Should you use Broad Match keywords in Google Ads?

By: Jyll Saskin Gales, Google Ads Coach

Are you on the fence about using Broad Match keywords in your Google Ads campaigns? You've probably heard mixed opinions, with some experts advising against it, especially for smaller budgets. Let's dive into the pros and cons of Broad Match and when it can be a valuable tool in your advertising arsenal vs. a complete money suck.

Broad Match: The Double-Edged Sword

Broad Match keywords can be a powerful way to expand your reach and discover new search queries that might not have been on your radar. However, they can also lead to irrelevant clicks and wasted ad spend if not used strategically.

When Broad Match Works Best

Broad Match keywords shine when used in conjunction with Smart Bidding and a robust negative keyword list. Smart Bidding strategies, like Maximize Conversions or Target ROAS, leverage Google's AI to optimize your bids based on millions of signals, helping to filter out irrelevant traffic.

Additionally, Broad Match is most effective for larger budgets, where you can afford to allocate a portion of your spend to learning and testing. At this scale, you're not as concerned about the cost of individual clicks, but rather the overall return on investment.

Success Stories with Smaller Budgets are Rare

While Broad Match is generally recommended for larger budgets, there are instances where it can work well for smaller businesses, too. I've seen cases where businesses with limited budgets have successfully used Broad Match keywords, even without a comprehensive negative keyword list. However, these are exceptions rather than the rule. I generally do not advise using Broad Match keywords with small Google Ads budgets.

The Key Ingredients for Broad Match Success

To make the most of Broad Match keywords, you need the following:

• Smart Bidding: Use Maximize Conversions, Maximize Conversion Value, Target CPA, or Target ROAS to leverage Google's AI and optimize your bids.
• Accurate Conversion Tracking: Ensure you have comprehensive conversion tracking in place to measure the effectiveness of your campaigns and identify areas for improvement.
• Audience Data: Feed your campaigns with first-party data, such as customer lists and remarketing audiences, to help Google's AI target the most relevant users.