In this two-part series, John shows you the effective bidding strategies for broad match keywords in Google Ads.

In this first episode, he covers why broad match works better when bidding without tCPA and tROAS, how negative keywords can negate broad match, and so much more.

If you want to learn more about How to Use Broad Match Keywords in Google Ads, watch this video: https://youtu.be/50al6GWkm4w

0:00 Introduction

1:00 Bidding Strategies for Broad Match Keywords

2:39 Negative keywords as match types can be very dangerous

7:37 Get your FREE Google Ads action plan

11:33 Creating a campaign with only broad terms targeting an audience similar to our website visitors.

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Negative keywords are now very dangerous, very dangerous.

Google will allow you to add negative keywords as mash types.

and then bidding strategies, the bidding strategy for broad is it works a lot

better with running wide open is what I like to put, like to call it no T CPA

and no Roaz at least for about 60 days.

The reason being is that it's learning the.

It's not learning the search term.

That's why the search terms don't really make sense, but the results still come in.

It's learning the people.

And then it says whatever that person searches, eh, less important.

Why?

Well, there's not a big group with them.

They're all spread out.

This person wanted a, a cheap email.

This one was searching in Spanish for a search, but I didn't make one.

And that's what was really interesting.

It was just broad match and T CPA.

That's it?

This thing just grew legs on its own.

The broad match will match to the brand.

It, it wasn't in this campaign, it was in a different campaign

or a different account.

And I'll share that with you all hear But the broad match will

sometimes give a false positive.

And if the client finds it it's game over for us, but if we

find it it's, it's good for us.

So in these search terms here, what we'll see is So non-brand So I'm like,

why is my hammock have a 5,500 grow as.

Oh, okay.

That's why . So it will absolutely find your brand name, even

if the keyword's not brand.

Why?

Because it has the DSA element built in it, scanned the page,

found that is broadly matched to that and actually gets conversions.

So here you go.

Here's more conversions and here's more clicks.

Now I'm gonna have to go back to last year to find this, but this

is what is really interesting.

Hammock chair, So see how much this is happening.

And two years ago, this would've never happened.

Broad match would not have captured the brand name.

so or not at this level, at least.

So now I talking about the bidding strategies and what, more or less

story is it made sure you have the native keyword of the brand.

Now the bit none before we get to bidding strateg, just

talk about negative keywords.

Negative keywords are now very dangerous, very dangerous.

Google will allow you to add negative keywords as match types,

but remember, the match types are now kind of just, eh, close enough

a phrase match, close variant.

A hammock and the hammocks technically they're correct.

It was a phrase match because it had hammock and hammock in

there when it close variants.

It's a close enough.

So just know that when you do your, negative keywording, if you negative

keyword a phrase, it, you essentially negative keyword abroad, match.

So as just as wide and crazy as broad and phrases are starting to get now,

same thing with our negative keyword.

So sometimes we can accidentally stop a search term.

We wanted to come in from adding a negative keyword that

Google said, wait a minute.

That is also that's also a thing.

I'll give you a quick example of per solutions.

Eight.

We bid on pay per click advertising.

It matched for get paid to click advertising.

And I had an exact match by the.

That shouldn't have happened.

We all know that that match type shouldn't have, should have happened, but because

Google is loosening the, the loosening the restrictions on match types.

You also have to think about the counter of that inside

of exact inside of negatives.

So here's our campaign here.

For example, when we look at just the last less in June here in June, and I'll go

over through here, I actually stopped this because my search SHMS were, I was trying

to do a little bit more keyword sculpting, and I just end up giving up on it.

Right now there's does anybody know what, Gigi ads are

they anyone know what Gigi ads are?

Raise your hand chat, whatever it is.

Anybody know what Gigi ads are?

I don't either.

Yeah.

So Google ads, service phrase match match for Gigi ads 61

times, and I spent $275 on it.

Eh, close enough.

when I negative Gigi, as my Google ad service started to tank, it started

sudden get less and less, less clicks.

So my negative of Gigi ads stopped Google ad service from running.

And I negative this one.

Isn't exact cuz it just kept happening.

So my exact match negative stopped my positive phrase match that had nothing

to do with each other stop showing I ended up just getting, giving up on it.

I'm just stopping it.

It's like as good as food.

There's you know, Google ads, there's Gigi ads again.

Awesome.

That came back for fun.

So what I found is that I'm, I'm kind of just giving up on search

for phrase and exact right now YouTube's working with us well, but

because we have a lot of competitors.

that's been happening.

So when you add a negative of something, just be very, very mindful that

it could also stop your positive.

and then bidding strategies, the bidding strategy for broad is it works a lot

better with running wide open is what I like to like to call us no T CPA and

no, Roaz at least for about 60 days.

The reason being is that it's learning the.

It's not learning the search term.

That's why the search terms don't really make sense, but the results still come in.

It's learning the people and then it says whatever that person

searches, eh, less important.

I know that there's a person that is.

going to these websites that are searching these keywords that are looking at, blogs

featuring these overlapping topics that have, also been to this, that use these

apps that have visited these locations all that take into consideration.

And then when they do a search, it's gonna broadly match to what you have.

I says, yes, I know they serve something that was wrong, but they,

we match it to your keyword because these look like the people that are.

So when you add in a T CPA and you say, no, no, no, stop.

All of your learning, just focus on the same keywords that focus.

A lot of times it will work well, if there's a high amount of volume, but

if there's not a lot of learning that went into it first, it just dies.

Or has low performance.

So I like to take a performance max approach where you let it run without

a restriction, but you increase or decrease your activity per day.

There's another company that we ran a broad match approach for it.

And I think it was in GA three.

The client said, Hey I wanna get $35 leads.

And I said, okay.

And he says, can we get there?

And I said, sure.

It's gonna take me a little while though.

He goes that's okay.

So we started this campaign.

in this is not a glitch I'm interrupting the video you're watching because I

need to remind you that I'm always looking for people to join our team.

So if you're passionate about Google ads and you wanna work with the best

Google ads agency on the planet, please go to so late.com/apply.

Speaking of working with the best Google ads agency on the planet, if you're having

trouble with Google ads and you want professional help, that's what we do.

You can go to.

So lake.com that's S O L eight.com to apply for your

free no obligation action plan.

And if I've.

Any level of value at all.

Maybe think about giving me a thumbs up and so try our channel.

That's how we choose the YouTube algorithm.

So they actually know that I know what I'm talking about.

If you have questions, comments, concerns, or confessions hit

me below in the comments.

And now back to your regularly scheduled program, we started

this in December of 2021.

And I actually lost in November.

That's what I remember when I did it.

This was like that doesn't doesn't make sense.

We started November in 2021.

And in November to March, our cost per conversion was $59.

Then through, let's say April to July, our cost per conversion is $46.

It's 49 here in the last 30 days.

Let see what it is.

He's back up to 74 cause he wanted to scale.

But what was interesting is when I spoke with him, I think

it was in June or in June.

I hit the goal, the $35.

What's really interesting is if you look at the last two months compared

to the previous two months, I lost 53% of my cost per conversion got

43% more conversions through Through January 30th through May 31st.

So if we look from here, though, from February 1st to this

area here, that it went from.

It decreased the CPA and increased the CPCs right on target to my goal.

When I talked to him, he said, Hey, can you get me $35 CPAs?

I said, yeah, it's gonna take me a little while.

We'll start November.

Well, it's gonna hang tight.

I'll get you.

There.

He goes.

Okay, cool.

I went from about 60, down to 35, doubled everything and cost for conversions.

I didn't touch the thing.

. I changed the history from February, March, April, may, June.

I didn't make one change.

I lost half of my CPA and I double the amount of conversions.

And I didn't make one change because I was using broad mass,

just letting Google do this thing.

It was a test for a client.

So I said up one time, I said, this will work eventually.

And I just let it go.

It was, it was an unpaid test.

So I didn't really care to look at it every single day,

but I didn't make one change.

And that was really interesting.

It was just broad match.

And T CPA, that's it.

And this thing just grew legs on its own.

Like there's so what's scary about this.

Oh, wait to just change visuals again.

There we go.

So what's scary about this whole thing is without making a change that

happened now it's seasonality, but he's like, Hey, great job getting at $35.

I didn't think that was possible.

And we're like, yeah.

You got it.

hard work and dedication.

I didn't touch anything for six months.

So that's what I'm saying is when you negative keyword yourself out,

when you wanna use broad match and target cost pro acquisition, give

it six months and it'll get there.

You can learn quickly without T CPA and then put it on TCPA later on.

And it'll hang tight there for a long time.

And I'm in a very small geographical region.

Well, actually that's unfair for me to say, is anybody else that's.

It's Hong Kong.

So I don't even know how many people are there.

It's probably like a billion, but it's a small geographical region.

we're not in not in the entire country, but it's 42,000 impressions from

February, March, April through may.

But I got us down to where we needed to be at 35 hour cost per acquisition,

the latter half from the test.

Okay.

Any questions there now?

Yeah, John, there was one in the chat.

I'm gonna read it to you.

Okay.

It says, do you think if we were to create a campaign with only broad terms,

targeting audience, similar to our website visitors, Could help us filter

a bit and get in front of this audience while not spending unnecessarily.

Or maybe if we could test both one with similar to websites in

observation and one targeting.

So it's kinda like a, like an say sort of thing is what I imagine.

Whoever asked that question, could you UN, unmute?

I can't see them.

So.

If you want to, if not that's okay.

It sounds like almost like an RLSA though.

Hi.

Yeah, that's me.

Hey, hello.

You talking about more like an RSA and then like an AB test of like one

with observational we're targeting.

See how the RLSA does versus the, or is it, or you saying

do you say website audiences?

Yeah, more likely kind of to do an experiment, to like to leave it

open, but like kind of filter on the profile of the audience that we

are showing our keywords we're add.

kind of like, because if we leave it that open, I'm sure you got amazing

results based on what you show.

And this is really, really great information.

Yeah.

But you still leave it open for some other unnecessarily

costly search terms, you know?

Yeah.

So I'm almost thinking if we could filter it a bit, maybe.

Or maybe you could just keep it an observation for a and C if most

of our conversions are actually coming from the audience that are

similar to our website visitors.

Oh, similar to I'm stupid.

I thought you said website website visitors.

I heard the question wrong.

So I was like, well, I think a website, visitor audience would be an RSA.

So you're saying put an observation mode on an audience of like

essentially wide open plus.

Similar to our audience and see who is capturing.

What's getting the better result.

That's brilliant.

That's genius.

Mm-hmm everyone go do that now, by the way.

It's like all the specialist strategists and, everyone do that.

That's an amazing, amazing idea.

Thank you for that.

That's awesome.

Yeah, an observation mode similar to our, Website visitors to see which

one is performing better on, broad.

The one thing that I would have to say that could be a potential fail point that

we'd have to look at is because broad goes after so many, like one impression, one

clicks if they don't overlap that much, it doesn't necessarily mean that they didn't.

It just means that I don't know if Google knew if they looked like that

when they had their first impression at first click because they're so

widely spread out audience targeting.

May give you a false positive, just cuz it was like the first

time they searched the first click and it was kind of top of funnel.

Did they look like our website visitors?

There may not be enough information for Google to say yes, based on our

search patterns because it sometimes is so one click to conversion.

That's another, a reason why T CPA doesn't really work that well in the beginning is

cuz we don't know who these people are.

Why?

Well there's not a big group of them.

They're all spread out.

This person wanted a cheap email.

This one was searching in Spanish for a.

Do they look like each other?

Not really, but they're both converted.

So it'd be interesting to see that test as brilliant for observation mode.

Awesome.

Cool.