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Some people “don’t use phrase anymore”, are they jumping to broad?
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I’ll stick to exact
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Broad has improved a ton. I definitely think it requires the volume though, and works best on ecom. Our account spends $11k-$15k/day and the search terms (that we can see) are pretty clean in each campaign.
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You don’t have enough volume or the need to justify broad. Add phrase match and ensure all your keywords still include qualifiers. Keep a close eye on search queries for the first few weeks after the change.
Once you get past 100 or so conversions per month you can add broad match keywords a few at a time.
Google needs a fair amount of conversion data in order to dial in your queries properly. Any less than 100 conversions and you probably will see a fair amount of junk search terms.
Of course these numbers are just estimates, there are many variables.
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Switching to broad match could potentially increase your reach and lead volume, but it also comes with the risk of less relevant traffic and higher costs if not managed carefully. While broad match can capture a wider range of search queries, it may also lead to irrelevant clicks and wasted budget if not properly monitored and optimized with negative keywords. Phrase match provides a balance between precision and reach, allowing for some variation in search queries while still maintaining a level of control. Ultimately, the decision depends on your specific goals, budget, and level of comfort with managing broad match campaigns. If you’re hesitant about broad match, consider testing it on a smaller scale or implementing additional controls like smart bidding to mitigate risks.
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