While Google strongly advocates for using broad match keywords alongside Smart Bidding, even going so far as to suggest “upgrading” to it, I believe this advice could be detrimental for advertisers who lack experience.

Upgrade, really? I’ve worked in paid media for over ten years, and while I acknowledge that broad match and Smart Bidding can be effective in certain cases, I recommend prioritizing other strategies before considering this approach.

This article presents two alternative tactics to broad match and Smart Bidding, along with tips and factors to consider if you determine this strategy is appropriate for your account. But before we get into that, let’s quickly review keyword match types.

A Brief Look at Keyword Match Types

Google Ads keyword matching has undergone numerous changes in recent years. A new match type emerged, functionalities shifted, and we bid farewell to another. It’s been quite a journey.

Let’s get up to speed on the current state of Google Ads keyword match types.

Sourced from Google, the image above illustrates examples of what each keyword match type would target.

• Exact match is the most precise, though it’s not entirely “exact” anymore (referring to one of the functionality changes mentioned earlier).
• Phrase match is the second most restrictive, but it encompasses a wider range of matches compared to exact match. For seasoned advertisers, it’s crucial to understand that Phrase match now incorporates many of the matching characteristics of the retired Broad Match Modified.
• Broad match undeniably possesses the widest reach among the types listed. In practical applications, it can lead to matches with some surprising and irrelevant search terms.

While broad match has its merits, it also exposes your ads to queries unrelated to your target keywords, potentially wasting your ad spend on clicks that don’t result in conversions. Speaking of unnecessary spending, you can identify any potential waste using the Free Google Ads Performance Grader

Two Strategies to Employ Before Using Broad Match + Smart Bidding

Google asserts that broad match has been refined and, when paired with Smart Bidding, can reduce reliance on other match types. However, for those new to managing Google Ads, I recommend starting with these two strategies first.

1. Begin with Phrase and Exact Match

My preferred strategy for search campaigns is to leverage phrase and exact match keywords to reach users actively searching for terms relevant to my clients.

Here’s an example from one of my accounts promoting medical payment solutions. These search terms were all triggered by broad match keywords, and frankly, they’re simply ineffective.

For this very reason, I encourage every single one of you to give Phrase and Exact match keywords a fair shot before even contemplating the use of Broad match.

However, if these match types aren’t yielding traction, there’s another avenue you can explore.

2. Utilize Dynamic Search Ads

I’ve always held a fondness for Dynamic Search Ads (DSAs). If you’re unfamiliar with them, DSA campaigns operate based on your website content instead of keywords, yet they still fall under the umbrella of search campaigns. You provide Google with your website or a bulk upload of specific pages, and their system will automatically generate and display ads to users searching for topics closely related to the content on your webpages.

While these campaigns still rely on Google’s keyword decisions to a certain extent, I’ve observed that, on average, the search queries they match to are significantly more relevant compared to broad match keywords.

The primary drawback of DSA is the potential difficulty in scaling these campaigns effectively. So, be prepared for that possibility.

Considerations When Using Broad Match + Smart Bidding

If you’re not achieving the desired scale with either the more targeted match types or DSA, it might be time to embrace Google’s preferred strategy. Before you proceed, there are several factors to contemplate or address before launching your campaigns.

1. Ensure Sufficient Conversion Data with Appropriate Conversion Actions

I haven’t delved much into the Smart Bidding aspect of this strategy in this post, but this is where it takes center stage.

Automated bidding is a valuable tool, but it’s essential to remember that it’s machine-driven and requires ample data to learn from and infer user intent effectively.

If you’re not consistently generating at least 15 conversions per month for the intended conversion actions associated with this endeavor, achieving success with this strategy might be challenging. Ideally, it’s advisable to explore other tactics to bolster conversions before implementing this approach.

One such strategy could involve modifying your call to action or employing custom conversion action sets specifically for campaigns utilizing broad match and Smart Bidding. If you can consolidate multiple conversion actions to meet the minimum requirement, it could be an effective way to provide sufficient data to the bidding strategy and achieve your desired outcomes.

2. Be Proactive with Negative Keywords

Since broad match tends to match to practically anything, it’s crucial to invest time in incorporating logical negative keywords into your campaign from the outset. Numerous sources can help you identify relevant negative keywords:

• Search query reports from currently running campaigns
• Account-level negative keyword lists
• Google Keyword Planner

Take the time to add terms you’re certain will appear and are irrelevant to your campaign. This proactive approach will save you the trouble of adding them later when they’ve already incurred costs.

3. Regularly Review Search Queries

If you’ve followed the previous steps before launching your campaign, you’re off to a good start. However, your work isn’t finished yet. There are still several actions you can and should take post-launch to ensure you’re maximizing the effectiveness of your strategy.

By now, I hope I’ve emphasized the extensive reach of Broad match. Don’t let it spiral out of control. Establish a regular schedule to review search queries. This could involve daily checks during the initial week, gradually reducing the frequency to twice a week, then once a week, and eventually settling for a bi-weekly or monthly review after observing stable performance. This task is an ongoing process.

4. Monitor Lead Quality

For e-commerce businesses, PPC lead quality isn’t as relevant since a sale is a sale. However, for lead generation companies, it’s crucial to recognize that not all leads hold the same value.

Ensure that leads generated from this campaign are tagged appropriately so you can assess their quality over time.

Discovering a new source of numerous leads is fantastic; however, realizing six months down the line that they were all a colossal waste of resources is a different story altogether.

5. Implement Initial Bidding Restrictions

Whether you’re utilizing the Maximize Clicks or Maximize Conversions bidding strategy, start by setting some general guidelines and maximum limits to regulate your cost per click or conversion.

These controls can be configured within the bidding strategy section of each campaign or shared bid strategy. As time progresses and you observe favorable performance, you can gradually loosen these restrictions. Begin conservatively and ease the reins gradually as you gain confidence in the results.

6. Start with Modest Budgets

Similar to bidding, you have the option to set a daily budget cap for your campaign. Commence with a small budget, gather performance data (including new negative keywords), and then consider expanding your budget once you identify positive trends. Keep in mind that Google has the authority to charge up to double your daily budget if their system anticipates conversions. Therefore, don’t be alarmed if this occurs.

Exercise Prudence with Broad Match and Smart Bidding

You might have sensed from the tone of this article that I’m not the most enthusiastic advocate for using Google’s preferred Broad Match + Automated Bidding tactics in campaigns. Perhaps I’m just getting older or have always been a bit of a skeptic.

Regardless, I hope this piece has provided you with alternative strategies to consider before resorting to Broad match and Smart Bidding. Additionally, it offers helpful tips on how to make it work to your advantage should you choose to pursue this path.