Broad match keywords often get a bad reputation for being too “loose” or unpredictable.
But with the right method in place, they can drive high-quality traffic and uncover new converting search terms you never thought of. The key is testing broad match correctly — especially if your goal is to analyze conversion data and scale intelligently.
So, what’s the best way to do it?
Let’s break it down.
🔍 First, What Is Broad Match?
Broad match is the default keyword match type in Google Ads. It allows your ads to appear for:
- Related searches
- Synonyms
- Variations of your keyword
- And sometimes even user intent
Example:
If your keyword is “guitar lessons”, your ad may show up for:
- “how to play guitar”
- “music teacher near me”
- “learn acoustic instrument”
This makes it powerful — but risky without control.
🎯 The Recommended Method: Use Broad Match with Smart Bidding
To successfully test broad match while still analyzing meaningful conversion data, you should:
✅ Pair Broad Match with:
- Smart Bidding Strategies, such as:
- Maximize Conversions
- Target CPA
- Target ROAS
- Clear conversion tracking, so Google knows what success looks like.
📊 Why This Method Works
Google’s machine learning uses your past conversion data to:
- Identify high-intent users
- Match your broad keywords with search queries likely to convert
- Adjust your bids in real-time to favor profitable traffic
Without Smart Bidding, you risk paying for lots of clicks with no real ROI.
With Smart Bidding, Google becomes your optimization engine, filtering out low-converting traffic while scaling what works.
🛠️ How to Implement Broad Match Safely
- Start with high-performing exact or phrase match campaigns.
Identify themes that already convert well. - Create a separate campaign or ad group with broad match keywords around those themes.
- Enable Smart Bidding (Target CPA or Max Conversions).
- Monitor search terms report regularly.
Add negative keywords to refine targeting. - Let the algorithm run for at least 2 weeks before making major changes.
📈 Final Thoughts
Broad match isn’t the enemy — misuse is.
When combined with Smart Bidding and proper tracking, broad match can unlock new high-converting opportunities and give your campaign room to grow.
If you want help setting up or auditing your broad match strategy, check out my Google Ads Campaign Optimization Services — or read the case study where we turned a basic campaign into a 156%+ ROI machine.
Let data — not guesswork — guide your growth.
