing up for irrelevant queries. Make it a habit to comb through your search term reports weekly to build and refine your list.
Pair with Smart Bidding
Broad match can be unpredictable, but smart bidding strategies like Maximize Conversions or Target ROAS can bring some much-needed structure. These strategies let Google’s algorithm handle complex data analysis, things like user search habits, past clicks, and conversion trends so you don’t have to micromanage every keyword.
The algorithm then adjusts bids in real-time to place your ads where they’re most likely to drive results.
Testing Is Everything
A/B Test Broad Match vs. Other Types
Don’t just assume broad match will work for everything. Test it against phrase and exact match to see where it fits best. You may find it’s better for discovery campaigns than for driving direct sales.
Experiment with Geo-Modifiers
If your business targets specific regions, use geo-modifiers to localise your broad match strategy. For example, “running shoes New York” could uncover different opportunities than “running shoes California.”
Metrics To Keep An Eye On
Running broad match campaigns without keeping an eye on the numbers is like driving blindfolded. Without monitoring the right metrics, you’re setting yourself up for wasted ad spend and missed opportunities. Here’s a breakdown of what to focus on:
Search Term Reports: They reveal exactly what users are searching when your ads show up. This isn’t just about cutting irrelevant queries—it’s about spotting hidden gems you can turn into high-performing keywords. Block terms that drain your budget and double down on those that deliver results.
CVR: It’s not enough to bring in traffic; the real question is, are they taking action? High traffic with low conversions is a red flag that your broad match keywords might be attracting the wrong audience. Pay attention to what’s converting and adjust your targeting accordingly.
ROAS: At the end of the day, ROAS tells you if all this effort is paying off. It’s not just about clicks or impressions, it’s about revenue. If your ROAS is weak, dig deeper into your campaign structure and see if broad match is helping or hurting your bottom line.
When to Pull the Plug
Broad match isn’t for everyone, and that’s okay. If your business operates in a niche industry, where precision is critical, or you’re working with a limited budget that doesn’t allow for experimentation, broad match may do more harm than good.
Sticking to phrase or exact match keywords offers tighter control over your campaigns, making sure you reach only the most relevant audiences.
Think of it this way, broad match is like throwing a wide net in uncharted waters. Sometimes, you reel in treasure; other times, it’s seaweed.
But if every click counts and your ROI needs to be airtight, it’s better to fish where you know the waters are rich.
Final Words
Broad match keywords aren’t a “one size fits all” solution. They’re a tool, and like any tool, they’re only as good as the person using them. When managed with care, they can uncover opportunities you’d never find with tighter match types. But if they’re not working for you right now, don’t give up. Adjust your strategy, refine your targeting, and test relentlessly.
Because when broad match works, it works. And that’s a win every marketer can get behind.
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