🔍 How to Use Broad Match Keywords in Google Ads
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- čas přidán 8. 07. 2024
- John reveals how he uses broad match keywords to widen reach, lessen click farm traffic in Performance Max, and get high-quality leads and conversions.
Watch this video to learn more about broad match keywords in Google Ads - how they work, the factors and limitations to consider when using it, and the tips and tricks John uses to optimize your campaigns with broad match.
Plus, learn about the instances when search terms do not matter and what you should consider instead to scale your campaigns.
PS: This guide series is from an internal Solutions 8 training. We’re sharing everything with you, our dear subscribers, to show our gratitude for the overwhelming support you’ve given us. We value you and your growth with Google Ads. 🖤💚🤍
0:00 Intro | How to Use Broad Match Keywords in Google Ads
0:52 Broad Match is smarter now
4:23 Broad Match for lead generation can be very tricky
8:15 Job Opportunities at Solutions 8 - Client Managers, Google Ads Specialists, and Strategists
9:28 Search terms don’t matter
14:28 Bidding on keywords that target multiple languages
18:38 Using broad match keywords to see what works
20:34 The limitations of testing what works with broad match keywords
21:39 Broad match will match to your brand
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Such great videos, guys! How do you use negative Keywords? When and what kind of match type for those? Thanks!
Would you recommend Broad match only or Broad + Exact in the same ad group?
Hi Jhon, I'm using this strategy for the first week clicks were good and there were a few good conversions but on to the second week impressions reduced significantly and today not even a single click. Daily budget isn't getting consumed. Is this a thing to worry about or should I give it some time?
Hi John, I noticed that you use Maximize Conversions on all campaigns shown in the examples. Do you switch this to tCPA down the road?
Hi Bojan! Not really actually. I found that tCPA usually locks ourselves into a finite audience that decays over time and stops learning, so, I simply control my CPA by daily ad spend, so, that it can still learn from new unknown audiences rather than simply avoid them all together.
Client that can't get conversions - is there a google tag manager which could implement conversions via js?
Hey John , how do you decide whether or not to deploy this strategy compared to the traditional keyword research + skag strategy? Does it depend on competition ( e.g high cpc cost) ?Also , when you do this do you always start with maximize conversions or do you start with manual cpc to drive conversion volume first , and then layer in maximize conversions?
Hey Mike! So, I normally deploy this strategy first if I don’t need a specific position on the SERP or, if I have a smaller budget. If you are in a highly competitive market, have a larger budget and can bid #1 or #2 for “best attorney near me”, do that instead. But if you have a family law firm that has wide specialities and a $2K per month budget, bid broad for “family lawyer” and you will find all the odd ways people search for that outside of everyone else’s high bids for specific keywords.
Oh! Also, I only use maximize conversions for this. It will see what works and what doesn’t and adjust. Manual will always just give you any search term regardless of user intent and doesn’t learn how to maximize the conversions.
@@johnmoran5680 Hi John , thanks for the response. 1 more question to follow up , do you put a cpa target to that maximize conversions bidding strategy ?
Hi Mike! Only if there is a large amount of traffic and high demand. This way, I don’t need the campaign to learn as hard and I can scoop up a constant inflow of low hanging fruit.
Were these campaigns maximize clicks or maximize conversions?
Hi John, thanks for this video. What I would give to be a part of these calls!
I've been seeing the same thing for my campaigns (i'm in the chiro space). Most of the conversions we see don't make any sense based on the search terms. We also see a lot of competitor terms like you mentioned, and it concerns me since we're accepting phone calls. How has your team been dealing with the competitor terms?
I recently tried moving to phrase/exact match and the campaigns stalled. It's mind blowing
Yup! You can run a competitor campaign if you would like and use negatives in the broad for those competitor names and use the positive version of those keywords as a phrase match in the competitor campaign, then, use maximize clicks so you don’t try to win a bidding war for someone else’s brand name but still pulls it out of your broad campaign.
@@johnmoran5680 brilliant. thanks again
Question, I have a smart shopping and it doesn’t always gets consistent sales should I set a TCPA or first let it reach a minimum amount of conversions in the campaign first before setting a TCPA I’ve had it running for almost 30 days and almost has 50 conversions
What other channels are running traffic to your website?
@@johnmoran5680 I have a PMax I just started like 1 week ago and I also do Microsoft
@@johnmoran5680 I’m not sure when should I start to use TCPA
Got it. Then, your smart shopping campaign is actually remarketing your pmax traffic. That is why there’s odd results. But, you said a smart shopping campaign right? So I assume your saying tROAS, not tcpa, right?
@@johnmoran5680 both my campaigns are maximize conversions
Hey John,
I got the point that broad with automatic bidding strategy is working great!
But what about the cpc, with this strategy, are you getting high cpc or low?
Also if keywords have high cpc to begin with, will this strategy still work? Coz then cpl might boom!!??
Also, if this strategy works for limited area targeting or also for big areas?
broad match rules if you know how to use it correctly, phrase and exact are for chumps. They all singing off the same hymn sheet. Use broad match correctly and it works a charm.
Thank You, John, for the video.
You got it! Thanks for watching!
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