• http://www.thesofaandchair.co.uk/ Tom Goodwin

    “For even better control, employ negative keywords. That will block query mappings you don’t want”
    I’d say this is pretty much a must if you are even thinking of adding broad match keywords to any Adwords account

  • Chande

    This is useless. With Google AdWords blocking / not showing triggered search terms for most of the long tail, this is just a way to throw your money through the window. Use SEMRush, Ubersuggest to drill down keywords. Use Google Webmaster Tools to find other keywords as well. And when you find them, use broad modified with a lot of negative keywords.

  • http://benjaminhong.net/ Benjamin Hong

    To say that broad match significantly boosts clicks and conversions is stating the obvious. If the advertising goal is simply get traffic, than broad match is the way to go. But even still broad match needs to be tempered with the right word combination. When broad match is implemented improperly i.e. very short keyphrases like red car as used in this example, the volume of irrelevant traffic is huge and it increases cost needlessly. To capture new searches it’s better to use modified broad match that picks up misspellings and other variations but still keeping things in check to pick up on new searches while not sacrificing CPA.

    By using broad match, you put too much control into the ad auction system and too reactive. It’s better to be proactive and put in those keyword variations in the account that fit with the advertising goal. To use the red car example again, put in ad groups and keyphrases that account for those other variations like maroon sedan.

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

    We agree, Bing broad match has come a long long way, and is an essential part of a well run search program. Yes, it needs to be used smartly and with attention to query logs for negatives. Bidding well is also a key. John, you mention that the CPA may not as good, but that’s really up to the SEM manager. If the traffic worth less, then bid less for the broad match. No reason to torpedo the bottom line. We’re seeing tremendous growth because of broad match, and bid well it’s coming in at the same ROI. http://www.rimmkaufman.com/blog/rkg-digital-marketing-report-q2-2013-released/10072013/

  • Tom

    Way to shill your Broad Match bigs ads

  • oliver

    Nice post. Broad match keywords are great for spotting long tail terms. If you add negatives or use modified broad you can get a wide variety of commercial traffic.

  • mattboland

    Also, ensure you’ve got your broad match keywords in a campaign by themselves so you can restrict spend against them. You certainly don’t want your budget spanked by irrelevant terms…

  • Austin Lance Butler

    Outside of testing, and with a very limited budget, quarantined from other efforts, with heavy negative keyword development, and keeping a VERY close eye on ROI and matched search-terms, perhaps a professional manager could make user of broad matched.

    For the most part, its a trap.

  • http://www.alanmitchell.com.au/ alanmitchell

    I often use broad match keywords as ‘generators’ of new exact (and phrase) match keywords. http://www.calculatemarketing.com/blog/techniques/google-adwords-broad-match-generator/.

    By keeping your broad match keywords separate from your exact (and phrase) keywords, and applying your exact (and phrase) keywords as negatives to your broad match generator campaign(s), your broad match keywords will only be triggered if it wasn’t possible to match the search query to an exact (or phrase) match keyword.

    It’s then a case of mining the search queries to see what’s relevant. If a search query is relevant, add it as an exact (and phrase) match keyword, and apply exact (and phrase) match negatives to your broad match campaign(s). If the search query is not relevant, simply add the query as a negative to all campaigns.

    Rinse and repeat indefinitely or until your broad match campaigns receive only a minuscule amount of traffic

    I find this technique can be very useful in extracting the value of broad match while maximizing control and relevancy.