Broad match keywords: When to test and when to avoid

Broad match can be a powerful tool for expanding reach and capturing new audiences via Google Ads, but it isn’t always the best fit for every PPC campaign. 

Knowing when to test and avoid broad match keywords is crucial to prevent overspending and inefficiency in your campaign.

What are broad match keywords?

Broad match keywords are now the default setting for Google Ads keywords. 

When you use broad match, your ads can appear for searches that include any variation of your keyword, including synonyms, related searches and even misspellings. 

For example, if your broad match keyword is “best paddleboards,” your ad might show up for searches like “what is a paddleboard” or “used paddleboards.”

If not carefully monitored, these lower-intent keywords can lower conversion rates and increase the overall cost per conversion.

Why test broad match keywords?

Google is constantly trying to push advertising into the test or move all keywords to broad match.

However, there are times when testing broad match could actually help a campaign.

Increase reach and discover new audiences

Broad match keywords are designed to cast a wide net. By testing them, you can discover new search queries and audiences that you might not have considered. 

This can be particularly useful for industries with lower search volume or that struggle to hit target budgets.

Automate targeting and save time

With broad match keywords, Google’s algorithms do much of the heavy lifting, matching your ads to a wide variety of related searches.

Often, you will want to go through your search terms and add these broad matches as keywords in your ad groups.

Enhance performance with Smart Bidding

Broad match keywords can work well with Google’s Smart Bidding strategies, such as Target CPA or Target ROAS. 

This match type is proven to have the lowest CPCs when tested against exact and phrase match keywords.

When to test broad match keywords

Broad match keywords offer great potential, but using them effectively requires careful management. Below are the ideal scenarios for incorporating them into your strategy.

When using Smart Bidding with strong data

First and most important, your account needs to have very strong data. If you have offline conversions enabled and conversion value, these signals coupled with Max Conv tROAS can help Google have the necessary data to automate effectively!

When exploring new markets or product lines

If you’re launching a new product or testing new keywords, broad match keywords can help you gather data on search intent and add keywords that you may not have found in initial keyword research.

When running brand awareness campaigns

For campaigns focused on increasing brand awareness, broad match keywords can be effective without low-quality searches. The wider reach helps ensure that more people see your ads when searching which can boost brand visibility and recognition.

When using comprehensive negative keyword lists

If you have well-developed negative keyword lists to filter out irrelevant searches, broad match can be a useful tool. Negative keywords from historical campaigns or daily additions can make it safer to experiment with broad match.

When optimizing for seasonality or trend changes

If your account experiences seasonality, broad match keywords can help you quickly adapt your targeting to reflect current search behaviors.

Testing broad match keywords during times of lower demand can provide insights into emerging trends and strategies to maintain conversion volume.

When managing large ad group campaign

I have seen success with a broad match test at the campaign level, for example, with a campaign with ad groups for every U.S. state. With 50 ad groups, not every state has the opportunity to serve. 

Broad match coupled with smart bidding tROAS saw an increase of 20% in ROAS on the campaign with minimal negative keyword additions, as Google prioritized top returning states.

When to avoid broad match keywords

Broad match keywords aren’t always the right fit for every campaign. Learn when to skip them to avoid inefficiencies and wasted spend.

If you have a limited budget

Broad match keywords can lead to higher costs, especially if not managed carefully. If you’re working with a limited budget, the risk of overspending on irrelevant searches is higher. In such cases, it’s often better to start with more targeted keyword match types.

When high precision is critical

For campaigns where precision and control over search queries is essential – such as those targeting niche markets or very high CPC industries – broad match may introduce too much variability. In these scenarios, phrase match or exact match keywords provide greater control.

If you’re not prepared to monitor and adjust frequently

Broad match keywords require ongoing monitoring and optimization to ensure they’re driving relevant traffic. If you’re not prepared to regularly review search queries and add negative keyword lists, broad match might lead to wasted spend.

For highly competitive industries

In highly competitive industries where every click counts, broad match keywords can be risky due to their potential for attracting irrelevant clicks. In such cases, avoiding broad match, where you may still see very high cost per click on low-intent keywords.

Best practices for testing broad match keywords

Maximizing the benefits of broad match keywords involves following best practices during testing. Here are some guidelines to ensure success.

Start with a small budget

When first testing broad match keywords, allocate a small portion of your budget to minimize risk. This allows you to gauge performance without committing significant resources upfront. 

I recommend starting on a campaign with many ad groups that could use a boost in ROAS and is not a top performer. If this works, continue testing one campaign at a time.

Monitor search query reports

Regularly review search query reports to understand which searches are triggering your broad match keywords. Use this data to refine your negative keyword list and improve targeting.

Combine with other match types

Use broad match keywords in conjunction with phrase and exact match keywords. This allows you to capture a wide audience while still maintaining control over key searches.

Utilize Smart Bidding

Leverage Google’s Smart Bidding strategies to optimize bids based on the broad match keyword data as recommended by Google. If you have conversion value pulling into the account, it can provide Google with the necessary data to use broad match effectively.

Set clear goals and metrics

Define what you want to achieve with your broad match keywords, whether it’s increased reach, improved CTR, or lower CPC. Monitor these metrics closely to assess the effectiveness of your broad match strategy.

Unlocking the potential of broad match keywords

Broad match keywords can be a powerful tool for Google, offering opportunities for greater reach and, as automation improves, better returns. 

Testing broad match keywords is best suited for exploratory campaigns, brand awareness efforts, and when you have a robust negative keyword strategy. Conversely, they might not be ideal for campaigns with low budgets, high precision needs, or in very competitive industries.

Understanding when to test and when to avoid broad match keywords lets you tailor your Google Ads strategy to better meet your client or account ROAS or CPA goals.

Remember, the key to success with broad match keywords is continuous monitoring and adjustment to ensure they align with your campaign goals.