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Over time, Google’s move towards automation is helping you spend less time managing your ads, and more time managing your business. But it is still imperative you get the settings you can control right.
Align match types with your bidding strategy
Depending on your goal, your bidding objective will determine which keyword match types will work best for you.
For example, if you can accurately measure your conversions and use a conversion-based Smart Bidding strategy like TCPA or TROAS, broad match could be the better choice. But if your goal is to maximise target impression share, then you may want to consider using phrase match or exact match.
Use automation for the best reach and relevance
Google recommends using broad match with Smart Bidding to reach more relevant searches because it is the only match type that uses all of the signals available in Google Ads.
Smart bidding ensures that you’re only competing for the searches that are right for you based on the intent of the user’s search and your keyword.
I have personally seen success on my clients that have moved from exact to broad match using a TCPA and Google quotes”Advertisers that switch their exact match keywords to broad match in campaigns using a target CPA can see an average of 35% more conversions.”
Use responsive search ads
Paired with broad match and smart bidding, this combination helps you reach the right customers, with the right message, at the right price.
Broad match reaches all searches available and responsive search ads automatically create relevant ads for each of those searches. When you tie this in with using Smart Bidding, you get customised bids for each and every query.
Keep your account simple
Flexibility = Optimised
Google’s algorithms work best when it can optimise against your goals with as much flexibility as possible. Since the algorithms learn at the query level, Smart Bidding bidding with broad match only campaigns, means if a search query has already been matching to keywords in other parts of your campaigns, Google will simply apply what it’s learned across your account so there’s no benefit from repeating the same keyword in multiple match types in a campaign.
Keep themes similar
Group your keywords into ad groups and campaigns with similar themes so that it’s easier for Google to understand your keywords, select the best one and determine which ad should serve for each search query.
To learn more about Google Search campaigns or get advice on setup contact Freelance To Success