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Sorry, this is another broad match question but really??
Lots of people talking about broad match working. I’ve never touched it with a shitty stick, but is the algorithm/AI really working now? Say I sell Paris walking tours and I use that in BM, are we really saying my budget won’t be spanked in 30 seconds flat on anything that says “Paris” or “walking” or “tours” ??
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1 Reply
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Honestly, yes, it’s working.
Exact match is still (for now) prioritized over Broad, so this is comforting to me. Start small and test into it.
I wouldn’t be surprised if they rebranded Broad match to remove the stigma. With how things are going, I’d bet on Performance Match or AI Match.
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It’s still pretty hit or miss. Worth isolating broads into their own ad groups so you can set appropriate bids/targets so they don’t suck up all your budget, and so you can flesh out the negatives enough to cut off garbage when it comes in.
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You have to get out of the old mindset of what broad match used to be.
In the past it was just connecting the keyword(s) you entered to all larger search terms.
Today, broad match is contextual. Negatives will help remove irrelevant context when they occur, but paired with an automated bid strategy it is night and day compared to what it used to be.
I guarantee if you look at your search terms report you’ll see “close match variant” all over the place. That’s just google sneaking in broad match when it makes sense.
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Sometimes I wonder why everybody is preaching broad match? For products/shopping it might work, but for leads it sucks big time, I am including English and other languages as well (French, Spanish, Italian)
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Idk how you can be In this industry without even testing it at this point
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I recommend running as an experiment and seeing if it works for you
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Probably if your budget is only 20€ a day, I’d stick with what you got. But if you are maxing out on performance and want to generate more reach while degrading some ROi then it is the way to go. « Paris walking tour » would probably show up for « things to do in Paris » « catacombs » « where to walk in Paris »
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Broad match takes time, I would not start a lead gen campaign that way. Broad + Automated bidding. Works great after you spend a good amount of money to get it there. Sucks at first and it has no problem spending all the money you provide it. With some elbow grease broad is great but it’s stressful getting it there.
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Sometimes it does, sometimes it doesn’t.
If your keywords are prone to being ambiguos in their search intent, then stay away from it.
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Broad match works for me in pretty much every account, it’s not what it used to be and you have to adapt. It’s the future of search.
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If there are a lot of ways someone could search for what you sell, broad can work really well.
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That’s why negative keyword lists exist.
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I tested broad match keywords on several campaigns but the experiment campaign’s performance vary.
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Answered the same question on other post
Broad match combined with automated bidding – tCPA and tROAS works well as you bid on search terms which are most likely to convert and hence the junk traffic is eliminated to great extent
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Why don’t you make a sacrifice budget and expirement with it.
With my 2 cents, I can surely tell you the broad match is working for me cause if I have enough conversion data and my journey is build to optimize the campaign.
Someone rightly called broad match as intentional match
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