Google Ads Broad Match Strategies

[@vcrdidier]

Thank you so much, I love your presentation style.

[@PaidMediaPros]

Thanks for watching!

[@ClutchJunk]

when switching to broad match should you change your existing keywords to broad match or pause existing keywords and create new broad match keywords for the same keywords

[@PaidMediaPros]

Hi Jonathan, great question. I personally always create new broad match keywords. This allows you to run all 3 match types at the same time, see performance for each match, and then make adjustments and optimizations based on that data. Good luck!

[@AndrewScarella]

I have a question about Maximize conversions with a target CPA. If Max conversions "could" get a conversion for $10, why would I specify a cost per conversion which is higher? Why not leave that blank and let Google get the cheapest conversion possible, without me suggesting an amount that could be too high?

[@PaidMediaPros]

Hi Andrew, that's a good question. Using the Target CPA modifier helps give Google some boundaries to find conversions for any given account. If you can get conversions for a lower cost, then Google might see the gap in the CPA target and be a little more aggressive in trying to find more conversions, but still at your or below your target. In other accounts, if Google is struggling to get conversions at your Target CPA, then it will likely be more conservative with who it shows your ad to and focus on those most likely to convert to drive conversions at the right cost. The mechanism here is mostly around aggressiveness in ad serving. Hope that helps!

[@AndrewScarella]

@@PaidMediaPros That helps, thanks. It seems like I should always have something filled in for Target CPA to help Google.

[@app11120]

@@AndrewScarella at the end of the day, everything will be calculated on CPM