Broad Match Keywords: Should You Upgrade Existing Google Ads Keywords to Broad Match

TL;DR

This video discusses whether it is beneficial to upgrade existing keywords to broad match in Google Ads campaigns.

Transcript

what's up everyone welcome to the Surfside PPC YouTube channel today I'm going to be going over broad match keywords a little bit and specifically what I want to go over is sometimes you may get a notification that's giving you some different recommendations for your campaigns and one of them may have to do with broad match keywords and specificall... Read More

Key Insights

• ❓ Google Ads recommends upgrading existing keywords to broad match for improved campaign performance and increased competition among advertisers.
• 🛩️ Broad match keywords may initially decrease performance, especially for smaller advertisers with limited budgets.
• 👨‍🔬 Phrase match and exact match keywords tend to yield more relevant search terms in the search terms report, providing better results for advertisers.
• 👨‍🔬 Monitoring and regularly checking the search terms report can help ensure the relevance and quality of the keywords used in the campaign.
• ⤴️ Ad group-level negative keywords can be used to further refine the targeting and ensure the right ads are shown to the right audience.
• 🔊 Broad match keywords can be beneficial for large advertisers willing to test and aiming for higher volume, even if it may impact cost per conversion in the short term.
• 🎯 Dismissing the recommendation to upgrade to broad match keywords is an option for advertisers who want to maintain focus, relevance, and targeting in their campaigns.

Questions & Answers

Q: What is the recommendation given in Google Ads for improving campaign performance?

The recommendation is to upgrade existing keywords to broad match in order to expand the reach of smart bidding campaigns and grow conversions. This can be done by changing phrase match keywords to broad match keywords.

Q: How does the performance compare between a phrase match ad group and a broad match ad group?

The speaker shares data showing that the phrase match ad group has better performance than the broad match ad group in terms of cost per conversion. Therefore, upgrading to broad match keywords may initially decrease performance.

Q: Are broad match keywords relevant?

Broad match keywords tend to match a wide range of search terms, including some irrelevant ones. However, the search terms report for a phrase match ad group shows that the keywords triggered by the matches are highly relevant.

Q: When is it recommended to upgrade to broad match keywords?

The speaker suggests that large advertisers with a higher budget and willingness to test could consider upgrading to broad match keywords. Smaller advertisers who care about cost per conversion may find better results with phrase and exact match keywords.

Summary & Key Takeaways

• The video explores a recommendation to upgrade existing keywords to broad match for improved campaign performance in Google Ads.

• It compares the search terms and performance of a phrase match ad group with a broad match ad group, showing the relevance and effectiveness of targeting specific keywords.

• The speaker advises caution when using broad match keywords, as they can decrease performance initially, especially for smaller advertisers. They suggest continually monitoring the search terms report and using ad group-level negative keywords for better relevance.