Broad Match - Learn more about the Keyword-type Broad Match
The broad consensus is one of the Keyword-matching options provided by Google Ads and other PPC advertising platforms are offered. It has also become more important since the modified broad match no longer exists. In this tutorial you will learn:
- Like Broad Match works.
- Why it matters to you and your PPC campaign.
- And how to best use the Broad Matching option.
What is Broad Match?
Basically Broad Match a Keyword-match type that search engines use to determine which search terms are eligible for your ads. It's called "broad" because it allows your ad to match as many search terms as possible that still have some relation to your search term.
Google defines broad match as follows:
Width match - This is the default option. If your ad group has the Keyword "tennis shoes", your ads would appear if a user's search query contains "tennis" and "shoes" in any order and possibly together with other terms. Your ads could also be displayed for singular/plural forms, synonyms, and other relevant variations. For example, your ad could appear for tennis shoes or tennis sneakers.
So, with this option you can select a term related to your business and try to find other terms that search engines consider relevant to your ad.
The importance of Broad Match Keywords
So what does all this mean for you? Why do you have to think about Broad Match know? Well, for starters, there's this:
"This is the default option."
Your keywords are automatically set to the broad match option when you upload them, so it's useful to understand what the impact is if you leave broad match enabled.
The effect is that the keyword you select is now automatically matched against a wide range of related search queries. This has two interesting (and opposite) effects:
- Discover and bid on new, useful, broadly matched search terms - The broad match can provide you with a variety of new terms that the search engines deem relevant to your business. Terms you wouldn't come up with on your own.
- Discover and bid on completely irrelevant, broadly-targeted keywords - In addition to the good things this option will unearth for you, your ad text will also be tuned to completely irrelevant keywords. After all, the search engines offer automated solutions and don't really know your business.
So we see that the broad consensus is at the same time our Keyword-lists with high-quality phrases, while we spend our money on unrelated clicks.
Let's take a closer look at Google's "tennis shoes" example to get a better idea of what we mean.
Google's advanced broad match
With the advanced search query, you can find many high value keywords that you wouldn't normally bid on. Here we see that Google has made some suggestions; these all seem pretty good. If I'm selling tennis shoes, I probably want to show up for those.
It could be the case that I sell high quality tennis shoes and don't want to be shown for a phrase like "discount tennis shoes", but on the whole that's pretty good. Unfortunately, that's not all the searches my ads are being served for.
Google's expanded broad match creates customization options that make the Search Engine classifies as "relevant". This is called "extended broad match". Around 2006, Google introduced this broad match extension, which essentially means that the algorithm of the Search Engine Matches your ads more aggressively with the variants of your keywords that are deemed relevant.
The problem here is that these variations may not be that relevant. We see here that Google has determined that these terms might be "relevant" to our business. But what if:
- We sell only tennis shoes - Sneakers and other tennis equipment are certainly not keywords for which our ad should appear in this case.
- We sell only tennis equipment - Again, we do not want our ad to appear for dress shoes and basketball shoes.
- We sell only shoes - We do not want our ad for tennis equipment and rackets to appear. We also do not want our ad text and our Landing Page talk about tennis shoes when our ad is displayed next to clothing shoes.
However, if we choose a more restrictive matching option, we may miss out on valuable variations of tennis shoes, such as "tennis shoe" or specific tennis shoe brand names, etc.
So we need to find a way to implement broad match without wasting money on irrelevant clicks.
Getting the most out of the Broad Match type
The only way to use the extended Range of the broad consensus and, at the same time, to Range limit to relevant search queries is to implement negative keywords in your account.
Setting a negative keyword tells search engines, "Don't show my ad for this search query."
The challenge with negative keywords is the same as with the Keyword-Research and identification: How to find all the keywords for which you do not want your ad to be displayed?
In 2021, Google announced improvements for broad match, especially since modified broad match was discontinued six months earlier.« Back to Glossary Index