Broad Match + Smart Bidding = the Future of Google Ads
Both Broad Match and Smart Bidding have come a long way over the years, and when used together and correctly, they can really provide great results. This is something that I have begun to test more along with fellow JumpFlyers, and I want to provide some insight on how you can maximize your broad match (using Smart Bidding) campaign results.
Broad match with Smart Bidding isn’t a new concept, but it is getting much better as technology advances. In my opinion, there is no right or wrong way to set up your broad match campaign. At JumpFly, we have tested themed ad group campaigns and single ad groups campaigns; see my examples below:
Surprisingly, both have been successful, though, this could have been due to testing during peak holiday shopping in Q4 2022. We have yet to find one definitive option, so this is something to keep experimenting with and find what works best for each account.
With that being said, let’s hop to my top three tips for getting the most out of your Broad Match + Smart Bidding strategy.
1. Negative Keywords (and continuously adding negative keywords!)
This one is very important! When I create new Broad Match campaigns, the first thing I do is add negative keywords of the keywords that already exist in other Search campaigns. The last thing we want is for the Broad Match campaign to steal from what is already doing well and potentially impact other campaign results. Our goal with broad match is to provide incremental performance. Broad Match with Smart Bidding utilizes the best technology Google has and really does help to pick up keywords you would not have thought of and find different audiences.
If you decide you are going to go with only Broad Match campaigns in your account (which I do not recommend…at least not yet), this tip obviously does not apply. But what is still very important for either option is to continuously monitor your search query reports and add negative keywords on a weekly (sometimes daily) basis until the campaign is more settled.
2. Choose the Right Smart Bidding Strategy
Ecommerce? Start with tROAS. Lead-based? Start with tCPA. This is important, as you want to get as close to your goal as possible. Once you have selected your Smart Bidding strategy, the next step is to set your goal. What I will typically do with my Broad Match campaign is set a tROAS goal higher than the average non-brand actual ROAS OR 1.5x-2x your goal. Below is a quick chart detailing my logic:
I know it is a best practice to start broad on Maximize Conversion Value (or Maximize Conversions), but I have not yet seen success here. Instead, I recommend starting with a target goal (tCPA or tROAS). You may learn that your starting point is too high and does not drive much volume, so that is something to monitor closely and adjust as needed. The reason for starting higher than usual is so you do not spend a ton of unnecessary budget right away – you will think this is a failure too quickly before giving this a real chance.
3. Right Message for the Right Audience
This is almost Google Ads 101 – write an ad that is relevant to your keywords. This gets a little bit more tricky with broad match since you can show for lots more non-relevant searches. If you group by theme, I have seen that the searches tend to be a little bit more relevant, so you can have ad copy that is more specific to that segment. I would aim to at least push your brand messaging and get more specific after you have had the opportunity to see what searches you are showing for.
With all that being said, those are my top three tips to help get your Broad Match campaign off the ground. The most important factor is that you use broad match WITH Smart Bidding. Advanced signals on Google’s end really can help your campaign perform better, and they give you another tool in your belt when you are lacking in performance or looking to try something new.