Do you want to improve the performance of your Broad Match keywords?
Think about the countless times you’ve looked at your search term reports only to discover how badly Google is matching user queries to your broad keywords. (I mean, really, “leather handbag” being the same as a leather wallet?! Come on Google…)
Still, sometimes broad match does work like magic. I remember one of my clients had gone through a rebranding, with the new brand name being completely different from the old brand name. Google’s broad match was able to match search terms containing the new brand to the old brand keywords. Pretty impressive.
Imagine being able to reap the benefits of Broad Match without a lot of irrelevant search terms showing up in your reports.
Here’s a tactic that will help you reduce the number of irrelevant clicks from broad match keywords: add converting search terms as new keywords to the ad group that generated the conversion. (*)
Why does this work? Well, according to Google, “Broad Match is able to leverage unique signals not available in other Match types.” These signals include other keywords in your ad group.
SOURCE: https://services.google.com/fh/files/misc/apl_strategic_recommendations_with_optiscore_aar.pdf
(*) In case you’re wondering: yes, I use scripts to do this for me. 🙂
– Nils