Google Ads – Broad Match Keywords

Open barn baby! Everything that’s related to your Keyword gets slinged.

  • Keyword Ideas – Bids on stuff you may not have considered, later can check the data to find new nuggets
  • Negative Keywords – As you gather more data, you should “trim the fat” and add negative keywords. This should follow a schedule and you optimize as you go on
  • Low CTR – Broad match keywords typically have the lowest CTR. This generally doesn’t affect quality score cause google knows its broad match. Also, low ctr aren’t bad things, it’s all about profitability

Pros:

  • Testing, Smaller KW Lists, quick start
  • Finds Variations / Long Term
  • Quick Traffic, Quick New Keyword Ideas, Quick New Negative Keyword Ideas – Good for scaling/aggressive growth
  • Cheapest CPC – Cause you get to bid on peripheral /long term searches

Cons

  • Expensive if left alone, you’ll spend $ on bad clicks – Sometimes this is needed tho for data
  • Low CTR – This can hurt quality score if its really really bad
  • Lowest Conversions

Finishing Notes

  • Not only used for gathering data, with proper optimizations with negative keywords it can be effective within an account.
  • If you use broad match, you can also “shape” the keyword by including 4+ terms. Modelling your keyword in this way gives Google more data to move off on.
  • You can get lower CPCs and CPAs with this, if you are strict with broad match and negative keywords. plus it keeps on getting more data for you with regards to what keywords are working and should be targeted

Broad Match Modified

Broad match but you have words that must be included in the search term in order for the ad to be fired. Can be in any order, and can have words that come before/after/in between

Even with the modifier, you should still use negative keywords as part of this strategy since you can still gather a bunch of irrelevant clicks

Pros:

  • Broad Match with Filter – Can be more efficient by filtering for essential words
  • Improved CTR

Cons:

  • Order of Words – if order of words is important, use phrase match instead

Phrase Match

Keywords set to match search terms that match exactly as the keywords you set, in order. Words can come before or after, but not in between. Can still get a lot of irrelevant clicks, so still pay attention to negative keywords!

Pros:

  • More control than broad match / broad match modified
  • Can still get new ideas.
  • Improved CTR (more targeted). Less CPC average

Cons:

  • Can be limiting since it’s a phrase -> IR typically uses Broad match modified + Exact match the most, and phrase match the least
  • Limiting data to be gathered with this
  • CPC increased over broad match -> because it’s more targeted. Not necessarily a bad thing. More high quality kw = more high competition = higher price
  • 80% BMM/ 20% Phrase/exact -> beginning campaign to get data

Exact Match Keywords

Matches your Keywords exactly, nothing appended before, after or between. Using negative keywords here aren’t really needed.

  • Higher CTRs
  • More Expensive (you’re typically bidding exact match on your high target priority keywords)
  • If your budget is tight or if you need as much efficiency as possible without (no r and d!), you might want to use exact match keywords.

Note Margin for Error and Inefficiency – You need this when setting up a properly optimized Google ads account. With testing and r and d, inefficiency and errors are granted, but also you get so much data you can properly optimize and set your campaign for the moon!

4:20! super important – talks about importance of r and d on account and how exact match is to be bidded aggressively for keywords you know that work

Note – There’s a bunch of super similar rules that search terms will show up for keywords

Script – Script to make exact match exact again -> mines search terms and adds negative keywords till its exact match again

Campaign/Ad Group Organizing

  • You can organize campaigns/ad groups according to match type, not necessarily though. Isaac typically mixes everything in within his ad groups and campaigns -> Isaac says its better to thematically segregrate your ad groups/campaigns than by match type since you have more control, and control your bids. -> BUT if you’re bidding on CPA basis, then you can segregate it based on match types – 11:20.

Organizing ad groups based on themes or match types. when to organize by match types? when bidding based on CPA? can group together thematically especially when bidding according to manual / enhanced cpcp

  • You should have a mix in your account