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Broad match keywords additional signals
Posted by on July 27, 2024 at 2:28 pmHi everyone
I understand broad match keywords can utilize additional signals unavailable to the other match types (exact or phrase). These signals include: website’s landing pages, different keywords in the ad group, users’ previous searches, predicted performance, and user location.
Is the above is correct?
If the above is correct is it better for a service business to use broad + exact rather than phrase + exact?
My service business provides care at home for people with care and support needs for example; seniors, people recovering from illness/surgery.
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1 Reply
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I wouldn’t say better necessarily, but it is something sometimes worth testing. We haven’t seen it pan out particularly well in most cases, but in a couple use cases we have and “in theory” what you’re thinking is right.
But the thing with the additional signals for broad match is that it’s using those signals to match to more variants, not using it to necessarily match to better queries that will convert better. So having exact match keywords to point it in a certain direction should help, but it doesn’t always play out that way.
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