Understanding Broad Match Type
Broad match is a keyword match type in Google Ads that allows your ads to appear for a wide range of search queries, including variations and related terms. This match type offers the greatest reach and can help discover new relevant searches you might not have considered.
Key Features of Broad Match:
- Casts a wide net to reach more potential customers
- Includes synonyms, related searches, and variations
- Helps discover new relevant keywords
Examples of Broad Match Keywords:
The keyword “Women’s shoes” could trigger ads for searches like:
- Ladies footwear
- High heels
- Sandals for women
The keyword “Plumber” could show ads for searches such as:
- Fix leaky tap
- Clogged drain repair
- Water heater installation
Understanding Max Conversions Bidding
Max Conversions is an automated bidding strategy that focuses on generating as many conversions as possible within your set budget. This strategy is available for search, display, shopping, and performance max campaigns.
Key Features of Max Conversions Bidding:
- Uses machine learning to optimise bids in real-time
- Automatically sets bids based on the likelihood of conversion
- Aims to get the most conversions within your budget
Combining Broad Match and Max Conversions Bidding
When using broad match keywords with Max Conversions bidding, Google’s AI helps reach searches relevant to your business that are expected to perform within your goals. This combination can be powerful for discovery and optimisation, but it requires careful management.
Benefits of the Combination:
- Increased Reach: Broad match keywords allow your ads to appear for a wider range of relevant searches.
- Conversion Optimisation: Max Conversions bidding focuses on maximising conversions within your budget.
- Improved Performance: Advertisers can see an average of 35% more conversions when switching from exact match to broad match keywords in campaigns using Target CPA (a variant of Max Conversions).
- Data Collection: This approach provides more data for Smart Bidding to optimise performance.
Best Practices for Using Broad Match with Max Conversions
To make the most of this strategy, consider the following best practices:
- Start with a Higher Budget: Give the system enough data to work with for effective optimisation.
- Use Negative Keywords: Exclude irrelevant searches to refine your targeting.
- Monitor Performance Regularly: Keep a close eye on the search terms report and add negative keywords as needed.
- Gradual Implementation: Consider starting with phrase or exact match before expanding to broad match.
- Pair with Smart Bidding: Combine broad match with Smart Bidding strategies like Max Conversions for best results.
- Set Up Proper Conversion Tracking: Ensure accurate data for the system to optimise effectively.
- Allow Learning Time: The system should be given at least 2-4 weeks to learn and optimise before performance is evaluated.
Considerations and Potential Challenges
While the combination of broad match and Max Conversions bidding can be powerful, it’s important to be aware of potential challenges:
- Budget Control: Broad match can potentially spend your budget quickly, so monitor spending closely.
- Relevance: Some triggered searches may not be as relevant as desired, requiring ongoing refinement of negative keywords.
- Learning Period: The system needs time and data to optimise effectively, so patience is required.
- Performance Variability: Results may fluctuate during the learning period and as the system adapts to changes.
When to Use This Combination
This approach works best for:
- Accounts with existing conversion data
- Campaigns with a sufficient budget to allow for at least one conversion per day 5
- Advertisers looking to discover new relevant searches and expand reach
- Campaigns focused on maximising conversions within a set budget
Our Final Thoughts
Combining broad match keywords with Max Conversions bidding in Google Ads can be a powerful strategy for increasing reach and optimising for conversions.
It leverages Google’s AI to find relevant searches and adjust bids in real-time to maximise conversions within your budget. However, this approach requires careful monitoring, regular refinement, and a willingness to allow the system time to learn and optimise.
When implemented correctly, it can significantly improve campaign performance and help uncover new opportunities for growth.
