#BroadMatchKeywords

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How to Optimize Broad Match Keywords for Higher Conversions

When running Google Ads campaigns, one of the most effective ways to reach a larger audience is by using broad match keywords. Broad match allows your ads to show up for a wide range of search queries related to your keywords, which can lead to increased traffic. However, while broad match keywords offer greater reach, they can also result in less relevant clicks, making it challenging to optimize for conversions.

The key to getting the most out of broad match keywords is to use smart strategies that not only drive traffic but also convert visitors into customers. So, how can you optimize your broad match keywords to maximize conversions? Let’s dive into it!

What Are Broad Match Keywords?

Before we get into the optimization strategies, let’s quickly recap what broad match keywords are. In Google Ads, there are different match types that determine how closely a search query must match your keyword for your ad to show. Broad match is the default option, and it allows your ad to appear for searches that include:

Synonyms of your keywords

Singular or plural forms

Misspellings

Related searches

For example, if your broad match keyword is "running shoes," your ad could show for searches like "buy sneakers," "best footwear for running," or even "exercise shoes."

While this broad reach can help attract more traffic, it also means you may end up spending money on clicks that don’t lead to conversions.

1. Leverage Smart Bidding Strategies

One of the best ways to optimize broad match keywords for conversions is by using smart bidding strategies, such as Target CPA (Cost Per Acquisition) or Target ROAS (Return on Ad Spend). These bidding strategies leverage Google’s machine learning to optimize your bids based on the likelihood of a conversion.

Target CPA: This bidding strategy automatically adjusts your bids to help you get as many conversions as possible at or below your target CPA.

Target ROAS: This strategy helps you maximize your conversion value based on your desired return on ad spend.

By using these bidding strategies, you allow Google to focus on driving conversions rather than just clicks, making your broad match keywords work harder for you.

2. Use Negative Keywords to Refine Traffic

Broad match keywords can often trigger ads for irrelevant searches, which may waste your budget and lead to low-quality clicks. To prevent this, negative keywords are crucial. Negative keywords prevent your ads from showing for search queries that aren’t relevant to your business or that are unlikely to convert.

For example, if you're selling high-end running shoes, you might want to add "cheap" or "discount" as negative keywords to avoid attracting budget-conscious users who may not be willing to pay for premium products.

By regularly reviewing your search term report and adding new negative keywords, you can reduce wasted spend and improve the quality of the traffic coming to your site, ultimately boosting conversions.

3. Refine Your Ad Copy and Landing Pages

Your ad copy and landing pages must be aligned with the search intent of users, even when using broad match keywords. When someone clicks on your ad, they should be directed to a landing page that directly answers their query and meets their expectations.

Ad Copy: Ensure your ad copy highlights the most relevant aspects of your product or service. If you’re targeting a broad match keyword like “running shoes,” your ad could emphasize aspects like quality, comfort, or specific brands.

Landing Pages: Your landing pages should match the ad copy and provide a seamless experience. If someone searches for "best shoes for marathons" and clicks your ad, make sure the landing page features marathon-specific shoes and provides detailed information to guide them toward a purchase.

A great user experience on both your ad and landing page can significantly increase the likelihood of a conversion.

4. Use Dynamic Keyword Insertion (DKI)

Dynamic Keyword Insertion (DKI) is a powerful tool that allows you to automatically update your ad copy with the exact keywords a user searches for. By incorporating DKI into your broad match campaigns, your ads will be more relevant to the user’s search query, which can improve click-through rates (CTR) and, ultimately, conversions.

For instance, if someone searches for "best shoes for running on trails," your ad could automatically display the keyword “best shoes for running on trails,” making the ad more targeted and compelling. This improves relevancy and can increase the chances of conversion.

5. Optimize for User Intent

Broad match keywords will trigger ads for a wide range of related search queries, so it's important to think about user intent. The intent behind the search is often more important than the exact keywords themselves. Broad match allows you to capture a variety of potential customers, but not all of them will be at the same stage of the buying process.

To optimize for conversions:

Segment your campaigns: If you’re targeting broad match keywords for different products or services, segment your campaigns to ensure you're addressing the specific needs of each user segment.

Use tailored ad copy: Craft ad copy that speaks to the different stages of the buyer’s journey (awareness, consideration, decision) to attract users at the right point.

6. Regularly Monitor Search Terms and Adjust

One of the best practices for optimizing broad match keywords is to constantly monitor and refine your campaigns. Google Ads provides a detailed search term report that shows exactly which queries triggered your ads. By regularly reviewing this report, you can identify irrelevant searches, add new negative keywords, and discover potential long-tail keywords to target.

Adjust your targeting strategy over time to ensure you're reaching the right audience, and consistently test and tweak your ads and landing pages based on performance data.

7. Test and Optimize Continuously

Optimization is an ongoing process. Regularly A/B test your ads, landing pages, and bidding strategies to see what works best for your audience. Small tweaks can often lead to significant improvements in your conversion rate. Testing helps you understand which variations of your ads and keywords yield the best results, ensuring that you continue improving over time.

Final Thoughts

Broad match keywords are a powerful tool in Google Ads, allowing you to reach a larger audience and drive more traffic. However, they require careful management and optimization to ensure you’re not just attracting clicks but also converting those clicks into valuable customers.

By leveraging smart bidding strategies, refining your targeting with negative keywords, optimizing ad copy and landing pages, and continuously monitoring performance, you can optimize broad match keywords for higher conversions.

With the right strategy, broad match keywords can deliver impressive results and help you achieve your advertising goals.

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Everything You Need to Know About Keyword Types

Here’s everything you need to know about keyword types. This guide will help you optimize your content for better SEO results.

For a website to rank higher in search engine results pages (SERPs) and keyword rank trackers, the site must use relevant keywords strategically placed throughout the site’s content. However, there are various keywords, and you must understand their differences to create an effective SEO strategy.

Keyword Types (Based on Length)

Length is a crucial factor when selecting keywords for your content. You want to ensure that your keywords are relevant to your topic, popular (i.e., have tremendous search volume), and are not too competitive.

The following are the different keywords based on length:

Short-tail Keywords (1–2 words):

These are the most general keywords with the highest search volume. However, they are also the most competitive keywords. Examples of short-tail keywords include: “SEO,” “social media,” and “marketing.”

Long-tail Keywords (3+ words):

These are more specific keywords with lower search volume but are less competitive. Examples of long-tail keywords include: “SEO tips for small businesses,” “how to use social media for marketing,” and “email marketing best practices.”

Keyword Types (Based on Search Intent)

Aside from creating quality content, you need to incorporate SEO-friendly keywords to help your site garner more traffic. But knowing which keywords to target can be tricky. Here are a few types of keywords you should consider targeting:

Informational Keywords:

They are typically used when people are looking for answers to their questions. For example, if you’re a web development company, someone might search for “what is web development?” or “what are the benefits of web development?”

Navigational Keywords:

You can use these search terms to locate a website or page. For instance, a person may type in “Twitter login” or “HubSpot blog.”

Transactional Keywords:

These are the keyword phrases people use to discover goods and services to buy. Search terms like “purchase SEO services” or “social media marketing agency,” for instance.

Keyword Types for On-Page SEO

Your SEO rank checker provides valuable information about the issues with your keyword optimization and what you can do about them. For example, if you run a local business, you will want to focus on local SEO keywords.

This is where on-page SEO keywords come into the picture. These search phrases are valuable in identifying what your target audience is looking for and determining where to place your keywords. Furthermore, this helps you create quality content that is keyword rich and optimize your website for mobile devices.

There are two types of on-page SEO keywords, which are:

Primary Keyword: These search terms are used to describe your business, products, or services. They are usually one or two-word phrases and are the foundation of your SEO strategy. For example, if you are a web development company, your primary keyword may be “web development.”

LSI Keywords:

Also identified as latent semantic indexing keywords, these are keywords that are related to your primary keyword and are used to help search engines determine the context of your content. For example, if your primary keyword is “web development,” your LSI keywords may include “web design,” “web development tools,” and “web development services.”

Keyword Types for Paid Search

Aside from generating site traffic, link building incorporates paid search in its strategy to attract potential customers and boost brand awareness. Paid search is placing ads in text, image, or video on search engines. The advertiser pays the search engine whenever their ad is clicked.

If you want to use keywords for paid search purposes, here are the following search phrases you should add.

Broad Match Keywords:

This type of keyword is typically a single word or phrase used to generally describe your website or business. For example, your broad match keyword is “shoes” if you sell shoes. This type of keyword is beneficial because it can help you attract a wide range of customers who may be interested in what you offer.

Exact Match Keywords:

This type of keyword is more specific than a broad match keyword and is typically used to describe a particular product or service you offer. For example, if you sell running shoes, an exact match keyword could be “running shoes.”

Negative Keywords:

These are keywords you don’t want your website to be associated with. They can exclude unwanted traffic or prevent your website from appearing in SERPs for specific searches.

Final Thoughts

Keywords in SEO are crucial to improving your website’s performance. Now is the time to start the importance of keywords in your SEO strategy!

And, if you are already using keywords but are not seeing the desired results, consider changing your approach. There are various ways to use keywords; you may need to experiment a little to find the right mix for your website.

NinjaSEO provides an all-in-one SEO tool for companies to help them with their keyword recommendations and SEO ranking. Get in touch with us today for more information!