How broad keywords can eat away at your budget.
Broad match type keywords trigger ads whenever someone searches for:
singular or plural forms
stemmings (e.g. floor and flooring)
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 phrase-match keywords.
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 phrase match, showing your ads to a more focused audience. We will check performance for each match type across the parent campaign group and only recommend replacing broad keywords when they underperform significantly.
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 phrase match keyword in the same ad group.
We'll check all enabled keywords with clicks, and we’ll look up to the last 180 days if more data is needed.
Broad keywords must have been triggered by more than 10 search terms.
We’ll ignore any branding campaigns (not just individual keywords).