In a significant shift for digital marketers, Google Ads has changed broad match to be the default match type for Search campaigns starting in July 2024. This update reflects Google’s ongoing efforts to leverage machine learning and automation to improve ad performance and simplify campaign management for advertisers.
What’s New?
Previously, when setting up a new Search campaign in Google Ads, broad match was turned off by default. Advertisers had the option to choose the keyword match type that best suited their strategy – broad match, phrase match, and/or exact match. However, Google has now reversed this setting, enabling broad match by default for all new Search campaigns.
What is Broad Match?
Broad match is a keyword match type that allows your ads to reach a wider audience by showing your ads on searches that are related to your keywords, even if the search query doesn’t contain the exact words in your keyword list. This includes synonyms, related searches, and other relevant variations. For instance, if your keyword is “dog food,” your ad might show up for searches like “pet nutrition” or “puppy meals.”
Why the Shift to Broad Match?
Google’s decision to make broad match the default match type comes as part of a broader trend toward automation in digital advertising. The idea is to give advertisers access to Google’s advanced machine learning algorithms, which can identify and target relevant search queries that might not be captured by more restrictive match types like phrase or exact match.
Google claims that this change can help advertisers discover new, relevant search terms that could drive additional conversions, potentially at a lower cost per acquisition (CPA). By broadening the reach of your ads, you might tap into audiences you hadn’t initially considered, thus maximizing your campaign’s potential.
The Pros and Cons of Broad Match
Pros:
- Increased Reach: Broad match allows your ads to be shown for a wider range of searches, potentially capturing more traffic.
- Discover New Keywords: By using broad match, you can uncover new search terms that might be valuable for your business.
- Leverage Smart Bidding: broad match was redesigned a few years ago to leverage more signals and data points; learn more about how Broad Match works best with smart bidding
Cons:
- Less Control: Broad match can lead to your ads being shown for potentially irrelevant searches, which could result in wasted spend.
- Higher Costs: Without careful monitoring, you might find yourself paying for clicks that don’t convert, increasing your overall CPA.
- Performance Monitoring Required: Broad match campaigns require even more diligent monitoring to ensure they’re performing as expected. Without proper oversight, it’s easy for costs to spiral without delivering proportional results.
Best Practices for Using Broad Match
To make the most of broad match as the default, consider the following best practices:
- Use Negative Keywords: Implementing a robust negative keyword list can help filter out irrelevant traffic and prevent your ads from showing for searches that aren’t relevant to your business.
- Monitor Performance Closely: Regularly review your search terms report to see which queries are triggering your ads. Adjust your strategy based on what’s driving conversions and what’s not.
- Leverage Smart Bidding: Pair broad match with Google’s Smart Bidding strategies, like Target CPA or Maximize Conversions, to allow the algorithm to optimize your bids in real-time for better results.
- Test and Learn: Broad match can open up new opportunities, but it’s important to test different approaches. Try running A/B tests between broad match and more restrictive match types to see what works best for your campaigns.
Google’s decision to make broad match the default match type for Search campaigns marks a significant shift in digital advertising, underscoring the growing influence of automation and machine learning. This change opens doors for expanded reach and streamlined management, but it also demands heightened vigilance from advertisers to ensure campaigns remain optimized and aligned with their goals.
By understanding the strengths and limitations of broad match and employing best practices, you can make the most of this new default setting and ensure your Google Ads campaigns continue to deliver strong results.
