Understanding the Broad Match Paradox and How Google Ads Machine Learning Works

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What is the Broad Match Paradox?

I came up with this phrase to describe a counterintuitive situation where Broad Match keywords in Google Ads will often outperform their Exact Match counterparts.

The reason: Smart Bidding.

These machine learning algorithms use hundreds of thousands of data points to optimise your entry into the Google Ads auction in real time, for every instance of a keyword or related query.

Smart Bidding uses those data points to decide who should see your ad, where it should appear, and when it should show. It's a fantastic bit of science that no human Google Ads marketer is going to outbid or out-work.

It also means that when you use Broad Match keywords with Smart Bidding strategies like Maximize Conversion Value with Target ROAS or Maximize Conversions with Target CPA, Google will be able to cherry-pick the best potential users to see your ads.

So should you abandon Exact Match entirely? No.

Once you saturate your Exact Match keywords, there is no more room or impression share for you to capture. The only options are:

1. Force Google to spend money even if the user isn't right
2. Begin to test or use Broad Match more widely to find new opportunities

#GoogleAds #BroadMatch #SmartBidding #PPC #DigitalMarketing #KeywordStrategy #AdvertisingTips #ROAS #CPA