ohn ends the bidding strategies for broad match keywords guide by addressing the common issues when dealing with broad match, these include:

The effect of having many ad groups when using broad match

-Applying broadomation

-Why broad match with manual CPC fails

-How your attribution model can affect conversion tracking

🔎 Bidding Strategies for Broad Match Keywords Part 1: https://youtu.be/1thy5eRyNGs

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0:00 Introduction

1:04 Bidding Strategies for Broad Match Keywords Part 2

5:22 Does this bidding strategy for broad match work best when used in a small geographical area?

6:04 Get your FREE Google Ads action plan

6:42 How to reach people who have trouble being online

9:46 Is looking at the search terms and keywords relevant for both eCommerce and lead generation?

11:39 When to apply broadomation

14:37 Does broad match perform well with manual CPC for low volume keywords?

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#googleads

When you use a automated bidding strategy, it's about the

person when you use manual bidding strategy, it's about the placement.

So what you're doing with manual CC and broad search is, Hey, no matter

how irrelevant these people are maybe 38 cents for every single one of them.

And if there's no people relevant there, your activity does not change from day.

It still says, yeah, I still didn't get a conversion, but that's not what you asked.

You asked me to pay 38 cents for all.

It's a world of traffic.

I paid 38 cents.

Why are you complaining?

But you can negative keyword if you want to just use it very sparingly.

Because it's something that is going to is gonna damage positive keyword.

That's what's really interesting is I've done everything you possib.

Imagine I was close.

I said four 40 is 4 35, every single type of non.

Search term that showed up that got a conversion I added in here

and found out that was tough.

It was a big learning experience for me.

Here's what I mean by this it's super, super, super important.

We have another question in the chat.

It says if we have many ad groups in an account and we use broad.

Any ad group can trigger similar search terms.

So maybe the keywords will complete each other.

Will it be okay?

Yes.

Just know that you might just, you're gonna have pros 80 20 rule where

80% of the keywords are just not gonna run well or sometimes at all.

There's actually a two part discussion to this.

So I'm glad that whoever you are glad you asked this in this time period

of January 20, 21 to yesterday I've been running the majority of my

sales off of one, pretty much one ad group and one set of keywords.

So what's interesting is the conversions here I'll just do conversion value.

We can see I'll do cost that's good cost and conversion value.

Then I'll give you a good visual.

this is one year after.

They went on shark tank.

So first summer after shark tank, I'm never gonna compete with that.

And we didn't even set our targets to compete with, Hey, did we get

another national TV spot this year?

But you'll notice that the conversion value hundred 67,000 182,000.

Give it a whole, off season Christmas on season again, conversion value.

1 91 June to, to June 180 2, 1 91.

I made more money this year.

Now it cost me more, but I pushed it.

I this with one ad group 15 keyword.

I tested 440.

The same 15 one and that's, what's really interesting is I've done

everything you possibly imagine.

I was close.

I said four 40 is 4 35, every single type of non-brand search term that

showed up that got a conversion I added in here and found out that was dumb.

It was a big learning experience for me.

Here's what I mean by this it's super, super, super important.

The reason why this hanging patio chair withstand the reason why

this is a keyword that I add.

Was because that was a search term that came in that matched to hammock.

And one, I was like, awesome.

Why don't I add that as a, as a keyword that failed oversized hammock search.

I still get those search terms.

I still get oversized hammock search terms that still went to this

day when I tried it as a keyword.

I don't remember exactly when.

Failed for whatever reason, the keywords that we were getting at search terms

the keywords that were getting at search terms, when those search terms were added

as a keyword in broad, they were ignored.

And then the keyword that didn't match that search term kept matching to a

search term in my ads and kept winning.

So it was really, really interesting is I ended up just like wasting a whole bunch

of money here and there with low, clicks and low volume, because all of these.

Keywords were also being, in phrase match my brand wouldn't show up.

And that was all year is because my keyword that was match.

It was of hammock just kept doing it.

So my brand name and phrase match would not match my brand name, but

my broad match that wasn't, the keyword went matched to my brand name

and win crazy, crazy, crazy stuff.

So what we found is that these 15 keywords I can't away from,

I can't add to ad groups.

I can't negative keyword.

I can't keyword sculpt is gonna just run really, really well.

So I just built five other campaigns alongside.

But that was a really good learning point is if I ran S Scags, impossible,

keyword sculpting as possible, multiple ad groups will run, but you're gonna

find out that one keyword that is having good performance is matching to a search

term that is matching another keyword in another ad group that now is not running.

it's a weird paradigm.

So when you run broad one campaign, one ad group, if it works, it works.

You can spend $80,000 on 15 broad keywords that give you 2 million in results.

It's just gonna run like that.

So.

All right.

Great.

Thank you, John.

We still have pending that thing about the geographical area.

Do you wanna cut space right now?

Yes.

Perfect.

The question says, does it mean that this strategy, the bidding broad

match with TCPA works best when used in a small geographical area?

Yes.

I wouldn't do TCPA, but yes, small geographical areas.

It does work really well.

Because remember when you think about it, one of the things

you're gonna need to have is high amount, inbound search volume.

If you don't have a high amount of inbound search volume, this doesn't work.

The only way to do that is with broad, especially if you're talking about a

small geography, this is not a glitch.

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

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And now back to your regularly scheduled program, I'll just ask straight out.

Hello, John.

What's up, man.

All right.

You talk about regional.

So I've got someone regional to about 12 counties, Northern California,

very rural and Gabby and Mike and I have been talking about it.

The challenge is they're for people with really slow internet to get

better internet They wanna reach people online who have trouble being online.

about how they can help 'em their online . And I mean, some of 'em they're

gonna be searching on their phone.

Cause they don't have that type of situation.

But my question is on, that regional, does it have to drill down further

from the yes, I'm because it really is.

It is a footprint and five blocks outside the footprint that doesn't work cause what

they don't wanna do is have a negative.

Response.

in that, Hey, come on over.

It's great.

And then they come over and you're like, yeah, we don't sell to your situation.

And some of what you were talking about earlier where like the prefab buildings

in Arizona, if you ran into where people are, like, I really want this.

Yeah.

You can't have it.

Yeah.

So guess it's an open ended question of both regional and then service

not available if it goes creeps outside that region, even within that.

Yeah.

So Google is gonna creep outside of their region just by default,

because Google is going to essentially say people in or frequently in

that's as close as we can get.

So if they travel from the outside and go to the inside.

Yes.

But the way that we would stop those users from reaching through the

form is by having a selector switch that says, what zip code are you in?

And then they could even select that if they.

And two things and it takes a little bit of development, but it's not difficult

if they select a zip code that is outside of the area, it goes to a page that

says so, sorry, we don't service you.

That thank you.

Page is not counted as a lead.

And those leads don't go to the user.

But if they select one that goes to a different page, it says, yes,

you're actually, services available.

And here's how to get started and scheduling your time, blah, blah, blah.

That lead will pass through to their CRM.

Plus we can see it inside of Google ads.

It's conversion, which Google will, start to optimize towards.

So there's a, digital restriction we can put on that that will help them only

see leads that are viable, and also only target people that are viable that will

give a feedback loop back to Google.

It's not perfect, but no digital marketing is, I mean, without literally going door

to door or mailers or carrier pigeon, we're not gonna reach those people.

Now the online thing if they're having trouble.

Getting online.

That's hard.

If they already have some sort of a small internet access, we can reach

them anywhere in the digital landscape.

Display covers 90% of the world with who have internet access though.

And if their internet access is, as long as they can get to the internet, even if

it's slow and spotty, we can reach them.

But yes, it might be stolen spot.

All right.

Only goes real world example.

We're gonna have to deal with it in about six weeks.

So thank you.

Sounds good.

Okay.

Thank you.

Cool.

Is looking at search terms and keywords relevant for both e-commerce and leg gen.

E-commerce less often because you can have a search term that doesn't look right, but

if they buy, who cares it's more about the person that is trying to buy rather than.

search term that they use that time.

Also, if you're using a attribution model, that's first click, it may have

been the irrelevant point in their journey that they found out about.

If it's last click, it could be the last thing that they Googled and finally

said, Hey, I just can't find out what I'm looking for, but this is sufficient.

So you have to think about the attribution model you're using inside of the account.

That's going to give you the feedback about where that person converted.

Now, if you have a lot of spend to an irrelevant search term and no

sales, then yes, you can negative.

Just know that negative is going to go broad, but it's something Google

will start to push away on its own.

It says, Hey, we keep spending it here and I'm not maximizing my conversions.

Cuz conversion coming in here, it'll actually whittle itself off of that

keyword without you having to negative it.

That's the beauty of it running broad, but you can negative keyword if you

want to just use it very sparingly.

Because it's something that is gonna damage positive keywords now for

lead generation is purely quality.

Again, for reasons, what path in the journey are you tracking?

And are you gonna make decisions off of one person's journey that was

probably off from the start or maybe found out that there was a better

solution to what they were looking for.

So if you look and say, Hey, this is a slightly irrelevant

conversion, but the lead is good.

Keep going.

Because if you exclude that keyword or that search term, you're possibly taking a

chunk of people that Google has knowledge about out and throwing it out the window.

Right.

Thanks, John.

Regina had her hand up.

Do you wanna go ahead, Regina?

Hi.

So it sounds like what you're talking about is broad automation,

so, correct me if I'm wrong.

Yeah.

Okay.

So I remember there was this huge push for broad automation, like a few months

ago, or maybe it was late last year and that, and broad automation is great.

And the company I'm just trying to learn from history here, because

what happened was the company started just using broad automat.

always mm-hmm because it's a lot easier than using, exact match in manual CPC

or phrase match in manual, whatever.

So then we started realizing, oh, if it's a new search campaign, it has no history.

And your budget's only like 10 K.

It really doesn't work right away with broad match, broad automation.

Like we really need to do the hard work and comb through some of these keywords

ourselves, because it could take a year for the algorithm to figure it out

and hemorrhage money in the meantime.

So I just want to make sure that we're talking about when to use

this and when not to use this.

So that everyone doesn't just start using it again.

And we had that same problem.

Yeah.

And then what's interesting is that kind of goes back to the

point where there has to be high volume and high amount of activity.

If we say, Hey, we have a 10 K per month budget and we have

these other six campaigns like shopping and dynamic marketing,

YouTube that are like a good focus.

You're not gonna have enough money left over inside a pure broad to

get the, the Cardinal rule of high.

You purposely said, Hey, this campaign needs a lot of high volume.

It needs time.

And what I would think I was saying is like two to three weeks.

So high spend high volume, and then see high activity.

This will work forever high volume.

You have to have a high budget.

High amount of activity needs to be a massive amount of inbound search volume.

And then the high activity, if there's no conversions for weeks and weeks and.

Then you shut it off.

So what I was saying is this isn't a solve, but it's a good test.

So a person that has a well established industry like debt consolidation, or

buildings to a large geographical region, I E state or country, and there is a

high amount of that amount traffic this will pick and choose and get better

over time With where that's working.

But if we say, Hey, it's kind of an odd service offering.

There's not a lot of search traffic.

We have low budgets that goes against what broad needs.

So for example, the one client I shared that brought, worked well and it was able

to cut its own cost for conversion in half, without it being touched was in

Hong Kong for people looking for gyms.

That's beautiful.

That's perfect.

That's exactly what I want.

High populated area established industry, a lot of inbound service traffic.

I saw activity come in day one.

Perfect.

that's the carbon rules, but by giving it too low of a budget, we're killing our

high volume high activity kind of rule.

Okay.

Just one more.

In the chat it says, does the broadband type perform well with

manual CPC for low volume keyword?

I have not seen that yet.

That was one thing is I've never been able to make manual and broad work

because the reason why broad works is because when you use a automated

bidding strategy, it's about the person when you use manual bidding

strategy, it's about the placement.

So what you're doing with manual CPC and broad search is, Hey, no

matter how irrelevant these people are, pay 38 cents for every single.

And if there's no people relevant there, your activity does not change from day to.

It still says, yeah, I still didn't get a conversion, but that's not what you asked.

You asked me to pay 38 cents for all this irrelevant traffic.

I paid 38 cents.

Why are you complaining when you say maximize conversions?

It says, okay, well, we tried that keyword didn't work.

I'm not maximizing conversions.

Just try a different keyword.

I see conversions there.

Keep bidding there.

Where else can we go?

So it learns by the bidding strategy of what you're asking me to do.

Find everybody that's alive on Tuesday.

That's gonna convert.

Okay.

Well, broad is gonna find everyone that's alive on Tuesday.

And get you either conversions for the most amount of converge you

can have for your budget or not paying over what you need to for

that conversion, which is T CPA.

We're gonna be talking about bidding strategies and how they

affect every campaign type.

And I want everyone to develop a deep understanding of how Google