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How well broad match does varies so much on the stage our campaign is at. I don’t like at all to use broad match right from the start with no conversion data, it’s a recipe for disaster.
Google does not know the kind of leads to find so it will start showing our ads to any query that remotely relates to your keyword which eats up the budget fast.
So I would first like to have the needed quality conversion data in the campaign in the month using exact & even phrase match using manual CPC
Then add a huge number of negatives & switch to max conversions with a competitive enough target CPA.
Now that we’ve trained the algo on what leads to get us & the campaign is mature then comes the broad match part.
Following all those steps, I find long tail broad match keywords delivering far better results
