There is a high risk of paying for ads displayed on irrelevant search topics, and there is limited control over which search terms your ad appears against.
In other words, if the goal of your campaign is to drive maximum traffic to your landing page, using broad match can be beneficial. However, it’s easy to get caught out by having a glut of irrelevant terms in your search term report. And you’re not paying to advertise to irrelevant search engine users; you’re paying to engage with potential customers.
Broad match will likely generate a lot albania phone number library of clicks to your website, true. However, the audience is not as targeted and the chances of converting will be significantly reduced. This can lead to high advertising costs with low ROI.
Considering that around 20% of the searches Google receives each day are searches that have not appeared in at least 90 days, a broad match strategy can also be a huge time saver when researching related keywords.
If you don't have the time to invest in creating extensive keyword lists, broad match may also be the right option for your campaign.
If an ad doesn’t get clicks on a particular keyword variation, Google’s system will stop showing your ad for that particular search term. This reduces your click costs for low-performing keyword variations and allows you to focus your spend on keywords that are working.
Negative keywords can be used in conjunction with broad and phrase match keywords. Adding negative keywords will help improve your targeting, which can greatly increase your ROI when using broad match.
Setting a negative keyword will prevent Google from showing your ad in response to that keyword. You can easily create a negative keyword by putting a minus sign in front of any term.