• http://bizwriter.gr BizWriter.gr

    Nice post!

    \However, broad match negatives are different than broad match keywords. Broad match negative keywords do not match to misspellings, plurals, or similar words.\

    I would like to add that broad match negatives are different that broad match keywords in one more way. When, say, you have the keyword \astrology\ your ad may appear for the search term \weather\ thanks to the expanded match feature. In other words, broad matching gets really broad here.

    So, what do you do? You add the keyword \weather\ as a broad negative. However, when one searches for \weather greece\ your ad still shows! In other words, broad match negatives are way less, well, broad than broad match keywords. I see this happening everyday and it is really bad -for the advertiser at least, not for Google.

  • SearchFanatic

    Just remember, negative keywords count towards your account keyword totals in Google.

    Also, if you are worried about the broader search terms you can always setup a new adgroup for them (if you find them relevant to your business but maybe not the group); another way to filter out the “irrelevant” traffic.

  • http://www.rimmkaufman.com George Michie

    Hi Brad,

    We’re fans of well-regulated broad match as well. Our experience, and data, suggests not that broad match + smart negatives is the wrong approach, but that using them instead of building out a long tail is a mistake because of the less targeted copy, landing page and bidding.

    Yes, you need broad match + negatives to catch the crazy permutations, but the more permutations you can manage effectively the larger/more profitable the program will be.


  • GE.GAO

    I am a fan of both Brad’s and George’s blogs and I am going to agree with both of you on this thread.

    The core issue is always about ROI and “I” always includes human input.
    While I usually follow George’s method, Brad’s method makes good sense on those accounts where the revenue from the long tail is marginal and incremental.

  • http://www.getfoundfirst.com Luke

    The problem that I find is figuring out what terms people are searching for and then NOT clicking on my ads. AKA what are all the impressions I am getting from? Anyone found that answer?

  • http://www.twitter.com/GregBogdan Greg Bogdan

    I use broad match for most campaigns, though I am opting more and more for phrase match and for conducting more extensive keyword research to discover relevant keywords. Google’s broad match algorithms often extend to words totally unrelated and it is very time consuming to add so many unrelated nonsensical negative keywords. Applying negative keywords on phrase match consumes enough time as it is.

    I could ignore many of the unrelated broad match keywords (those that Google let’s me see) since they comprise only a fraction of my ad spend, but I just don’t like may ads displaying when they are not relevant. Maybe it is the email marketer in me that wants my brand and my ads to be relevant. You could argue that it is like placing a billboard along the highway to try and capture attention, even if it is not relevant to most readers, but I am not comfortable extending that to search where users have specific motivation and where they are already somewhat distrusting of paid search ads because so many clicks lead to pages that are a big surprise and not relevant.

    In addition, I am concerned about relevancy and brand reputation. Having my brand or my ads display on so many odd and unrelated phrases can leave the impression that we are bidding on these unrelated words, which we can’t deliver post-click content on anyhow. I also want more control over when my ads display. Casting a smaller more focused net might cause me to miss out on redirecting a customer that was not searching for what I was offering or missing on a few long tail unrealized keywords, but I do not lose sleep over it. Broad match has low CPC, but bounce rate is oftentimes very high and post-click conversions are very low.