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

[@EdLeake]

Spend your time and energy solving real problems, not cracking the basics of PPC campaign management. God Tier Ads is the only framework you need. Get your copy of God Tier Ads today - lifetime updates included: edleake.tv/ytgta

[@KynAbbott]

Wow, amazing video! There’s a lot of skepticism going around about broad match. I don’t know if it’s because people don’t use negative kw enough, or that they didn’t used smart bidding. Regardless, what’s great about this video is not only did you explain it very clearly, but you gave an actionable step. Leads drying up? Use broad and smart bidding. Thanks Ed! 🙌

[@EdLeake]

The negative work can be kind heavy at first, but once Broad settle down combined with smart bidding (especially tCPA) they can add a lot of new conversions to an account.