How to Use Broad Match Keywords THE RIGHT WAY

Name: How to Use Broad Match Keywords THE RIGHT WAY
Uploaded: 2023-09-04T10:00:01.000Z
Duration: 22 min 6 s

Understanding Changes to Exact Match Keywords in Google Ads

In this section, the speaker discusses the changes made to exact match keywords in Google Ads and how it affects advertisers.

Introduction to Changes in Exact Match Keywords

Since 2023, Google has made significant changes to how exact match keywords operate.

These changes are forcing advertisers to use broad match keywords in Google Ads.

The process of changing how exact match keywords operate started back in 2014 with initial modifications allowing plurals and close variants.

Evolution of Exact Match Keyword Targeting

In 2018, Google introduced machine learning to trigger ads for exact match keywords based on similar meaning or intent.

Late in 2021, Google shifted from targeting selected keywords to targeting the meaning or search intent behind those keywords.

Examples provided by Google show that ads can now be triggered for search terms closely related to the original exact match keyword.

Concerns and Focus

There have been rumors about Google completely removing the option to use exact match keywords later this year. However, the speaker focuses on current data and what is working effectively.

The speaker emphasizes the importance of structuring broad match keywords correctly for continued success with Google Ads in 2023.

Using broad match keywords can save time compared to extensive keyword research and single keyword ad groups (SKAGs), which are no longer effective strategies.

Structuring Broad Match Keywords for Success

This section provides insights into structuring broad match keywords effectively for successful advertising campaigns on Google Ads.

Importance of Word Count in Broad Match Keywords

With the shift towards targeting meaning rather than specific words, it is crucial to include multiple words within a broad match keyword phrase.

Providing at least three words but ideally more helps convey the intended meaning to Google's algorithms.

Longer sentences or phrases allow Google to better understand the intent behind the keyword.

Leveraging AI and Automated Learning

Google's targeting algorithms increasingly rely on artificial intelligence (AI) and automated learning.

Providing more information through longer keyword phrases improves targeting accuracy and delivers better results.

The analogy of requesting an employment contract from an AI tool demonstrates how additional details lead to more tailored outcomes.

Benefits of Properly Structured Broad Match Keywords

When structured correctly, broad match keywords can produce great results for advertisers.

Using this approach eliminates the need for extensive keyword research and creating single keyword ad groups (SKAGs).

The speaker highlights that SKAGs are outdated strategies that no longer yield success in current Google Ads campaigns.

Simplifying Keyword Research with Broad Match Keywords

This section discusses how using properly structured broad match keywords simplifies the keyword research process for advertising campaigns on Google Ads.

Challenges with Traditional Keyword Research

Pre-2020, conducting keyword research for larger accounts or clients with multiple products/services could be time-consuming, taking several hours.

The process involved researching various keyword variations, organizing them into themes, and breaking them down into single keyword ad groups (SKAGs).

Time-saving Benefits of Broad Match Keywords

By utilizing well-structured broad match keywords, advertisers can save significant time in their campaign setup.

Extensive keyword research and SKAG creation become unnecessary when targeting broader phrases effectively.

Key Considerations for Effective Broad Match Keyword Targeting

This section provides key considerations for effectively targeting broad match keywords in advertising campaigns on Google Ads.

Importance of Word Count in Broad Match Keywords

Including multiple words within a broad match keyword phrase is crucial to convey the intended meaning.

Google now targets the meaning of the words rather than specific keywords, making longer phrases more effective.

Leveraging AI and Automated Learning

Google's algorithms rely on AI and automated learning to improve targeting accuracy.

Providing more information through longer keyword phrases enhances the effectiveness of broad match keyword targeting.

Benefits of Properly Structured Broad Match Keywords

Well-structured broad match keywords can yield excellent results for advertisers.

They eliminate the need for extensive keyword research and outdated strategies like single keyword ad groups (SKAGs).

The Role of AI in Broad Match Keyword Targeting

This section explores how artificial intelligence (AI) plays a significant role in broad match keyword targeting on Google Ads.

Increasing Reliance on AI and Automated Learning

Google's targeting algorithms increasingly utilize AI and automated learning techniques.

More information provided through longer keyword phrases leads to better outcomes in terms of targeting accuracy.

Enhanced Results with Additional Information

The analogy of requesting an employment contract from an AI tool demonstrates that providing extra details yields more tailored results.

Advertisers can benefit from leveraging AI tools by offering comprehensive information within their broad match keywords.

Understanding the Power of Broad Match Keywords in Google Ads

In this section, the speaker explains how broad match keywords can be more targeted when used correctly. They provide examples to illustrate how using longer and more specific keyword phrases can help Google understand the true intent of search terms and improve targeting.

Benefits of Using Longer Broad Match Keyword Phrases

Longer keyword phrases allow Google to better understand the true intent of search terms.

By using specific and descriptive phrases, you can target a more relevant audience.

Examples:

Instead of using a broad match keyword like "pool towels," use "100% cotton blue and white pool towels" to target users specifically looking for those types of towels.

Instead of using "air conditioning installation," use "new split system air conditioning installation" to focus on installing brand new units.

Reducing Wasted Ad Spend with Broad Match Keywords

Longer broad match keyword phrases provide extra information to Google, reducing wasted ad spend.

While there may still be some irrelevant search terms, overall, targeting becomes more precise.

Shorter exact match keywords often result in more wasted spend compared to longer broad match keywords.

Simplifying Campaign Setup with Longer Broad Match Keywords

Using longer broad match keyword phrases reduces the need for extensive keyword lists and single keyword ad groups.

Start with a few long-tail broad match keywords in an ad group and then refine through search term audits.

Add negative keywords and additional exact match keywords based on data and performance.

Additional Resource: Google Ads Optimization Checklist

To assist with optimizing your Google Ads campaigns, the speaker offers access to their Google Ads optimization checklist. The checklist provides guidance on important tasks such as search term audits and other optimization actions required for success.