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How broad keywords can eat away at your budget.

Broad match type keywords trigger ads whenever someone searches for:

  • that keyword
  • similar phrases
  • singular or plural forms
  • misspellings
  • synonyms
  • stemmings (e.g. 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's unlikely that all of the search queries triggering your broad keywords are relevant to your business, let alone the specific ads you show. 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 you spend on broad keywords? We suggest that you change your broad keywords to modified broad. If you're using broad keywords for strategic reasons, there are two things you can do:

  • reduce their bids.
  • 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 a broad keyword sending you irrelevant traffic.

We'll recommend you change the keyword to modified broad, showing your ads to a more focused audience.

To help you decide whether to Replace Keyword or Dismiss this improvement, we'll show you the search queries triggering the identified broad keyword.

What happens when I push this improvement?

We'll pause the broad keyword and replace it with a modified broad match in the same ad group.

Technical notes:

  • We'll check all enabled keywords with cost in the last 30 days.
  • Broad keywords must have been triggered by more than 2 search terms.
  • We'll ignore any broad keywords that match your domain name.
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