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In 2023, I remain unconvinced that Broad Match keywords in Google Ads & Bing Ads are worth it
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they aren’t
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I was recently contacted by a business owner who was almost crying. She had received some “excellent quality” assistance from a google rep during the past months. They suggested to apply the “infamous” recommendation regarding broad match. We took over the account, and guess what, 90% of the budget was being spent for irrelevant searches.
This might be a solution for some advertisers, but i feel that for most it is going to be a waste of money. -
I agree with you. Broad match requires more unnecessary upkeep in the form of constant negative additions and the catchment net still seems to be too wide.
Most of my accounts I use a mix of phrase and exact to see what is getting conversions and run with those.
Yes you get cheaper cpc’s but I find less conversions and more work to save a margin that isnt really that important in the grand scheme of things.
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