Stop Using Google Ads Phrase Match Targeting

Рет қаралды 19,649

Aaron Young | Google Ads | Define Digital Academy

Күн бұрын

This is why you need to STOP using Phrase Match targeting in Google Ads RIGHT NOW!
I hate to say it as phrase match used to be my favourite match type in Google Ads search campaigns but I do not use it anymore.
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Пікірлер: 186

@BrianSimpson-zg6pw 10 сағат бұрын

A good lecture that will benefit all who have followed this excellent explanation.

@MarkFayard 3 ай бұрын

Why would anyone ever run a local services search ad campaign without including how to their account level negative keywords? Start with account level negative keywords when building any search campaign - include how, can, should, could, can i, would, diy, manuals, free, cheap...

@PeacefulPPC 3 ай бұрын

In since local service niches, some of these can lead to quality calls. N-gram analysis is the key as not all "how to" search terms are created equal. If you can the ones that generate quality leads you'll have a competitive advantage over all of those folks who are blocking them all by default. Machine learning cna help a lot here.

@kylesbagels 3 ай бұрын

Uhh- at about 2:38 all the keywords you gave as examples were clearly broad match keywords... did I miss something?

@danieldimsey7463 3 ай бұрын

legit, literally showed how shit broad are once again

@HispanicNach0s 3 ай бұрын

I saw that too. That plus a lot of over-generalizations in this video have me very skeptical. I've no doubt this guy's expertise, but this video was actually sent to me by a Google rep who has been trying hard to sell me broad match. Feels like there might have been some incentives with this video

@jacoberdei8533 3 ай бұрын

indeed, examples shown there are not correct because those where clearly broad and not phrase. Phrase match is now thematic as many people know. So Phrase match in many ways works similar to broad. The extreme broad match push by Google is nothing more than a clear money grab to increase CPC and fully monetize all searches. Broad can work if the CPC is cheap enough but it's rough going and as someone who also spends 150K+ a month on client accounts and roughly $30k on my own ecom accounts I have yet to see broad bidding be a good strategy. Narrowly focused I have had it work but it's just not viable.

@JimAlbers 3 ай бұрын

That's the Search Terms report, not the actual keywords

@joebuchanan8141 3 ай бұрын

@@jacoberdei8533 what would you suggest then? Phrase or exact?

@SupremeDetail510 3 ай бұрын

I’m married to phrase match but I’ve seen a major decline in results. Problem is broad gives me car product results and I strictly want detailing. I always have to add tons of negative words.

@mladenkrstin 3 ай бұрын

I also run detailing ads for 3 years so far and now i started being contacted just for services not relevant to my company :) car washes , body shops , etc

@SupremeDetail510 3 ай бұрын

@@mladenkrstin We have to monitor negative keywords almost daily. Those clicks are a waste of $. I would screenshot ALL the irrelevant keywords that triggered it and make a list you remember to input on all new campaigns.

@PeacefulPPC 3 ай бұрын

@@SupremeDetail510 I'm curious, what bid strategy are you using?

@SupremeDetail510 3 ай бұрын

@@PeacefulPPCconversions for when my contact form is out on a thank you page.

@PeacefulPPC 3 ай бұрын

@@SupremeDetail510 given how specific your offering is, you might want to test adding as many quality search terms into your account as exact match keywords as possible and turning broad off or going more long tail with it. You might also consider switching to manual CPC and setting bids according to how well they convert while also monitoring Google's bid estimate columns. Adding phrase match versions of those exact match keywords and setting bids on them manually, based on performance, is another option. In the end, what's important is that you are utilizing your budget and getting the results you want in terms of quality and quantity of lead. If exact + some phrase + manual CPC can you get there along with adding negative keywords from search terms a couple of times a week, so be it.

@diZtHoMaS 3 ай бұрын

As always... insightful, cutting edge, stellar content, Aaron. Thank you.🔥

@AaronYoungGoogleAds 3 ай бұрын

My pleasure!

@HamzaKhan-f5k3e 3 ай бұрын

With broad match comes massive negative keywords. What's the best way to add those negative keywords? How you do it like manually or use some software? Is there something easy and convenient?

@UnchartedDiscoveries 3 ай бұрын

Use scripts to exclude highly irrelevant search terms. But make sure to review for at least a month what is being excluded

@jdmoy7384 2 ай бұрын

Chat gpt will also give you negative keyword lists. just ask it to by a prompt

@ReelGreezy 2 ай бұрын

He just explained that broad and phrase produce essentially the same keywords but broad has better benefits. Someone didn't watch the whole video.

@nekneversleep 3 ай бұрын

I’m team exact match , I get nothing but nonsense with broad match.

@OddsWin_Ant 2 ай бұрын

for small businesses sure. bigger businesses, google has made it so you have no choice but to use broad match.

@MrJimslaton Ай бұрын

We were like you for years but with all the changes with AI you have no choice or you are losing out

@nekneversleep Ай бұрын

@@MrJimslaton please elaborate

@WalkerAceron Ай бұрын

Crisp, smart way of explaining, necessary and sufficient information. That was helpful. Thank you.

@tituskam 3 ай бұрын

Hi Aaron, could you share where you get the image at 4:13? I'd like to read the documentation

@ColeKrohnGoogleAds 3 ай бұрын

I tried posting the link but KZbin wouldn't let me. You can find it in the Google Ads Help article called "The ABCs of Account Structure"

@tituskam 3 ай бұрын

@@ColeKrohnGoogleAds you're a legend. Thanks!

@eh234 4 күн бұрын

If I use a keyword including more than 2 words, it says : Not eligible, low search volume!!!

@KohenMcLaughlin 18 күн бұрын

Crisp, smart way of explaining, necessary and sufficient information. That was helpful. Thank you.

@SamElliott-g4e Ай бұрын

Thank you for creating the video - likes Unequivocally !!!!

@JohnMatthews-y3n 28 күн бұрын

Crisp, smart way of explaining, necessary and sufficient information. That was helpful. Thank you.

@NigelStewart-vw3on 29 күн бұрын

Everything is clear. Brief and clear. No water. Thank you)

@CaseyFuller-s3z Ай бұрын

Appreciate the non-fluff straightforward approach. Was a great review for me. Thank you!

@phillipdinh8442 29 күн бұрын

For sex pills, my phrase matches are super random. Ironically, my broad match seems even more accurate than exact match half the time. What a contradiction!

@rajeevdsamuel Ай бұрын

broad match works great for a few weeks then it has hallucinations and goes completely insane and keeps adding and adding broader terms to search from that you can't be bothered to keep up with adding more and more negative keywords.

@AndyBlackJnr 3 ай бұрын

We mostly just use Phrase Match. Works fine. If we go exact match we often clone the campaign and change all keywords to exact match and add exact match negatives. It's old school but still works in the right situation. We create thousands of phrase match keywords in one-keyword-per-adgroup. Each ad matches the keyword, and we pass parameters to the page so the page matches too. Using broad match would screw that all up.

@xdsamar 3 ай бұрын

Hey sir you need google ads loaded in 50% of You can tell us we will load that much amount

@SupremeDetail510 3 ай бұрын

Here’s a string of video ideas. How I would make a Google Ad as a tattoo artist, car detailer, painter, realtor, fitness trainer, clothing brand, ebook store, furniture store and so on including shopping ads. The retention rate would be 100% and replayed like 8x for years by businesses lol. If you made a car detailing ad tutorial I’d watch it 10x. I know plenty of businesses would love that and make more $ with that tutorial. Just a suggestion because I know people run to make ads and still need help.

@PeacefulPPC 3 ай бұрын

That's a really cool idea. I might take you up on that challenge. Car detailing, huh? Interesting. I've got the idea, the knowledge, and the ability...now I just need a video editor to get it done! 🤔

@AngeloReed-hu1hh Ай бұрын

A good lecture that will benefit all who have followed this excellent explanation.

@WadeTurner-pd8id Ай бұрын

A good lecture that will benefit all who have followed this excellent explanation.

@krokodilpil8335 Ай бұрын

2025 - "broad match is more targeted than exact match"

@JacobRobinson-t9d 2 ай бұрын

A good lecture that will benefit all who have followed this excellent explanation.

@tomgreenhalgh 3 ай бұрын

I waited until the end of your video to comment because I trust your content. My experience (very little) has been different. I am working with a fitness coach and broad match brought in rubbish search terms, like gymnastics or fitness class types that are not mentioned in any of the content on their website and not the leads they need. The couple of keywords that were broad were at least 4 words long but Google seemed to just lump all fitness bits together when they are not the same. I guess maybe the exact matches in the list were not targeted enough. I'm still very new to all this and have a lot to learn. Thank you for your content.

@AaronYoungGoogleAds 3 ай бұрын

Hey Tom, firstly glad to hear you have found value in my content. The key to remember is that especially where you have a lot of similar themes you need to focus on search term audits at least 2-3 times a week (for the first 4-6 weeks) so that you can: - build out your negative KWs - add in [exact match] keywords All the best

@tinkerjefe 3 ай бұрын

What did your negative keyword list look like? Make sure to add those terms and constantly check while building the campaign.

@tomgreenhalgh 3 ай бұрын

@@AaronYoungGoogleAds thank you, it must be my negative keywords. I'll get back to building out that list of negatives.

@tomgreenhalgh 3 ай бұрын

@@tinkerjefe thank you for the tip. It makes total sense that this would be my problem. I can't expect Google just to know everything without telling it to avoid similar ish keywords.

@SupremeDetail510 3 ай бұрын

@@AaronYoungGoogleAdsthanks this helped me

@hokhoichan7657 3 ай бұрын

Hi Aaron, if new account without conversion, will you still recommend using boardmatch with max click? thanks!!!

@hinaberks 3 ай бұрын

yes

@dogasavas264 3 ай бұрын

the person who says yes probably works for Google. Don't do it unless you have extra money to share with Google :D

@PeacefulPPC 3 ай бұрын

In this case you're probably better off starting with exact match only on manual CPC or maybe max clicks. You could also include phrase match but maybe pause them at first to see how it does without them. I wouldn't shift to broad match until I've gathered some performance data and identified many negative keywords.

@hinaberks 3 ай бұрын

@@PeacefulPPC This is a nice thought but I have noticed if you use anything other than broad match, google doesn't give results. it withholds the conversions, which then impacts learning.

@nVizGG 2 ай бұрын

hell fking no! CPC!

@milochamp1586 2 ай бұрын

No more middle ground. All or nothing attitude is the way to deal with it.

@JeremiahMiller-t9r 21 күн бұрын

The video is great, informative!

@HotohoriTasuki24 3 ай бұрын

Can you create a content about google ads advertising for Dentists? What type of keyword match, high converting landing page and other tips.

@c1arkj 3 ай бұрын

several exact match keywords based on location is all you need know.

@MasonBurt-iy7ko Ай бұрын

The video is great, informative!

@ZanderRogers-gu5qs Ай бұрын

Thanks for the video!)

@RileyBeaton-r6b 2 ай бұрын

Thanks for the video!)

@LoveHopkins-q6p 21 күн бұрын

You explain it very well!

@CharlesRandall-cs6bv Ай бұрын

It's beyond praise.

@digistronic Ай бұрын

Very well explained. I have one question about negative keyword. what will be your suffesyion on the bases of your experience? Should we go with phrase match or exactch match or broad match in negative keywords.Thanks. I mean when we use negative keywords then which keyword match is best to use.?Thanks once

@HoraceFlynn 29 күн бұрын

Everything is great!

@BrodyOliver-e8n 22 күн бұрын

You're doing a good job.

@NateStewart-q6k Ай бұрын

You're doing a good job.

@QuinnWilson-pn8uj Ай бұрын

That's just awesome.

@KamdenAnderson-mv1mo Ай бұрын

That's just awesome.

@RomanHoffman-j7b 2 ай бұрын

Crisp, smart way of explaining, necessary and sufficient information. That was helpful. Thank you.

@IvanRoth-m9e 2 ай бұрын

Crisp, smart way of explaining, necessary and sufficient information. That was helpful. Thank you.

@WalterPhilips-z2m 2 ай бұрын

Crisp, smart way of explaining, necessary and sufficient information. That was helpful. Thank you.

@HunterMorrison-q5p Ай бұрын

Appreciate the non-fluff straightforward approach. Was a great review for me. Thank you!

@JaymeCoulter 2 ай бұрын

I've heard that broad match should not be used in Maximize Clicks bid strategy campaigns because it's not a smart bidding strategy, and broad match works best with smart bidding. But, can i still add 1 or 2 broad match keywords into my Max Clicks campaigns and still be ok if the rest of my keywords are exact match like you're talking about? Does broad match and all it's signals still work for strictly automated (automated, but not smart bidding) strategies? It's just that no one is talking about how all this works with different bidding strategies, or does it even matter?

@RyderLiane Ай бұрын

Thank you for explaining everything so clearly. Everything is very clear. Like for the explanation.

@MilesBain 2 ай бұрын

Thank you for explaining everything so clearly. Everything is very clear. Like for the explanation.

@TysonBaker-w9r 24 күн бұрын

Everything is clear. Brief and clear. No water. Thank you)

@KadenWood-q2l Ай бұрын

Appreciate the non-fluff straightforward approach. Was a great review for me. Thank you!

@davidkeller8360 2 ай бұрын

At 5:11, you said "broad match has limitations that phrase match doesn't have, giving it an advantage" ? - same thing at 5:55, where you said: "broad match is actually more limited than phrase match, because it brings in those extra data points" Can we agree that is just an (unfortunate) slip-up since phrase match actually has limitations, as described at 4:11?

@PaulKennedy-qk6hb 29 күн бұрын

Everything is clear. Brief and clear. No water. Thank you)

@JordanReynolds-g8b 2 ай бұрын

Thank you for explaining everything so clearly. Everything is very clear. Like for the explanation.

@AtticusMcCrae Ай бұрын

Appreciate the non-fluff straightforward approach. Was a great review for me. Thank you!

@WilliamSpencer-ln9fh 29 күн бұрын

Really clever explanation and no unnecessary verbiage! Respect! + subscription

@ZacharyMatthews-vh4mn Ай бұрын

Everything is clear. Brief and clear. No water. Thank you)

@dprice2800 3 ай бұрын

I still need to get on the broad match train, I am not there yet. There is too much wasted spending and low-quality spam leads. I recently switched an account that we took over from broad match keywords to phrase, and it started performing way better with higher-quality leads. Like anything, I think this is a per-account choice on what works for them or not.

@Ephremjlm1 3 ай бұрын

I can definitely say that anecdotally at least, I'm seeing user location,other keywords in ad group, and previous searches seep through in phrase match. I have been so diligent on a specific campaign in particular that it feels like I basically have it all in broad lol. That said the search terms report data has built up nicely and I have a solid negative keywords list.

@AaronYoungGoogleAds 3 ай бұрын

Yeah if you have an exisiting good list of negative KWs the effect won’t be as bad.

@Ephremjlm1 3 ай бұрын

@@AaronYoungGoogleAds very correct! These are generally on new campaigns where the keyword research is technically still being conducted before transfer to either max clicks or max con.

@JamesJackman-eo1fo Ай бұрын

Everything is clear. Brief and clear. No water. Thank you)

@EmmettYoung-l8h Ай бұрын

Really clever explanation and no unnecessary verbiage! Respect! + subscription

@FinnHorne-u5o Ай бұрын

Everything is clear. Brief and clear. No water. Thank you)

@Y3MMovement 3 ай бұрын

Hello Aaron and everyone. I'm looking all over for this... how can I see what are the keywords that are triggering my Google Video ad! I see that its doable within a google Search campaign but cannot find the info for video ads. how can I do this pls. thanks

@JaxsonSegal 2 ай бұрын

Really clever explanation and no unnecessary verbiage! Respect! + subscription

@DailyHalachaMillBasin 2 ай бұрын

Would you recommend this for a local service business like a plumber Hvac or locksmith?

@CarterTaylor-h5p 23 күн бұрын

Great video!

@HarrisonMarch-j7w 23 күн бұрын

Great video!

@JoseFrey-k1e 28 күн бұрын

Thanks Aaron!

@Hbhatti5 3 ай бұрын

How about law firms. When I set bid limits, its gets limited ads. Otherwise it sometimes costs upto $200 per click

@CarterBlack-m3b Ай бұрын

Clear and understandable, I wish there was more information like this.

@NateStewart-q6k 2 ай бұрын

Clear and understandable, I wish there was more information like this.

@SonnyDavis-lm4wl Ай бұрын

Clear and understandable, I wish there was more information like this.

@NixonPhillips Ай бұрын

Clear and understandable, I wish there was more information like this.

@HudsonCastle 2 ай бұрын

Clear and understandable, I wish there was more information like this.

@HaroldCampbell-qh1yg Ай бұрын

A good lecture that will benefit all who have followed this excellent explanation.

@CodyThomson-h7e Ай бұрын

A good lecture that will benefit all who have followed this excellent explanation.

@KrissyPleiman 3 ай бұрын

Are you putting them into separate ad groups or the same? Usually I see broad match get all of my searches and exact gets none.

@KylerKeen 2 ай бұрын

A good lecture that will benefit all who have followed this excellent explanation.

@user-yi8tl4vd4h 3 ай бұрын

I used excat match using long tail keywords ...they suspended my account and now says pending . They wernt making anything on me ,,

@JasonDainter 3 ай бұрын

This was an insightful video, thanks! Im curious about a structure within an ad group using RSA (responsive search ads) would it be decent practise to have a mix of broad match and exact match, then to gradually add more exact match do that ad group (based on what the broad matches catch)? I heard exact match will take priority over the broad match, is that correct and does that set up sound sensible to you?

@jame880 3 ай бұрын

Uhg, I just had a ton of keyword recommendations to add. It wanted to add them as broad, I change them all to phrase before adding. Looks like I need to go back to that account. :)