How Broad Match Keywords Improve Your PPC Performance

Broad match keywords can seem risky, but when used thoughtfully, they can open up valuable traffic channels and help improve the performance of your PPC campaigns. Here’s a guide on how to safely incorporate broad match keywords into your strategy with practical examples to make each step actionable.

Here’s an additional chapter on broad match keywords, covering their pros and cons to help readers weigh their usefulness in a PPC strategy.

Pros and Cons of Broad Match Keywords

Broad match keywords can be a double-edged sword in PPC advertising, providing both opportunities and challenges. Understanding their advantages and disadvantages can help you make informed decisions about when and how to use them in your campaigns.

Pros of Broad Match Keywords

1. Broader Audience Reach
   • Broad match keywords allow you to reach a larger audience by showing your ads for variations, synonyms, and related terms. This can be especially useful when aiming to increase brand visibility and capture new customers who may not be familiar with your product or specific terms.
   • Example: Using a broad match keyword like “work shoes” could capture searches for “office footwear,” “professional shoes,” or even “business shoes,” expanding your reach to a wider, but still relevant, audience.
2. Less Time-Consuming
   • Unlike exact and phrase match keywords, which require you to specify each term individually, broad match keywords save time by covering a range of variations with a single keyword. This reduces setup time and can make keyword research more efficient, especially for large campaigns.
   • Example: Instead of creating separate campaigns for “winter coat,” “winter jacket,” and “cold weather coat,” a broad match term like “winter wear” can potentially capture all variations in one go.
3. Adaptability for New Search Trends
   • Broad match keywords help capture emerging trends by matching against new phrases or variations as user search behavior changes. This adaptability is valuable in industries with seasonal or rapidly shifting trends.
   • Example: A brand selling sustainable products might use a broad match keyword like “eco-friendly” to tap into new, trendy searches, like “eco-friendly gifts” or “sustainable holiday decor,” that they hadn’t initially targeted.

Cons of Broad Match Keywords

1. Potential for Irrelevant Traffic
   • The broad reach of these keywords can sometimes lead to irrelevant clicks, as they may trigger for unrelated searches. This can drive up costs without contributing to meaningful conversions.
   • Example: A company advertising “organic skincare” with broad match could inadvertently attract searches like “organic food” or “organic pet care,” which aren’t relevant to their offerings.
2. Higher Cost per Click (CPC) Risk
   • Without proper oversight, broad match keywords can result in an increased CPC due to low relevancy scores. This is especially problematic if left unchecked, as costs can escalate without delivering a proportionate increase in conversions.
   • Example: A business using “affordable shoes” as a broad match keyword may get clicks from a wide range of budget-conscious shoppers, but if the ad leads are from unrelated categories like “cheap car repairs,” the CPC cost-effectiveness will suffer.
3. Requires Consistent Monitoring and Optimization
   • Broad match keywords need regular monitoring to remain effective and prevent budget waste. Frequent checks on search term reports and updates to negative keyword lists are essential to maintain relevance.
   • Example: A brand targeting “vegan supplements” may find unrelated terms like “vegan recipes” in their search terms, requiring constant adjustments to ensure only relevant traffic flows through.

When to Use Broad Match Keywords

While broad match keywords can be risky, they are useful in campaigns where you’re looking to maximize reach, experiment with new markets, or collect data on unexpected search trends. With close monitoring and a strong strategy for negative keywords, they can be a powerful tool for driving brand awareness and discovering untapped audiences.

How to Safely Use Broad Match Keywords to Boost PPC Performance

1. Start Small with Broad Match Keywords

Begin by testing broad match keywords on a small scale to understand their reach without committing a large portion of your budget. For instance, if you’re advertising a “running shoe” brand, consider starting with “sports shoes” or “athletic footwear.” These broader terms can capture a wider range of searches while still staying relevant to your target.

Example: Launching ads for "sports shoes" alongside your exact match "running shoes" term could draw in potential buyers who are exploring similar options without knowing your brand.

2. Use Negative Keywords to Refine Your Broad Match Strategy

Negative keywords help keep your broad match terms relevant by excluding searches that don’t align with your product. For example, if you’re selling high-end furniture, adding negative keywords like “cheap” or “discount” can prevent ads from showing up in bargain-based searches.

Example: A “luxury sofa” seller might set “cheap” as a negative keyword to avoid irrelevant impressions from shoppers looking for budget options, maximizing ad spend efficiency.

3. Implement Broad Match in Lower-Cost Campaigns First

Testing broad match keywords in lower-cost campaigns allows you to analyze performance without inflating costs. If a lower-cost campaign shows success, scale it up.

Example: If a skincare brand uses “face moisturizer” in a low-cost campaign and finds it attracting high-quality clicks, they can gradually increase the budget, refining it with additional negatives as they grow.

4. Regularly Monitor Your Search Terms Report

The search terms report reveals what actual searches triggered your ads, making it a critical tool for managing broad match keywords. Regular checks help ensure relevance and allow you to add negative keywords when needed.

Example: A fitness supplement company running broad match for “protein powder” might discover phrases like “protein powder recipes” in their search report, helping them pivot to content-driven ads or adjust targeting.

5. Test Broad Match Modified as an Alternative

Broad match modified keywords (if available in your ad platform) allow a mix of control and reach by ensuring essential words appear in every search, minimizing irrelevant traffic.

Example: A travel agency targeting “luxury beach vacations” could use broad match modified “+luxury +beach +vacations” to ensure ads only appear when all three words are present, increasing relevance and CTR.

Safely Scaling Up: The Automation Advantage with Shopstory

Broad match keyword strategies can yield powerful results, but managing them manually can be time-consuming. Shopstory offers automation options to streamline PPC management, enabling you to focus on growth while automating the heavy lifting. Here’s how Shopstory can help:

• Automatic Search Term Reports: Automatically track and flag underperforming search terms, which can be converted into negative keywords with the click of a button.
• Ad Optimization Triggers: Set up automated triggers that pause or adjust ad bids based on keyword performance data, keeping you agile in competitive PPC environments.
• Custom Keyword Notifications: Receive alerts on search term reports directly in Google Sheets, making it easy to review and add negative keywords without manual searching.

Automate your PPC strategy with Shopstory to maximize ROI, stay competitive, and free up time for high-level strategy. Get started for FREE with Shopstory today and discover how automated keyword management can enhance your campaigns!