Broad match… it’s not something your Grandfather was looking for down at the dime-a-dance. But it is (usually) a sucker’s bet that most newbie advertisers make when setting up their Adwords campaigns.
“What the heck is a broad match keyword?” I hear you asking.
Google defines it as: “A keyword setting that allows your ad to show when someone searches for that keyword or a variation of it. The broad match keyword “bicycle bell” can cause your ad to show if someone searches for variations like “bicycle bells,” “buy a bell for a bicycle,” and “bell reviews for bikes.”
It’s also the easiest mistake most newbie advertisers make.
Because when Google asks you to enter keywords, the default keyword setting is broad match.
Why is that a problem?
In some cases (which I’ll get to in a moment) it may not be. But for most people it can be a big problem because broad match casts too wide of a net.
If you sell bicycle bells that go, “ring! ring! ring!” and you simply put, “bicycle bells” (without quotes) into your keyword panel– guess what? Google may show your ad to anyone search for anything related to either of those words.
So, if someone is searching for, “Bell helmet to where for bicycle race” …. guess what? Your ad will show.
“But why would someone click on an ad for bicycle bells if they were searching for a Bell helmet?”
Most won’t, but then… people do all kinds of strange things. And if you’re paying $2-$3 per click… that’s good money that can be more intelligently put to use.
So… if broad search is such a raw deal, why would you ever want to use it?
Typically you wouldn’t. You use a broad match modifier, phrase match or exact match to narrow down and better target where your ads are shown. However– in small niches (and with geo-targeting) sometimes it can be beneficial to run broad match keywords to collect data on what types of things you potential client base is actually searching for.
The untargeted searches can then be added as negative keywords and this can dramatically help to make your campaigns more efficient once you transition to running more targeted campaigns.
“If all of this seems too complicated or you don’t have the time to implement these strategies we’d be delighted to set up and manage your Adwords campaigns for you. Please visit this page to book a free strategy session and consultation with me.”