Broad match keywords pair particularly well with Smart Bidding strategies, including Maximize conversions, Maximize conversion value, Target CPA, and Target ROAS. Smart Bidding uses machine learning to optimize for conversions or conversion value in each and every auction—a feature known as “auction-time bidding”.
When you pair Smart Bidding with broad match there is no need to segment by match type to boost optimization. The bidding system sets a bid for each individual auction of each query and bids up or down depending on how well the query is likely to perform. Broad match keywords allow the algorithms to learn faster and find additional auctions that can help you reach your growth objectives.
Easily scale broad match with Google Ads Recommendations
To help your campaigns drive more volume while meeting your performance targets, Google Ads provides a Recommendation to change phrase match and broad match modifier (BMM) keywords to broad match in Smart Bidding campaigns. On average, advertisers that change their phrase match and BMM keywords to broad match can see ~25% more conversions (in Target CPA campaigns) and ~12% more conversion value (in Target ROAS campaigns) while meeting targets.¹
Eligibility criteria for the Recommendation
- Campaign is using one of the following Smart Bidding strategies: Maximize conversions, Maximize conversion value, Target CPA, or Target ROAS
- Campaign has active phrase match or BMM keywords and these keywords are not used as broad match elsewhere in the account
- Performance estimates indicate a potential increase in conversions from changing phrase match and BMM keywords to broad match
How it works
The phrase match and BMM keywords in the campaign are removed and replaced with broad match versions of the keywords. You can still see historical stats for the removed phrase match and BMM keywords.
For example, here is a before and after view of active keywords in a sample campaign:
|Campaign keywords before||Campaign keywords after|
|“plumber certification”||plumber certification|
|+plumber +education||plumber education|
|“plumber courses”||plumber courses|
¹ Google internal data, September 2020