Comprehensive Study on Broad Match Keyword Performance

In today’s competitive world of digital marketing, advertisers are constantly looking for ways to maximize the impact of their Google Ads campaigns. While broad match keywords were once seen as a risky choice for advertisers due to their perceived lack of relevance, the introduction of AI-powered automation and Smart Bidding has transformed broad match into a powerful tool for scaling campaigns and driving conversions.

This blog post brings together key insights from leading studies by Brainlabs, Search Engine Journal, and Google’s “Unlock the Power of Search” report to provide a data-driven analysis of how broad match performs against exact and phrase match. We’ll explore how advertisers can use broad match to increase conversions, reach a wider audience, and improve the overall efficiency of their Google Ads campaigns.

Whether you’re looking to scale your campaigns or improve conversion efficiency, understanding how broad match works with AI-powered tools can give you the edge in today’s competitive advertising landscape. Let’s dive into the data to discover how broad match keywords can unlock new opportunities for growth and how you can protect your account from the negative aspects of broad match keywords.

Understanding Keyword Match Types in Google Ads

When managing Google Ads campaigns, choosing the right keyword match type is critical to determining how your ads perform and how effectively they reach your target audience. Keyword match types define the level of control you have over when and where your ads are shown. The three primary match types—broad match, exact match, and phrase match—offer different levels of flexibility, impacting your cost-per-click (CPC), click-through rate (CTR), and conversion rates. Here’s a breakdown of each match type and when to use them effectively.

Broad Match

Broad match is the default match type in Google Ads and provides the most reach. It allows your ads to appear in searches that include related terms, synonyms, and variations of your keywords. This match type captures user intent beyond specific keywords, as Google’s AI-powered system understands the context and meaning behind searches.

For example, if your broad match keyword is “running shoes,” your ad could show for searches like “best athletic shoes” or “buy sneakers.” This flexibility enables advertisers to cast a wider net and discover new search terms that may drive traffic.

Advantages

• Extensive Reach: Broad match helps your ads show for a variety of relevant queries, maximizing impressions and reaching new potential customers.
• AI-Powered Precision: Broad match leverages signals like user location, previous searches, and landing page content to better understand user intent and adjust ads accordingly.
• Pairing with Smart Bidding: Broad match keywords perform best when used with Smart Bidding strategies, as Google’s machine learning optimizes bids in real time based on the likelihood of conversions.

Challenges

• Relevance Risks: Broad match can sometimes trigger ads for less relevant queries, leading to a lower CTR and fewer conversions than more targeted match types.
• Wasted Spend: Broad match keywords have the potential to go after a variety of searches that seem irrelevant. When using broad match, make sure that your bidding strategy and targets align with your goals to prevent wasted budget.

When to Use Broad Match

• Discovery and Scaling: Broad match is ideal for mature campaigns with accurate conversion tracking where you aim to discover new search terms and scale, particularly at the top of the funnel. According to Search Engine Journal, broad match is beneficial for businesses looking to identify new high-converting keywords that may not be captured through exact or phrase match. It allows you to expand your reach and test a wider audience.
• Smart Bidding Integration: If you’re using Smart Bidding strategies like Max Conversions with a Target CPA or Max Conversion Value with a Target ROAS, broad match helps AI algorithms optimize conversions by analyzing real-time signals and adjusting your bids accordingly. Broad match combined with AI enables Google to decide which queries are likely to convert, allowing you to tap into new audiences without manual keyword management. Remember, smart bidding strategies are user-based and not keyword-based. That is, the algorithm is attempting to match users who are most similar to your past converters through a variety of signals. Keywords only make up a portion of these signals.
• Highly Competitive Markets: In competitive industries, broad match can help capture additional impressions and clicks that might otherwise go to competitors. For businesses looking to grow aggressively, this match type can generate significant traffic at a lower CPC than exact match.

Exact Match

Exact match is the most restrictive match type, showing your ads only when the user’s search query precisely matches your chosen keyword or a close variant. This type of matching ensures the highest level of relevance between the search query and your ad, targeting users with high intent.

For example, if your exact match keyword is “running shoes,” your ad will only show for searches like “buy running shoes” or “running shoes for sale.” This offers maximum control over which queries trigger your ads.

Advantages

• High Relevance: Exact match delivers the most precise targeting, resulting in a higher CTR and conversion rate compared to broader match types.
• Lower CPA: Due to its focus on high-intent users, exact match typically leads to higher-quality clicks and conversions, which can help keep CPA low.

Challenges

• Limited Reach: Since exact match only shows for specific queries, you may miss out on potential customers using variations of your keywords. This limits the overall reach and impressions of your campaigns.
• Higher CPC: Exact match keywords tend to have higher CPCs due to more aggressive bidding from advertisers targeting these highly relevant queries.

When to Use Exact Match

• Targeting High-Intent Users: Exact match is ideal when you want to reach users who are highly likely to convert, such as those searching for specific products or services.
• Budget-Conscious Campaigns: For businesses looking to optimize their ad spend and maintain a low CPA, exact match ensures that your budget is used on the most relevant, high-converting clicks.

Phrase Match

Phrase match offers a balance between broad and exact match, allowing your ads to show for searches that include your exact keyword phrase, but with additional words before or after. This match type provides more flexibility than exact match while still maintaining relevance to the search query.

For example, if your phrase match keyword is “running shoes,” your ad could appear for searches like “best running shoes for men” or “buy affordable running shoes.” However, your ad wouldn’t show for searches that significantly alter the meaning, like “sneakers for running.”

Advantages

• Flexible Targeting: Phrase match offers more reach than exact match while still ensuring a degree of relevance, making it suitable for advertisers seeking a balance between volume and precision.
• Moderate CPC and CTR: Phrase match typically results in a lower CPC than exact match while still delivering a relatively high CTR.

Challenges

• Missed Opportunities: Unlike broad match, phrase match may not capture all relevant variations of your keywords, limiting its reach in certain scenarios.

When to Use Phrase Match

• Targeted Yet Flexible Campaigns: Phrase match works well for advertisers looking to expand reach while maintaining relevance to the search query. It’s ideal when you want more flexibility than exact match without sacrificing too much precision.

Why Match Types Matter in Campaign Strategy

Choosing the right match type is essential for managing the balance between impressions, clicks, and conversions. Broad match excels at driving large volumes of traffic, making it ideal for awareness and discovery campaigns. However, for campaigns that require a more precise focus on conversion, exact match is better suited for targeting high-intent users. Phrase match offers a middle ground for advertisers who want a balance of reach and relevance.

According to Google’s 2022 “Unlock the Power of Search”, pairing broad match with AI-powered Smart Bidding can optimize ad performance by analyzing real-time data signals like search intent and user behavior. By letting Google’s machine learning handle bid adjustments, advertisers can capture high-quality traffic more efficiently. However, as advertisers, we understand that Google doesn’t always have our best interests in mind, so this must be analyzed further.

In the next section, we’ll explore how broad match keywords, when combined with Smart Bidding, have driven significant improvements in conversion rates and impressions, based on findings from Brainlabs and Google.

Brainlabs Study: How Broad Match Impacts Conversions and CPA

As digital marketing evolves, broad match keywords have become a more powerful tool for advertisers, particularly when paired with Google’s AI-powered Smart Bidding. The traditional hesitancy around broad match—mainly concerns about irrelevant traffic and wasted ad spend—has been mitigated with advancements in automation and machine learning. The Brainlabs study provides valuable data on how broad match can drive increased conversions and impressions but also reveals some important trade-offs in cost-per-acquisition (CPA). Let’s dive into the study’s key findings to better understand how broad match performs in today’s search advertising landscape.

Broad Match Increases Conversion Volume

One of the most significant takeaways from the Brainlabs study is the ability of broad match keywords to significantly increase conversion volume when combined with Smart Bidding strategies like Max Conversions with a Target CPA (Cost per Acquisition) or Max Conversion Value with a Target ROAS (Return on Ad Spend).

• 27% Increase in Conversion Volume: According to Brainlabs, campaigns using broad match keywords saw a 27% uplift in total conversions compared to those using exact or phrase match. This increase was achieved by capturing a wider range of search queries, many of which may not have been covered by more restrictive match types.
• More Clicks and Impressions: The broader targeting scope of broad match resulted in a 29% increase in clicks and a staggering 186% increase in impressions. These numbers highlight how effective broad match can be in top-of-funnel campaigns designed to build brand awareness or target new audiences.
• Google AI Enhancements: Broad match’s ability to drive more conversions is largely attributed to Google’s advanced machine learning and AI tools, which analyze a range of real-time signals like user intent, location, search history, and device to ensure the ads are shown to users who are most likely to convert. By leveraging these tools, broad match becomes far more targeted than its traditional form, allowing for more efficient campaigns.

The Cost Trade-off: Increased CPA

While broad match keywords can drive more conversions and reach a wider audience, the Brainlabs study also identified a cost-per-acquisition (CPA) trade-off that advertisers must be mindful of.

• 37% Increase in CPA: Despite the significant boost in conversion volume, broad match campaigns saw a 37% increase in CPA. This increase in cost-per-acquisition is largely due to the broad match targeting a wider range of queries, which may include lower-intent or less qualified traffic, driving up the cost to convert these users.
• Efficiency vs. Incrementality: The study highlights the balance advertisers must strike between achieving incremental growth and maintaining efficiency. Broad match keywords are highly effective for scaling campaigns and generating more impressions, but the higher CPA means advertisers need to closely monitor performance to avoid overspending. Advertisers with smaller budgets or strict CPA targets may need to be more cautious when using broad match.

Time-Saving Benefits of Broad Match and Automation

Another major benefit of broad match keywords revealed by the Brainlabs study is the time-saving aspect provided by Google’s Auto-Apply Recommendations (AAR) and automation tools.

• 2 Hours Saved Per Account: On average, Brainlabs found that the use of broad match keywords with automated optimization saved advertisers around 2 hours per account in manual keyword management and optimization tasks. This is particularly valuable for advertisers managing multiple accounts or large campaigns, as it reduces the time spent on day-to-day adjustments and allows more focus on strategy and creative optimization.
• Smart Bidding Synergy: Broad match keywords work particularly well when paired with Smart Bidding. Google’s automation analyzes historical performance data and real-time signals, allowing broad match to deliver better results than traditional manual bidding or match types that require constant refinement.

Recommendations for Advertisers: When to Use Broad Match for Conversions

The Brainlabs study offers practical recommendations for advertisers looking to get the most out of broad match keywords:

• High-Growth Campaigns: Broad match is an excellent choice for advertisers aiming to scale quickly. If your primary goal is to increase visibility and conversions, broad match can drive more volume, especially when combined with Smart Bidding. However, be prepared for higher CPAs, and ensure that you’re managing your budget effectively.
• Discovery and Expansion: Broad match is especially useful in discovery campaigns, where you want to reach new audiences and uncover search terms that can drive future success. The ability to identify high-converting queries that may not be captured by exact or phrase match is one of the main advantages of broad match.
• Monitor Performance Closely: Since broad match can drive up CPA, it’s crucial to regularly review campaign performance and make adjustments where necessary. This could include adding negative keywords to filter out irrelevant traffic or adjusting bid strategies to maintain efficiency.

Key Takeaways from the Brainlabs Study

• Broad match keywords deliver a 27% increase in conversion volume and significantly more impressions and clicks compared to exact or phrase match.
• The increased conversion volume comes at the expense of a 37% increase in CPA, meaning advertisers must weigh the cost-efficiency of broad match against their performance goals.
• Smart Bidding is essential for optimizing campaigns using broad match keywords, and using Google’s automated tools can save some time on keyword management and optimization.

In the next section, we’ll look at how Google’s “Unlock the Power of Search” further supports the case for using broad match keywords and what additional performance insights this data provides.

Key Findings from Google’s “Unlock the Power of Search” Report

The evolution of broad match keywords in Google Ads has been driven by advances in machine learning and AI-powered automation. Google’s “Unlock the Power of Search” (2022) provides valuable insights into how broad match keywords have become more effective at capturing relevant traffic, driving conversions, and improving campaign performance—particularly when combined with Smart Bidding strategies like Max Conversions with a Target CPA or Max Conversion Value with a Target ROAS.

This section will break down the key findings from Google’s report and how they demonstrate the growing effectiveness of broad match keywords in modern PPC campaigns.

Broad Match’s Enhanced Ability to Capture User Intent

One of the most important findings in Google’s report is the enhanced ability of broad match keywords to capture user intent beyond just matching specific keywords. Traditionally, broad match had been seen as too generic, often showing ads for irrelevant searches. However, with the integration of AI and machine learning, Google now uses various signals to ensure that broad match keywords deliver more relevant results.

Contextual Signals Improve Matching

Google’s algorithms analyze a wide range of real-time signals to determine user intent, making broad match more targeted than ever before. These signals include:

• User search history: Google analyzes users’ past searches to better understand their intent when they type a new query.
• Location: Broad match uses geographic data to adjust targeting based on the user’s proximity to relevant services or businesses.
• Device and Time of Day: Google uses device data (e.g., mobile vs. desktop) and time-of-day patterns to display ads at the most opportune moments for conversions.
• Search session context: Google factors in the broader context of a user’s search session, including previously searched queries, to improve keyword matching.

This AI-driven understanding of user intent has transformed broad match into a tool capable of capturing a wider range of high-quality traffic while maintaining relevance. However, be mindful that in order to use broad match effectively, you must have accurate conversion tracking setup within your Google Ads account. The more data, the better broad match will perform!

Broad Match + Smart Bidding = Better Performance

A key takeaway from the “Unlock the Power of Search” report is that broad match keywords should be paired with Smart Bidding strategies to maximize their effectiveness. Smart Bidding allows Google’s machine learning to adjust bids in real-time based on the likelihood of a conversion, ensuring that broad match keywords deliver the best possible results.

• 35% Increase in Conversions with Target CPA: According to Google’s data, advertisers who switched from exact match to broad match while using Target CPA saw a 35% increase in total conversions. This is because broad match captures more relevant queries that may not have been covered by exact match keywords.
• 20% Increase in Conversion Value with Target ROAS: Campaigns using Target ROAS also benefited from broad match, experiencing a 20% increase in conversion value. This shows that broad match can drive not only more conversions but also higher-value conversions when used with advanced bidding strategies.

Case Study: Meetic Group’s Success with Broad Match

One of the most compelling examples in Google’s report is the success story of Meetic Group (part of Match Group), which used broad match keywords to drive significant growth across multiple markets. By transitioning to broad match combined with Smart Bidding, Meetic Group saw a dramatic improvement in campaign performance.

• 70% Increase in Conversions: Meetic Group reported a 70% increase in conversions after switching to broad match, demonstrating how effective broad match can be for capturing a wider range of relevant users.
• 180,000 More Clicks: The company also experienced 180,000 additional clicks compared to their previous setup, which used more restrictive match types. These additional clicks helped Meetic Group expand its reach and scale its campaigns to new audiences.

This case study highlights how broad match, when used with Smart Bidding, can drive significant improvements in both reach and conversion volume, particularly for businesses looking to scale across multiple markets.

The Role of AI in Making Broad Match More Effective

The success of broad match keywords hinges on Google’s ability to use AI-driven optimization. The core of this transformation lies in the use of machine learning algorithms that process vast amounts of data to better understand user behavior and intent.

• Automatic Bid Adjustments: Smart Bidding automatically adjusts bids based on factors like location, time, device, and even search history, ensuring that your broad match ads are shown to the most relevant users at the right time. This reduces wasted ad spend and improves overall performance.
• Dynamic Search Query Matching: Google’s machine learning continually updates its understanding of search queries, allowing broad match to identify new, relevant queries that you may not have explicitly targeted with exact or phrase match. This means your campaigns can stay relevant even as search trends and behaviors evolve.

Broad Match’s Ability to Capture the Full Funnel

Another important insight from Google’s report is that broad match keywords are particularly effective at capturing users across all stages of the marketing funnel. While exact match tends to focus on bottom-of-funnel users who are ready to convert, broad match excels at reaching top- and mid-funnel users, allowing advertisers to build brand awareness and nurture leads over time.

• Top-of-Funnel Reach: Broad match’s extensive reach is ideal for generating brand awareness and capturing users who may not be familiar with your brand but are searching for related terms. By capturing these queries early, broad match can help guide potential customers down the funnel.
• Mid-Funnel Engagement: For users who are in the consideration phase, broad match keywords can help engage them by showing ads for related queries that keep your brand top-of-mind. When combined with remarketing, this can lead to higher conversions down the line.

Key Takeaways from Google’s “Unlock the Power of Search”

• Broad match keywords can now capture more relevant traffic thanks to Google’s AI-powered signals that analyze user intent, search history, and context.
• Pairing broad match with Smart Bidding strategies like MC with a Target CPA and MCV with a Target ROAS can drive up to a 35% increase in conversions and a 20% increase in conversion value.
• Case studies like Meetic Group show that broad match can significantly scale campaigns, driving both impressions and conversions.
• Google’s machine learning makes broad match a valuable tool for capturing users across the full funnel, from brand awareness to mid-funnel engagement.

In the next section, we’ll explore the findings from Search Engine Journal’s study, which compares the performance of broad match keywords with exact and phrase match in terms of CTR, CPC, and overall conversion rates.

Search Engine Journal’s Study: Broad Match vs Exact and Phrase Match Performance

As the evolution of Google Ads keyword match types continues, a study conducted by Search Engine Journal (SEJ) provides valuable insights into how broad match performs against its counterparts: exact match and phrase match. SEJ’s analysis of these match types highlights the trade-offs that advertisers must consider in terms of click-through rate (CTR), cost-per-click (CPC), and conversion rate. This section explores the data and insights from SEJ’s findings, focusing on the comparative performance of these match types.

Cost Efficiency: Broad Match Provides the Lowest CPC

One of the key takeaways from the SEJ study is that broad match consistently offers the lowest cost-per-click (CPC) across industries. This can be a significant advantage for advertisers looking to maximize their traffic volume without a substantial increase in costs.

• Lower CPC with Broad Match: Broad match keywords had the lowest CPC compared to exact and phrase match. This is because broad match captures a wider range of queries, including long-tail and less competitive keywords, which are generally less expensive.
• Exact Match’s Higher CPC: In contrast, exact match keywords showed the highest CPC, as advertisers are willing to bid more aggressively for highly specific search terms that directly match user intent.
• Phrase Match in the Middle: Phrase match CPCs fell between broad and exact match. While phrase match offers some flexibility in query matching, it still maintains enough relevance to warrant higher bids than broad match, but it’s not as competitive as exact match.

Takeaway: Broad match is a cost-efficient option for advertisers aiming to scale their campaigns, especially when balancing CPC with broader reach. However, while it saves money per click, advertisers must monitor whether these clicks are translating into conversions.

Click-Through Rate (CTR): Exact Match Delivers the Highest Engagement

The SEJ study found significant differences in CTR between broad, exact, and phrase match. CTR is a critical metric because it measures how often users click on your ad after seeing it. Higher CTRs often indicate that your ad is well-aligned with the user’s search intent.

• Exact Match Has the Highest CTR: Ads using exact match keywords had the highest CTR. This makes sense, as exact match keywords are the most relevant to the user’s search query, delivering ads that are highly aligned with user intent.
• Broad Match’s Lower CTR: In contrast, broad match keywords generated the lowest CTR. The wide targeting range of broad match means that your ads may show up for queries that are not always closely related to the user’s immediate intent. This can lead to lower engagement, as users might see ads that aren’t as directly relevant to their search.
• Phrase Match Performs Moderately: Phrase match keywords delivered a moderate CTR. This match type strikes a balance between relevance and reach, resulting in a CTR that is higher than broad match but lower than exact match.

Takeaway: If engagement is a primary goal—especially for bottom-of-funnel campaigns—advertisers should prioritize exact match keywords. However, if the goal is to maximize visibility and impressions at a lower cost, broad match remains a valuable tool.

Conversion Rate: Exact and Phrase Match Outperform Broad Match

While broad match can drive high impressions and clicks at a lower cost, conversion rate (CVR) remains a key area where exact and phrase match typically outperform broad match. The SEJ study confirms that exact match and phrase match deliver better conversion rates than broad match, despite the latter’s ability to drive more traffic.

• Exact Match Leads in Conversion Rate: Exact match keywords had the highest conversion rate in the study. This is due to the precision of targeting, ensuring that the users who click on the ad are those with the highest intent to convert.
• Phrase Match Follows: Phrase match also performed well in terms of conversion rate, offering a balance between flexible targeting and relevance. Phrase match ads capture mid-funnel users who may still be considering their options but are closer to conversion than those captured by broad match.
• Broad Match’s Lower Conversion Rate: Broad match had the lowest conversion rate, as it often attracts a wider and more diverse audience, some of whom may not be ready to convert. While broad match keywords can help grow visibility, not all the traffic they bring will be high quality, which affects overall CVR.

Takeaway: For advertisers focused on maximizing conversions, exact match and phrase match are more reliable options. However, broad match remains useful for top-of-funnel campaigns, where the goal is to introduce new users to the brand and build awareness rather than immediately drive conversions.

Click and Impression Volume: Broad Match’s Strength

Despite its lower CTR and conversion rates, the strength of broad match lies in its ability to drive large volumes of clicks and impressions, making it ideal for brand awareness and discovery campaigns.

• Broad Match Drives the Most Impressions: Broad match keywords captured significantly more impressions than exact or phrase match. This is because broad match is designed to show ads for a wide variety of search queries, increasing the ad’s visibility to a broader audience.
• Broad Match Generates More Clicks: Despite its lower CTR, broad match also generated more clicks overall, thanks to the high number of impressions it delivers. For advertisers looking to increase traffic to their website or generate awareness, broad match offers a powerful way to reach new users.

Takeaway: If your goal is to increase your reach and generate large amounts of traffic at a lower cost, broad match is the way to go. However, this strategy requires careful monitoring of the search terms report to ensure that the clicks you’re paying for are relevant.

Key Takeaways from the Search Engine Journal Study

• Broad match keywords offer the lowest CPC and generate the most impressions and clicks, making them ideal for top-of-funnel and discovery campaigns.
• Exact match keywords deliver the highest CTR and conversion rate, making them the best choice for high-intent, bottom-of-funnel campaigns where conversion efficiency is critical.
• Phrase match keywords strike a balance between broad reach and relevance, performing moderately in terms of CPC, CTR, and conversion rate.
• Broad match’s lower conversion rate and CTR mean that it’s best suited for generating traffic and visibility rather than driving immediate conversions.

In the next section, we’ll synthesize the findings from Brainlabs, Google’s “Unlock the Power of Search” report, and Search Engine Journal, and provide actionable recommendations for advertisers on how to use broad match effectively in their campaigns.

Combining the Data: The Power and Trade-offs of Broad Match Keywords

By now, we’ve explored how broad match keywords perform in comparison to exact and phrase match keywords, based on insights from Brainlabs, Google’s “Unlock the Power of Search”, and Search Engine Journal’s study. In this section, we’ll synthesize these findings and examine the strengths and limitations of broad match keywords, helping advertisers determine the best use cases and strategies for employing broad match in their Google Ads campaigns.

1. Broad Match Excels in Reach and Discovery

All three sources agree on one thing: broad match keywords offer the widest reach of all the match types. This makes broad match particularly useful for advertisers who are looking to:

1. Generate Top-of-Funnel Traffic

Broad match is ideal for discovery campaigns where the goal is to introduce your brand to a new audience. By casting a wide net and capturing a variety of related queries, broad match can drive significant traffic and increase brand visibility.

2. Discover New High-Converting Keywords

As Google’s AI and machine learning tools analyze search intent, broad match keywords often pick up search terms that advertisers may not have initially considered. This enables advertisers to identify new opportunities and adjust their keyword strategies based on real-time performance data.

3. Expand Market Reach

According to Google’s “Unlock the Power of Search” report, broad match keywords are particularly effective in expanding campaigns across different markets or audience segments. Advertisers like Meetic Group experienced a 70% increase in conversions by using broad match combined with Smart Bidding, allowing them to reach more users across multiple regions.

4. Maximize Impressions

SEJ’s study further confirms that broad match keywords capture more impressions and clicks than exact or phrase match keywords, making them perfect for campaigns that aim to increase traffic or promote brand awareness.

Key Takeaway

For advertisers looking to scale their campaigns, reach new audiences, and increase impressions, broad match keywords should be a cornerstone of their strategy, particularly in top-of-funnel marketing efforts.

2. The Trade-Off: Lower Conversion Rates and Higher CPA

While broad match keywords deliver impressive reach and visibility, there are notable trade-offs in terms of conversion rate and cost per acquisition (CPA).

Lower Conversion Rate

The Search Engine Journal study shows that broad match has the lowest conversion rate compared to exact and phrase match. Since broad match ads are triggered by a wider variety of search terms, they often capture less qualified traffic, which leads to lower conversions.

Higher CPA

Both the Brainlabs study and Google’s report show that while broad match can increase conversion volume, it tends to come with a higher cost per acquisition (CPA). The Brainlabs study reported a 37% increase in CPA when using broad match, indicating that advertisers may end up paying more to convert traffic from this match type.

CTR Considerations

Broad match also has the lowest click-through rate (CTR) of the three match types, as confirmed by SEJ’s findings. This is because not all users who see your ads are searching for something directly related to your offering, leading to less engagement compared to exact match.

Key Takeaway

Broad match can significantly increase traffic and impressions, but it may not always deliver the highest-quality clicks. Advertisers need to carefully monitor their CPA and conversion rate to ensure that the increased traffic justifies the higher costs.

3. The Role of AI-Powered Automation and Smart Bidding

The performance of broad match keywords is greatly enhanced when paired with AI-powered Smart Bidding strategies like MC with a Target CPA and MCV with a Target ROAS. Both Brainlabs and Google’s report emphasize that Smart Bidding combined with accurate conversion tracking is crucial for getting the most out of campaigns using broad match keywords.

Smart Bidding’s Impact on Conversions

Google’s data shows that advertisers using broad match with Smart Bidding saw a 35% increase in conversions (Target CPA) and a 20% increase in conversion value (Target ROAS). By using machine learning to optimize bids in real-time based on user intent, location, device, search history, customer match, and landing page content, Smart Bidding ensures that ads are shown to users most likely to convert. The crucial point to drive home here is that accounts with more conversion data will have a better chance at getting positive results from broad match than accounts with limited or inaccurate conversion data.

Optimized Relevance

The synergy between broad match and Smart Bidding allows Google’s algorithms to capture user signals—such as search history, geographic location, device type, customer match, etc.—and adjust bids dynamically. This makes broad match more relevant than ever before, as it helps filter out less-qualified traffic and focus on users with a higher likelihood of conversion.

Time-Saving Automation

As highlighted by Brainlabs, using broad match with Auto-Apply Recommendations (AAR) and Smart Bidding also helps advertisers save some time on manual optimizations. This time-saving benefit is particularly valuable for advertisers managing large accounts or running multiple campaigns, as the automation takes care of adjusting bids and optimizing performance. However, advertisers must weigh the benefits of saving time with less control over their accounts and campaigns.

Key Takeaway

Pairing broad match with Smart Bidding is essential for improving performance and maximizing conversion value. Without Smart Bidding, campaigns with broad match using Manual CPC, Enhanced CPC, Target Impression Share, or Maximize Clicks risk generating irrelevant traffic and significantly driving up costs.

4. Balancing Broad Match with Exact and Phrase Match

Although broad match keywords offer significant advantages in terms of traffic and reach, phrase match and most importantly, exact match, are still critical for advertisers looking to optimize conversion efficiency.

Exact Match for High-Intent Users

For bottom-of-funnel campaigns, where the goal is to convert users with high intent, exact match is the best choice. It delivers the highest CTR and conversion rates, as the ads only show for users who are actively searching for highly relevant terms. This leads to lower CPA and more efficient ad spend.

Phrase Match for Mid-Funnel Strategies

Phrase match strikes a balance between reach and relevance, making it ideal for mid-funnel campaigns. It offers more flexibility than exact match while maintaining enough control over search terms to capture users who are close to converting but may still be in the consideration phase.

Key Takeaway

To get the best of both worlds, advertisers should combine broad match with exact match and sometimes phrase match in their campaigns. This allows them to capture top-of-funnel traffic with broad match while driving high-intent conversions with exact match.

5. Strategic Use of Broad Match in Competitive Markets

Broad match is especially useful in highly competitive markets, where advertisers are vying for the same high-intent keywords. By using broad match, advertisers can:

1. Capture Additional Traffic

In competitive verticals, exact match keywords can be prohibitively expensive, as multiple advertisers are bidding on the same terms. Broad match allows advertisers to capture long-tail queries and synonyms that may not be as competitive but still deliver valuable traffic.

2. Compete for Cheaper Clicks

Since broad match keywords often generate lower CPCs, advertisers can gain more impressions and clicks without the higher cost associated with bidding on exact match keywords in a competitive space.

Key Takeaway

In competitive industries, broad match provides a cost-effective way to drive traffic and avoid the higher costs associated with exact match bidding wars

Best Practices for Using Broad Match Keywords in Google Ads

Based on the comprehensive analysis of Brainlabs, Google’s “Unlock the Power of Search” report, and Search Engine Journal’s study, it’s clear that broad match keywords can be a powerful tool for driving traffic, scaling campaigns, and discovering new opportunities. However, to make the most of broad match without sacrificing efficiency, advertisers must use strategic best practices.

In this section, we’ll provide actionable recommendations for how to implement broad match keywords effectively in your Google Ads campaigns while managing cost-per-acquisition (CPA), conversion rates, and overall performance.

1. Pair Broad Match with Smart Bidding for Best Results

One of the most important takeaways from all the studies is that broad match performs best when combined with Smart Bidding strategies where conversions are tracked accurately. Google’s machine learning optimizes bids based on real-time data, ensuring that your broad match keywords are targeting users who are most likely to convert.

• Maximize Conversions with a Target CPA (Cost Per Acquisition): If your primary goal is to maximize conversions while controlling CPA, use Target CPA with broad match keywords. Google’s AI will adjust your bids automatically to meet your target CPA, helping you optimize conversion volume while maintaining efficiency. According to Google, pairing broad match with Target CPA can lead to a 35% increase in conversions.
• Maximize Conversion Value with a Target ROAS (Return on Ad Spend): For advertisers focused on maximizing the value of conversions, Target ROAS is the ideal strategy. This Smart Bidding option optimizes bids to maximize the total conversion value. Advertisers who used broad match with Target ROAS saw a 20% increase in conversion value, making it a great option for e-commerce and other ROI-driven campaigns.

Best Practice: Always pair broad match with Smart Bidding strategies like MC with a Target CPA or MCV with a Target ROAS to maximize conversion potential while minimizing inefficiencies. Manual bidding on broad match keywords often leads to wasted ad spend due to irrelevant queries.

2. Use Negative Keywords to Refine Traffic

While broad match keywords offer the widest reach, they also carry the risk of attracting irrelevant traffic. To mitigate this, it’s essential to regularly monitor your search terms report and add negative keywords to exclude irrelevant queries.

• Regularly Update Negative Keywords: Negative keywords help you block out search queries that are unrelated to your business. For example, if you’re advertising running shoes, you might want to exclude terms like “cheap sneakers” or “shoe repair” if they’re not relevant to your offering.
• Refine Traffic Quality: By using negative keywords, you can refine the quality of the traffic you’re driving to your site. This is especially important for broad match keywords, as they tend to capture a wider range of queries.

Best Practice: Regularly review your search terms report and add negative keywords to filter out irrelevant traffic. This will help you improve the quality of the clicks generated by broad match and reduce unnecessary costs.

3. Start with Controlled Experiments

If you’re unsure whether broad match is right for your campaigns, start with small, controlled experiments. By testing broad match in isolated ad groups or campaigns, you can evaluate its performance without risking too much budget.

• Set Up a Campaign Experiment: Use Google Ads’ Campaign Experiments feature to test broad match keywords against other match types. This will give you clear insights into how broad match performs in your specific campaign, allowing you to make data-driven decisions.
• Compare Match Types: Run tests to compare broad match with exact and phrase match in terms of CPC, CTR, conversion rates, and CPA. This will help you understand which match types perform best for your goals and where broad match can add value.

Best Practice: Start with a small budget and run experiments to test broad match performance before scaling. This allows you to assess its effectiveness without overspending.

4. Combine Broad Match with Responsive Search Ads

Broad match keywords perform best when combined with responsive search ads (RSAs), which allow Google to optimize ad copy based on user search intent. RSAs help increase relevance and improve performance by testing different combinations of headlines and descriptions.

• Maximize Ad Relevance: By pairing broad match with RSAs, you ensure that your ad copy aligns with the broader queries that users are searching for. Google’s AI dynamically adjusts the headlines and descriptions to match search intent, resulting in better engagement.
• Improve CTR and Conversion Rates: According to Google, advertisers using RSAs alongside broad match keywords see a 20% increase in conversions compared to campaigns using only expanded text ads. This combination helps boost CTR and conversion rates, compensating for the lower engagement broad match can sometimes produce.

Best Practice: Use responsive search ads with broad match to dynamically adjust ad copy based on search queries, increasing relevance and performance. Test pinning headlines and descriptions to evaluate what works best for your business.

5. Monitor Performance Closely and Adjust

Broad match keywords can generate a lot of traffic, but to ensure you’re achieving your goals, it’s critical to monitor performance metrics like CTR, conversion rate, and CPA. Regular optimization is necessary to keep your broad match campaigns profitable.

• Set Clear Performance Metrics: Before launching your broad match campaigns, define key performance indicators (KPIs) like target CPA, ROAS, CTR, and conversion rate. This will give you benchmarks to measure your success and identify areas that need improvement.
• Frequent Optimization: Regularly check your Google Ads reports and make adjustments to bids, targeting, and negative keywords. Pay attention to performance fluctuations and be ready to make quick changes to keep the campaign on track.

Best Practice: Consistently monitor performance metrics and make data-driven adjustments to bids, keywords, and targeting to improve the efficiency of your broad match campaigns.

6. Consider Broad Match for Competitive Markets

In highly competitive industries where exact match keywords are often too expensive due to aggressive bidding, broad match keywords can provide a cost-effective alternative.

• Lower CPC for Competitive Terms: Broad match captures related long-tail keywords and synonyms that might not be as heavily bid on, reducing the overall CPC for your campaigns. This allows you to generate more traffic without overspending.
• Capture Additional Search Queries: Broad match keywords are especially useful in competitive markets because they allow advertisers to capture a wider range of queries without competing directly for the highest-cost exact match terms.

Best Practice: Leverage broad match in competitive markets to capture long-tail queries and reduce CPC, especially when exact match keywords are too expensive.

Key Takeaways for Broad Match Keyword Implementation

• Always pair broad match with Smart Bidding strategies like Target CPA or Target ROAS to optimize conversion volume and value. Additionally, make sure conversions are tracked and the account has ample conversion data. The more conversions, the better.
• Use negative keywords to filter out irrelevant traffic and improve the quality of clicks driven by broad match campaigns.
• Start with controlled experiments to evaluate the effectiveness of broad match in your specific campaigns before fully committing.
• Combine broad match with responsive search ads (RSAs) to dynamically adjust ad copy and increase relevance.
• Regularly monitor and optimize performance metrics to ensure that broad match campaigns remain efficient and aligned with your goals.
• Leverage broad match in competitive markets to reduce CPC and capture additional search queries that exact match keywords might miss.

By following these best practices, you can maximize the performance of your broad match keywords while ensuring that your campaigns remain cost-efficient and conversion-focused.