3 min read

Index:

1º What is broad concordance?

2º This is how Google's algorithm works

3º Benefits of broad concordance

4º When to use broad concordance

5º When NOT to use broad concordance

6º How to avoid the risk of concordance

The success of a Google Ads campaign depends largely on the keyword strategy you implement. There are different Google Ads keyword matching options, including exact match, phrase match and broad match. Without a doubt, the most flexible is broad match, and at the same time the most controversial. In this blog we will explore in depth what broad match is, when to use it, and in which strategies you should avoid at all costs to include it in your keyword strategy. 

What is broad matching? 

Broad match is the default setting for keywords in Google Ads. When you use this option, Google will show your ads for searches that match the keyword you have chosen, as well as related terms, synonyms, misspellings, and even searches that Google considers relevant in context. 

Example of broad concordance 

If you choose the keyword "sneakers" with broad match, your ads can be triggered with searches like: 

● running shoes 

● sports footwear 

● cheap sneakers 

● buy comfortable slippers 

How Google's algorithm works 

Broad match uses artificial intelligence and machine learning to be able to interpret user intent, even when they don't use the exact words you have selected in your Google Ads campaign. This generates a great reach, which can sometimes be accompanied by unexpected results. 

Benefits of broad matching

Before analyzing when and when not to use this type of concordance, let's learn about its benefits: 

Increased reach 

Broad match allows you to reach a wider audience by not limiting yourself to exact terms. This can be ideal for discovery campaigns, or when you are entering a new market. 

2. Exploration of new keywords 

This type of matching can help you discover relevant search terms that you had not taken into account. Thanks to the search term reports, you can identify new opportunities to expand your keyword list. 

3. Automatic optimization 

When you combine broad match with automated smart bidding strategies, such as maximizing conversions or target CPA, Google can use its machine learning to automatically optimize your campaigns towards the searches most likely to convert. 

4. Time saving 

If you are working on complex campaigns or have time constraints, broad match can help you reduce the effort to research and group specific keywords.

When to use broad match in Search campaigns 

Broad concordance is not a universal tool that can work in any context. Its success depends on how and when you use it. Here I explain in which cases it can be ideal: 

1. When the interest is to increase reach 

If you are launching a new campaign or a new product and you don't yet have clear data on which search terms work best, broad matching can help you explore user behavior. It allows you to reach a wider audience to gather initial data.

An example could be a vegan startup, you could use broad match with terms like "healthy food" to identify which keywords are relevant to your target audience. 

2. When combined with smart bidding 

If you use smart bidding strategy and you haven't done a thorough keyword study. Bids like Maximize Conversions make broad match can leverage Google's machine learning to get terms that are more likely to generate results. 

For example, a cell phone repair business, may use the keyword "fix mobile". The algorithm can identify that searches for "solutions for broken screens" have a high conversion rate, even if the exact term does not match. 

3. For tests or experiments 

In experimental campaigns, broad matching can be a very useful tool for testing new ideas and validating hypotheses about consumer behavior. 

An online retailer selling office accessories can use broad keywords to understand what exactly users interested in "office products" are looking for. 

4. When you have a very high budget 

If you have a significant budget, broad matching can be useful to capture a large amount of traffic and then refine it through search term reporting and negative keyword exclusion. 

When to avoid broad matching 

Although broad concordance can have certain advantages, it can be very counterproductive to use it if it is not used properly. 

Avoid using it at all costs in the following situations: 

1. When you are on a tight budget 

Which is normal in the vast majority of cases. Splurging is not the right thing to do in a good marketing strategy. Broad matching can cause you to throw resources down the toilet by showing your ads on searches that are not relevant to your business, inflating the cost without getting results. 

Imagine you sell ergonomic chairs and use broad match. You can show up in searches like "cheap furniture" or "dining tables".

2. When you are looking to segment in an appropriate way 

If your objective is to reach a specific audience, with very defined search terms, broad match can become very sparse. It is better to opt for exact or phrase match in these cases. 

An example might be a service provider of "business English lessons". It should not use such broad terms as "learn English", as it would attract users with different intentions, and probably irrelevant to the business. 

3. When you are not using negative keywords 

This error is common in many Google Ads campaigns, which can become worse when you use broad matches. Without these restrictions, Google can show your ads for completely irrelevant terms. 

For example, a company that sells "luxury watches", and does not exclude the word "cheap", may end up attracting searches such as "cheap watches". 

4. When your ROI is not optimal 

If you notice that your ROI is dropping, it's possible that broad match is eating up a lot of your budget in clicks that don't generate conversions. In this case it's better to change the matches, reduce the reach and be more targeted. 

5. In brand campaigns 

To protect the reputation and accuracy of your brand campaign, avoid broad match. Imagine Zara uses broad match with its brand keyword. Its name could appear in searches for competing brands or generic terms. To protect reputation, it is optimal to use exact match. 

How to reduce the risk of broad matching 

If you decide to use broad matching, here are some tips to minimize its risks: 

1. Use negative keywords: Clearly define which search terms you want to exclude to avoid irrelevant searches. 

2. Run search term reports: Regularly review which searches are triggering ads and adjust your strategy accordingly.

3. Use smart bidding: Smart bidding helps optimize your results and minimize spending on irrelevant searches. 

4. Define clear conversions: Make sure Google Ads is tracking relevant conversions for your business. 

5. Start with a trial budget: Start with a small trial budget to evaluate performance before increasing investment. 

Conclusion 

Broad matching is a tool that, when used well, can be powerful, but it must be handled with care. It can be your best ally in exploring new opportunities and expanding your reach, but it can also cause you to waste your budget without getting any results. 

Remember: the success of your Google Ads campaigns depends on how you combine the flexibility of broad match with rigorous data management, negative keywords, and well-defined objectives. If you use it correctly, it can be a catalyst for the growth of your search campaigns. If not, it can become a source of frustration and wasted resources. 

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