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Who else is seeing success with broad match and lead generation via Google ads?
Anyone else seeing success with broad match and lead generation?
A Google rep came along and convinced me to switch to broad match in a carpet cleaning campaign and switched to max conversions. To my surprise a struggling campaign started performing really really well on a very small budget (less than £1000 per month).
Anyone else seeing success like this?
Feel like broad will be the only way to go in a few years and trying to update the way I do Google ads.
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1 Reply
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Did you have a decent amount of conversation volume coming in consistently prior to the switch? I think that’s a main KPI to have flowing in first before seeing any kind of success with Broad match.
Let me know if that was the case.
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Broad match and smart bidding can work well. A lot depends on what someone sells and how many close variants Google can match too.
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Works for me on mature (1+ year old accounts) with tCpa set appropriately. Other times, in other locations (same business service) it doesn’t work. A lot depends on competition.
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Conversion volume needs to be very high for this to work.
It works on my ecom clients with 100s of sales a day, but doesn’t work for my doctor/lawyer clients that get 10-20 leads a week.
Lately, Google has been fucking even more with their phrase match algos, so they’re even more broad now, so I’ve had to be much more vigilant, start being more aggressive on exact match and negative keywords on a lot of my accounts.
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To add another thought.
You have a small budget. So the smart bidding strategies do work and help prioritize your budget to where you’re likely to get a conversion. A little less so that you have started new campaigns even with a seasoned account.
I would start narrow with exact match. I look at this small budget like capital allocation. I want to allocate it where I am most likely to get conversions. You should have a lot of conversion data relating to search terms.
I would mine the search term data and start with exact match. Once I get to about 30-50 conversions per month I would start to open the campaign up and start to leverage the data and the smart bidding strategies more.
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Which industry? I find that it works great for some, but not at all for others.
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As long as the broad match is long-tail it has a decent chance of succeeding and requires much less negatives.
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Aa a veteran of Google Ads, been seeing more success with broad matching lately. As long as you check Search Terms regularly and have enough conversion data coming in, it can work great
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I don’t usually go for broad match keywords. In my industry, it tends to attract many negative keywords. I still trust phrase match and I usually optimise for more clicks. I feel like bringing more users in gives me a bigger audience to pitch my idea to. And given that I’m
confident of my offer, I’ve seen good results. -
Broad match gets alot of flak and rightly so when it’s recommended before you’ve run exact or phrase keywords.
I run SEM for a major tradespeople marketplace in Australia and find Broad can work well in covering off obviously relevant and keywords that I don’t already have covered with other match types. CPA is on par with my other stuff but it took some fine tuning the big strategies to get there.
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Depends on the setup. My clients who are lead scoring or reporting qualified leads by gclid back to google ads via hubspot or another CRM/process are doing really well with broad match.
If you’re only counting form fills, you’re going to get a ton of spam with broad match and auto bidding.
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Using a broad match cascade strategy will work but for a test make sure your bids are 3x greater than tcpa so you have enough budget. Broad is go for larger budgets but you can move winning keywords into phrase ad groups to optimize.
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Google reps do not use the tool from a client perspective. I wouldn’t trust them and broad match has normally been the reason people waste so much money on ads without getting value. You might be experiencing a placebo period.
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