How broad keywords are eating away your budget

The broad match type lets a keyword trigger your ad to show whenever someone searches for:

  • that keyword
  • similar phrases
  • singular or plural forms
  • misspellings
  • synonyms
  • stemmings (such as floor and flooring)
  • related searches 
  • other relevant variations

All of those variations allow Google to show your ads to an enormous pool of search queries. 

It is unlikely that all of the search queries that trigger your broad keywords are relevant to your business, let alone to the specific ads you show with them. You'll most likely end up with a lot of low quality leads.

Of course, this match type isn't pure evil -- it exists for a reason and you'll want to use it occasionally. It's especially useful when you are looking to expand your audience and find new keywords. 

So how can you limit the amount of money you spend on broad keywords? What we suggest is that you change your broad keywords to modified broad. If you're using broad keywords for one of the reasons mentioned above, there are 2 things you can do:

  • lower how much you bid on broad keywords
  • make efforts to find the new and negative keyword ideas quickly

How does this improvement work?

You’ll see this improvement if we’ve found an important broad keyword that is likely sending you irrelevant traffic.

We'll recommend you change the keyword to modified broad. This will show your ad to a more focused audience.

To help you decide whether you should push or dismiss this improvement task, we'll show you the search queries triggered by the identified broad keyword.

If the triggered search queries indeed show some irrelevancy, you can push the improvement task. This will change the match type of this keyword to modified broad.

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