We talked about Google Ads Keyword match types
in detail in our previous blog post. Broad
match, a type of keyword setting, involves using
variations of a keyword or words so that your
ads are shown to users when they search for
those terms.
By using variations of keywords, the likelihood
of your ad being shown will also increase when
searches are made.
For example, with the broad match keyword
“baby clothes,” a user might use
various variations such as “baby
clothing,” “buy baby clothes,”
or “organic baby clothes” to broaden
search results and ensure that your ad is shown.
Broad Match Modifier
When you create a campaign in Google Ads, you
associate the campaign details with keywords.
These keywords determine who can see your ad.
Choosing and placing the right keywords is
important, because showing your ads to people
who are not in your target audience will throw
your budget out of balance. Using keywords that
you can relate to your campaign while doing
broad match will also attract user interest.
In the broad match editor, you’ll be able
to control how you vary the keyword variations
once you’re sure that the keywords you
enter are targeted to your potential or target
audience. For example, you can specify that you
want your ads to be shown only when both
keywords, “sports” and
“shoes,” are used in the
user’s search. As a result, your ads will
be displayed to users searching for
“sports shoes.” With this
adjustment, your conversion rate from access and
clicks will be higher, and you will be able to
achieve the desired revenue through Google Ads.
This is exactly why AdWords allows you to use
keyword modifiers. In this way, your ad will
also appear to users searching for similar
phrases.
How to Set Up Broad Match Modifiers?
Now that you know what Broad Match Modifiers do,
let’s see how to set them up in AdWords!
- You can start by logging into your AdWords account. First select “Keywords” in the left sidebar!
- Second, you can select your ad group by clicking on the big plus button you see on the main screen.
- Then, enter the search terms you want to use in the “Add Keywords” text field. Add a plus sign (+) in front of words that should be included.
- To continue with the example above, enter the keyword phrase “+ cheap + sports shoes.” This will ensure that your ad is shown only to users who include both “cheap” and “shoes” (or close variations) in their search terms.
- Finally, click “Save”.
Using the broad match modifier is that simple!
Benefits on Google Ads
Some research was done to back up the idea that
it was the best keyword modifier option, and the
result was that the editor was found to deliver
a higher click-through rate (CTR) and a higher
conversion rate. The benefits in terms of
visibility of your ad on the editor are obvious.
The reason is that your ad will be shown only to
potential customers and target audiences,
thereby increasing your conversion rate.
Broad Match Modifier Strategies
Now that we’ve covered the basics of the
wide map editor, it’s time to look at ways
to use them. Start by allocating Ad Groups for
the search terms you want to change. You should
also ensure that you create landing pages
specific to these conditions.
- Ignoring Negative Keywords: After setting the negative keywords, you should not think that the negatives you have entered will not be shown, you should check your ads by tracking your ads through Google Analytics, because your ads may still be shown to the audience you are not targeting.
- Using Negative Keywords: If you notice that people are seeing your ad while searching for words that are unrelated to your business, add those words to your negative keyword list.
- Check your analytics: If you see users repeatedly using an exact search word, consider creating an Ad Group with that exact phrase. It can give you a great return on investment.
By applying a few simple strategies here, you
can become proficient in broad match and manage
your ads more effectively.
