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.
