Why Broad Match Is Relevant Again (and How to Use It)

Over the last three decades, the keyword strategy landscape has undergone numerous transformations, with trillions of searches shaping its evolution. From elaborate sentence queries to concise three-word searches, the reasons behind user searches vary, ranging from predictable user behavior to advertising tactics or even serendipitous discoveries. However, the ultimate goal remains constant: provide the answers our customers seek.

So, how do you achieve this goal and evolve with the neverending changes in our field? 

It may not be necessary to reinvent the wheel. Instead, let's delve into the recent broad match enhancements and discover why you should incorporate broad match into your 2024 strategy.

Intended Subject and Order Matter, And Now Broad Match Knows It

In the past 15 years, broad match’s popularity has declined despite being a long-standing presence in advertising. This drop is due to its previous less-than-ideal search-matching abilities and reduced relevant search results. However, the newest version of broad match has taken notes from past limitations. Unlike its predecessor, the improved broad match now considers the order of words in a search query and differentiates the meaning of words spelled the same but with different definitions.

For instance, in the past, if a user's search included the term 'bass', which could refer to both the musical instrument and a type of fish, the results page would struggle to distinguish between these types of homographs and homonyms. Similarly, it faced difficulties in understanding how the order of the search reflected the user's specific needs. Individuals looking for “moving services from California to New York” might have previously received irrelevant search results like "moving services from New York to California." However, with the updates to broad match, it can now recognize the distinctions between different word arrangements and adapt accordingly.

Future Durable 

In addition to search structure updates, Google has harnessed the power of billions of search queries to gain insights into user intent. This valuable understanding has led to a shift in their approach, prioritizing Google signals over solely focusing on keywords and crawling.

That said, this doesn't imply that keywords have become completely irrelevant. Rather, it suggests that more narrow keyword strategies like exact match may lose their effectiveness over time as they struggle to capture the fluidity and intricacies of user preferences. On the other hand, broad match is adapting to these changes by incorporating AI, Large-Language Models, supporting information and user personas, positioning itself to excel in the ever-changing advertising realm.

How Broad Match Benefits Smart Bidding

Broad match and smart bidding are a perfect match, working together seamlessly to improve performance. When these two features are combined, they create a harmonious synergy that enhances each other's capabilities. With smart bidding, broad match gains the necessary focus and direction to drive performance in the right direction. At the same time, broad match allows the algorithms to learn faster and discover additional auctions that can contribute to achieving your growth objectives.

Solely targeting exact keywords that your audience may search for is not always enough. Many searches start with broader terms, and by allowing bidding algorithms to consider these searches, you can achieve better performance and reach customers you may have otherwise missed. 

Putting It All Together 

When implementing broad match, make sure to take things gradually. Instead of applying it across your entire portfolio all at once, consider starting with one or two campaigns. After incorporating broad match into your campaigns, consider waiting a full two weeks before analyzing any results. While you may initially see a decrease in relevant conversions, as the match type 'trains,' you should notice an increase in click and conversion data. 

Another crucial aspect to keep in mind is negative keyword targeting. Even though broad match will eventually learn to avoid underperforming keywords, it's still wise to set up some 'guardrails' with negative keywords. Utilizing tools like the 'search term report' can help you identify and exclude irrelevant keywords for better campaign performance.

In the ever-evolving advertising world, decoding search intent has grown more intricate. So, exploring and testing strategies such as broad match is essential. Although not a novel idea, its significance has never been greater. As broad match gains popularity and AI progresses, its potential only continues to expand.

So, are you ready to make the shift? To learn more, contact our support team via Adswerve Connect or at support@adswerve.com.