It has been almost 5 years since Google changed Broad Match. Yet, many still do not understand how it works. Today, we will demystify Broad Match. After this video, you will know how it works and how to use it. Let’s get started!
Google sells clicks. The problem is that they spoil instantly. There is no warehouse to store unsold clicks. It is either profit or loss. Broad Match is a tool to sell you more clicks. The updated Broad Match helps you get more clicks while keeping you happy and profitable
How Does Broad Match Work?
Broad Match works by understanding the search context and optimizing for your goals. Your bidding goal is your CPA (Cost Per Acquisition) or ROAS (Return on Ad Spend). Your desired outcome is the primary conversion action in Google Ads.
In 2020, Google began using its own version of ChatGPT for Broad Match. This meant that Broad Match could understand:
- The context of your landing page.
- The context of other keywords in your ad group.
- Previous user searches
Knowledge Entities and Intent
Let’s define two important terms:
- Knowledge Entity: A person, place, item, idea, or concept. It can be a mix of these.
- Intent: A determination to do something. In Google Ads, high intent is often indicated by words like:
- Buy
- For sale
- Around me
- Now
Example
Let’s say the query is: “Buy a dog house in Dubai for 1 million USD.” The house should be made of wood and be blue.
Google understands the meaning of this sentence and creates entities.
Google also visits your landing page. It reads the text, videos, and images to understand their context.
Then, it tokenizes keywords in your ad group to grasp the context, where each word equals one token. More tokens mean greater meaning for that word in context. For example:
It checks everything above with the user’s last 60min search. It then checks your conversion history and finds the conversion probability. It makes the bid based on that. Rinse and repeat thousands of times.
Key Takeaways
- Have a focused landing page.
- Create an ad group that aligns with the landing page. Use a few keywords related to the landing page. They should have different geographic and purchasing intents.
- Have a reliable primary conversion action. This should be a sale or as close to a sale as possible.
Knowing machine learning, LLMs, and Google AI can lead to many rules and hacks. But, that is beyond the scope of this video.
Feel free to reach out to me on LinkedIn if you want to know more. I hope you find this video valuable. Have a great day!
