Google Ads broad match: What the data reveals for PPC marketers
“Broad match gives you the most relevant reach and conversions within your performance goals.”
– Google Marketing Live 2023
This is how Google describes broad match in their Google Marketing Live 2023 recap.
Wait, what? Broad match gives the most relevant reach?
PPC marketers know it inherently can’t be the most relevant – or at least that was the conversation within our team at the time.
Our team and clients extensively discussed the idea of a “keywordless” future heading our way, especially in the context of Performance Max campaigns.
We’ve also observed that the exact match type has become more lenient with “close variants.”
This made me want to uncover how paid search accounts perform at the match-type level. Here are some key observations and what they mean for PPC marketers.
Since these cross a variety of brand/non-brand campaigns in various verticals, I indexed the results against the average. Therefore, a 1 = the average, anything greater than 1 is above the average, etc.