EP248 - Testing the New Broad Match in Google Ads

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Hello, and welcome to this
week's episode of the PPC chat

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Roundup in today's episode.
We have Julie taken us on a very

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great topic of are prevalent of
AG right now.

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Since it's something that Google
is really pushing us to Ward's.

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We are going to be talking about
testing the new broad match in

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Google ads, and she's so
excited.

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As I am to have a special guest
co-hosting with her, which is at

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ads.
Liaison, if you are part of this

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PPC Community, you will know
that it is.

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Ginny, Marvin, we're referring
to there and Jenny Marvin is the

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add layers on Google ads
liaison, you know, she works

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directly for Google.
So this is, you know,

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information from the horse's
mouth per se as much as she can

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diebold with us.
Yeah.

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There was a lot of conversation
going on today.

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So this is very much going to be
around up.

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So I'm not going to read every
single tweet on every single,

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you know, conversation and every
single thread that we shed.

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But yeah, I'll try to get the
most of the Roundup.

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Of what was shed and all the
amazing expert opinions of how

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testing broad match is for
people how they're doing it,

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whether they're testing it,
whether they're trusting it.

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So yeah, hope you enjoy.
Hello and a warm, welcome to

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this episode of the PPC chat
round up a podcast where I round

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up the Twitter discussion that
happens on Tuesdays at 5 p.m.

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GMT.
I'm your host annual and I'm

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recording from my studio here in
London UK.

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And I use this platform to share
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ideas and considered best
practices of our paid media and

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the direction the digital
industry is going in.

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So if you want to keep up to
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the industry, and get the latest
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follow Sharon Retreat on, that's
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score, Round Up to get quotes
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episodes.
So yeah, we've got Julie joined

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by Jeanne Marvin.
Talking about, you know, testing

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out the new broad match in
Google ads will go straight into

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the chat that Julie has four and
Julie.

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First asks Ginny, saying for
those who may not know you

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Jimmy, please introduce yourself
and Ginny goes.

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Hi!
I'm Ginny Marvin.

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And my role as the ads products
liaison is to act as a bridge

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between the advertising
community and the teams at

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Google, working on ads, products
and policies.

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I'm a longtime marketer and
former SEL journalists.

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Oh, that's such engine land
journalist, and yeah.

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Search engine land is also a
very highly rated and highly

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qualified place for you to get
your search engine news.

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Well yeah, search engine Google
ads, search marketing news.

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So yeah, search engine line is a
good place for that.

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But before we get into the
questions, as Judy says, this

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chat is intended for PPC,
Professionals of all levels.

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If you have something you want
to share, please, do we are

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Friendly and supportive
Community, please don't be

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afraid to participate.
Lurkers are of course always

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welcome.
And as I like to add like as and

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podcast listeners are always
welcome as well because yeah

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it's going to be really hard to
participate in the chat.

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If you are just a podcast
listener not just if you are

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very remaining prominent podcast
is a listener anyway enough of

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me stumbling over my words let's
get to Julie's words.

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Julie asks question 1 are you
currently?

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I'd be running any campaigns in
Google ads that are utilizing

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broad match.
Are you exclusively using broad

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match?
Are you using it with smart

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bidding?
I almost feel like those are

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three questions, but let's see
what people go with Travis

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respond.
Same never at launch robust

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enough.
Keyword research should provide

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a completely viable controlled
start with exact match.

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Only Google's newer exact match
flexibility on covers enough,

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variations to add once that's
maxed out from a certain

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Impression.
Share perspective tiptoe into

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phrase.
Debbie Norton response saying

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hey Julie great to be joining in
on PPC, chat today.

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Boom question.
Right off the bat and she goes,

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it depends currently running the
brand name on Broad match, not

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utilizing smart campaign at the
moment.

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JJ Lara response saying we have
broad running on some campaigns.

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We usually run exact match with
it though, to help with

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efficiency, we also run phrase.
Smart building is essentially

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All We Do.
Only reason we wouldn't is if

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we're testing something and we
need a lot of specific traffic

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fast.
Mark response saying gave up

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fighting it a year ago.
I use broad match as standard on

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all new campaign, builds, PPC,
Ninja Warrior, I believe, is his

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handle.
Same using broad match with Max

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conversions.
On most accounts freaks you out

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at the start, but does its job a
couple of weeks into it?

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Exclusions are the key.
If done carefully Based on data,

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Not assumptions than a linear
response in.

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Yes, I'm running campaigns in
Google ads with broad match

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enabled, and yes, they are using
smart bidding.

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I use it on almost all campaigns
except branded and competition.

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Gil Gil, no response saying yes,
we have.

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Actually started using broad
match more and more.

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Since it has changed, we test it
for top of funnel purposes, used

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to be terrible, but it's
actually sometimes useful these

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days and most cases, exact is
still much.

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Better.
But broad has its time and place

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we then have Curt Hennig go
responding to question.

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One saying, yes, we are
definitely using broad match and

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only with smart bidding not
exclusively though.

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I think of broad match as an
expansion / growth strategy

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serious demon response to
question one as well.

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Saying yes, I'm using broad
match but I admit I don't by

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default start there.
And yes, I am using automated

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smart bidding strategies.
Julie response question.

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One saying I do not have broad
match running.

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Any campaigns right now.
Interesting, Mark response.

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And I'm sorry, but Ben, you are
doing a disservice to your

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clients Lord, loved people and
their sense of entitlement BM

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gives you access to exclusive
bidding signals.

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That improve tea rose.
Yes, he is.

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Silent Google employee anyway.
Who knows about that.

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Now the Hawkins response
question once and I do use broad

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match.
However, my usage of it has

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shifted away from sequestering,
it in its own ad group.

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With all the other Ed's added as
negatives in, that ad group to

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just including it.
In the ad group, I found that

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the brood ad group was hurting
the known broad, interesting,

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she continues.
I don't exclusively use broad

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will use either phrase or exact.
For the most part, I use Smart

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bidding when there's enough
conversions, and auto bidding

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with bid caps when there isn't
broad.

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Match bakes in audiences, plus
bypasses expensive, auctions and

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Yan our continues.
A great reason to use broad pick

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up typos Deliver response.
Yes, something similar my side.

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Moving away from a broad match,
only add Global campaign to now

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integrating it with my normal
campaigns.

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And we have Chris Ridley
responding to question one

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saying yes and every instant is
using smart bidding the only

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times they are used are within
campaigns that have strict

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audience / location targeting
and extensive negative keyword

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lists or low.
Search volume topics I have

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stopped using it for Brand terms
now, I think that's a good

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strategy.
Tony's our response in our

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thinking is that automation
works best automation.

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So, when we use a broad match,
we use tiro us with it.

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Then Julie takes us on to
question 2 asking, if you are

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not currently using or testing
broad match in Google ads.

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Why are you not using a, yes,
the the reasons of why you don't

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test fraud match, Travis
response in advertisers or brand

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should care about $1 in equals
to X dollars out.

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Above all accounting for the
right margin to Define that X.

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I don't see a future where broad
provides that control it

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uncovers new keyword themes like
variations.

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But at what cost?
Why not do?

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Keyword research for zero cost,
really goes, great to see you

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here in this chat today.
My grips won't say I have

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avoided using it in the past
because it would show my ads

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against wildly relevant queries.
But more recently, this has been

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less of an issue.
PPC Ninja Warrior.

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On say not using broad match
plus tcpa, I had named it

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broader mation while at
Solutions 8 where I don't have

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solid conversion history in the
account.

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And then Daniel in response
saying I use it on brand

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campaigns, but there were a lot
of relative relevant terms

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related to the brand but not
containing the brand name in the

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search term.
So I preferred in this case to

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turn back to phrase match
goggle, no response saying there

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are some situations where it
Causes problems specifically, in

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super specific ad groups where
we already know the exact term

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we need to appear for, for
example, competitor or brand

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campaigns.
We have Julie advice responding

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to question one saying.
Yep, it's a really good approach

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when blended with audiences and
I sometimes use it for lower

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volume campaigns.
During answers, question to

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saying the main reason, I'm not
using broad match more, is

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because they accounts I work on
are very often low.

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Version volume and I found the
automated bidding just can't get

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into a Groove.
So not try and Broad without it.

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You know, unless you have the
budget for those kind of low

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volume to actually go long term
actually see what the

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performance is going to be on
long-term basis, it can be very

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hard Julie.
Then asks Ginny are going, what

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are your recommendations for
Council?

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Like this very low conversion.
Volume accounts to test broad

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match believe that we have an
answer.

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Their GI Ginny goes Definitely
recommend using broad match with

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smart bidding to.
So consider the conversion

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action.
You're optimizing for be sure to

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tightly themed of the keywords
in your ad groups and create

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highly relevant assets and
consider using experiments to

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get started.
Angela goes the only conversion

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actions my clients care about
our leads and some just don't

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generate a lot per month.
Longer consideration Cycles.

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I feel like these types of
accounts Are getting left

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behind.
I do tightly themed always Chris

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really goes?
Yeah, you've made a good point

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about smaller counts and longer
conversion, Cycles accounts,

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feeling like they are being left
behind, would allowing you to

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update.
The conversion value of a

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conversion in Google ads with
offline data more than once help

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with this.
Anjali goes.

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Yeah, it's still at its core of
volume issue in my opinion.

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And let's also be real.
Lots of businesses do not have

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sophisticated.
Tools that neatly and cleanly,

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export data, and Chris response
to question 2 going using broad

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match keywords for banded terms
due to already struggling to

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keep phrase match under control
for brand.

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Terms when a door deals can
trigger doors for sales and

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cheap adores.
Then there's no hope for broad

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match.
Yeah.

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Interesting.
Julia voice response saying,

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I've been very cautious and
testing it.

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As I have lots of public sector
clients and any mishaps have

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major consequences.
Has for us.

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My restaurant client is a bit
simpler Burger exact and burger

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broad are fairly safe bets.
I hope so, right.

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Yonkers goes to some Sonny was
suddenly hungry and yeah, they

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could start to talking about
food.

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So let's move on to continue to
talk about the PPC hair.

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We then have Sarah Steam and
responding to question two, sane

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continued, there are also
certain clients with household

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names, where broad category
matches to Brand.

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I still segment.
Brand and non-branded and don't

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broad match brand or model
names.

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Interesting strategy, never
Hopkins response to a question

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to saying, I will share the
reasons I used to not use it,

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and why I now do number one bad
matches.

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Now, the matches are reasonable
80% of the time versus the 20%.

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They were, they are meant to
waste over cost.

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Now I find I get cheaper exact
or phrase match three brand

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standard.
This This one isn't always a

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solvable.
Yeah, interesting.

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Very strategic way of giving
those answers at the response.

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Question to saying, I'm using
the broad match for targeted,

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both Fuso, bottom of the funnel
type Skaggs, I avoided and brand

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and competitors.
The reason I am running Google

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ads in Industries, where retail
is preferred, so less volume on

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the broad keywords, I separate
the intent as transactional from

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a semrush though from semrush.
Okay, interesting one that

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Kristin klock response, question
to sand a big factor is climbed

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fed.
I work mostly in B2B where

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companies want or need to have
tighter keyword coverage.

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Some also have smaller budgets
and they can't afford to waste

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ad spend only relevant queries.
So broad match isn't really a

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good fit in these cases, that's
an issue.

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And when the company has an
issue, the company has an issue,

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we then have Julie taken us on
to question.

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Three saying what strategies
have you found that work well

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when using or testing Broad?
Good match in Google ads.

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Starting off.
We have Mark saying, all I

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thought I would have to spend my
life in the search query report

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because BM would match my ads
against trash, but it hasn't

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been that bad.
And I've been pleasantly

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surprised would love to know.
BG Theory, preferred match type

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these days though he's the
Godfather of PPC.

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So that's Brandi Gators.
And then, Julie respond saying,

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what types of products or
services?

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Are you working with Brad has
published some stuff on Match

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types.
I'll link To the most recent in

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the recap post as well, Margo's
Dolby.

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Great.
Thank you.

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I'm a PPC veteran of over 15
years.

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All sectors.
All budgets.

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I've seen it all.
Yeah, Mark, that doesn't really

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say anything.
What industries are you actually

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working with right now?
Like, there's a millions of

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Industries you could be working
with like dial it down.

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Anyway.
Travis response to question 3,

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saying in my tests experiments,
the only stat was significant

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win with broad match.
Keywords was improved volume

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naturally.
A every other meaningful metric

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failed.
It may work for Brands willing

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to invest in fast or low to no
returning.

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Learnings.
I maintain that those learnings

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can be profitable or break even
Diana leader response saying

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having a big list of negative
keywords in place before

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adopting it and in my case using
maximize conversions or tcpa as

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smart, bidding strategies Gill,
gonna respond saying, making

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sure you keep on top of negative
keywords and structuring.

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Your ad groups based on top,
Which you should usually do.

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Anyway, we'll help with account
hygiene and performance, in

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general.
And then we have doing Brown

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responded.
Question to saying, I can see

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why people don't use it.
I would also say, don't discount

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it.
If you have not even tested it

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in the last 12 to 24 months
using, it can get you scale and

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00:15:32,400 --> 00:15:35,500
we have never Hopkins responding
to question 3 saying I like to

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00:15:35,500 --> 00:15:39,900
add broad match into one of my B
or C Level campaigns.

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Not my a winners and assess the
quality.

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00:15:42,600 --> 00:15:45,200
E of queries and cost it's worth
noting.

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I always start a new accounts
off with broad match to get data

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00:15:49,000 --> 00:15:53,700
quickly and prove out which
Concepts fit the budget and we

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have Curt Hennig guy responding
to question 3 saying get

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00:15:56,300 --> 00:16:01,100
conversion data first with exact
and phrase to use very specific

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longer tail variations of
keywords that have conversion

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data just different match type
three strong use of negatives.

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For use them to help skill and
account at same conversion.

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Value.
And then Julie Vice response to

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question 3 saying audiences.
It's the easiest way for me to

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inform the machine of what I
want and shape traffic.

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00:16:20,900 --> 00:16:24,500
The way I need layer and
audience with it to experiment.

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And if you're in a situation
with a burger or drive through

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type term, test it, once you
have some results, learns Chase

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00:16:32,800 --> 00:16:35,500
response to your question.
One and two saying, yes, and if

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you have the Right audience or
audience signals, it can be very

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effective.
I would say test small fail,

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small though.
Not all products brands or

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categories are the same if we
are talking Microsoft, it's a

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00:16:47,600 --> 00:16:50,100
hard.
No they are not ready yet and

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00:16:50,100 --> 00:16:52,400
then he responds to question 2
saying with some Brands.

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Google does not do a good job
running tests.

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00:16:55,500 --> 00:16:59,300
You can find out pretty fast
which big enough spends if it

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00:16:59,300 --> 00:17:02,200
will work or not Chris really
response.

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00:17:02,200 --> 00:17:05,500
Question 3, seen my go-to
strategies, I'm Max conversions.

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And max conversion value with
the TCP and tiro as settings.

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When possible the only time I'd
use broad match on maximize Plex

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or another bit strategy is when
I need to just to generate a lot

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00:17:17,000 --> 00:17:21,099
of keywords data quickly for
testing or for testing and he

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continues the rest of my
strategies predicting the

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00:17:23,200 --> 00:17:26,400
negative keywords before
running, or using the exact and

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phrase match keywords to help
with this.

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I also have a collection of
negative keyword list.

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I applied to all of my accounts
when I apply them, I tailor them

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to each account or campaign.
I also start with a small budget

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and go from there, and then
Dylan online response to

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00:17:42,600 --> 00:17:46,100
question 3 saying, but broad
match with the target, CPA is a

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must on some or all of my
accounts audience layering with

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00:17:49,100 --> 00:17:52,800
tofu, or general keywords, ad
groups with all match, types

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00:17:52,800 --> 00:17:54,800
included.
And then, so if you log in

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response to question, 3 saying
being even more Vigilant

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Vigilant, I make the fiction
might mean with negative

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00:18:02,100 --> 00:18:05,700
keywords using first-party data
whenever possible daily checks,

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00:18:05,700 --> 00:18:08,100
or to keep eye on what's going
on.

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00:18:08,100 --> 00:18:11,300
Designated testing budget, if it
works that great.

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00:18:11,400 --> 00:18:15,700
If not, you've Spend more than
you can afford and we have dwane

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00:18:15,700 --> 00:18:18,800
brown responding to question. 3,
saying, if we maxed out exact

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00:18:18,800 --> 00:18:23,100
and phrase match Broad in its
own campaign with embedded - if

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00:18:23,100 --> 00:18:27,800
exact and phrase lack traffic,
use broad to get scale tool ever

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00:18:27,800 --> 00:18:30,500
data.
We got a UK client web broad

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00:18:30,500 --> 00:18:34,500
works for what they sell for.
Broad Lauren says, doing your

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00:18:34,500 --> 00:18:36,800
negative keyword research ahead
of time.

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00:18:36,800 --> 00:18:40,700
Making sure you have the right
conversions action, selected

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00:18:40,800 --> 00:18:45,400
setting up, audience signals all
can help you be more successful

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00:18:45,400 --> 00:18:47,700
out of the gate.
Sarah Steelman response and it

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00:18:47,700 --> 00:18:50,600
goes without saying that goals
are the best first step.

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00:18:50,600 --> 00:18:53,100
But then, I agree about
negatives monitoring.

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00:18:53,300 --> 00:18:55,600
What can be seen in such time
reports.

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00:18:55,600 --> 00:18:58,300
And looking at keyword
performance, Ashton clock

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00:18:58,300 --> 00:19:01,700
response to question, 3, saying,
larian on audiences, instead of

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00:19:01,700 --> 00:19:05,500
adding them as an observation
set the campaign to targeting

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00:19:05,900 --> 00:19:10,200
and pair it with broad keywords
also particularly useful with

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00:19:10,200 --> 00:19:14,700
remarketing, lists negative
keywords, Crucial to as always

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00:19:15,000 --> 00:19:18,000
and yeah when Mark said yet read
unlock the power of search from

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00:19:18,000 --> 00:19:21,300
2022 Ginny Marvin goes yes
highly recommend reading and

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00:19:21,300 --> 00:19:24,300
bookmarking this to better
understand how to use broad

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00:19:24,300 --> 00:19:27,000
match and that is a link.
I'll provide in the show notes

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00:19:27,000 --> 00:19:29,000
as well.
So make sure you check that out.

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00:19:29,000 --> 00:19:32,500
Tony Zara response to question 3
saying, we've learned that broad

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00:19:32,600 --> 00:19:34,800
usually goes straight to
Conquest Ting.

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00:19:35,000 --> 00:19:38,000
Conquest Tim is the least
profitable tactic for most

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00:19:38,000 --> 00:19:41,500
retailers setting up the
negatives to anticipated.

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00:19:41,500 --> 00:19:45,400
That is Helpful.
And then Julie goes to question

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00:19:45,400 --> 00:19:48,600
for saying if you're using or
testing broad match in Google

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00:19:48,600 --> 00:19:50,100
ads.
What have your biggest

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00:19:50,100 --> 00:19:54,400
challenges or frustrations?
Been only five answers.

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00:19:54,400 --> 00:19:57,000
I'm seeing here, but yeah, Gina
gets involved in this answers as

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00:19:57,000 --> 00:19:58,600
well.
Travis response to question

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00:19:58,600 --> 00:20:03,700
forcing seems that Google a is
not as Adept at inferring intent

368
00:20:03,700 --> 00:20:08,300
as it claims or be has not
extended this capability out to

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00:20:08,300 --> 00:20:12,400
all the machine learning curve
should not be so steep.

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00:20:12,500 --> 00:20:15,200
That we wasted spend to make
broad match work.

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00:20:15,200 --> 00:20:18,700
If getting 250 gear was faster,
I'd adopt more.

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00:20:18,700 --> 00:20:21,900
Well, broadly and Jimmy response
to that saying if you've got

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00:20:21,900 --> 00:20:24,000
specifics to share, feel free to
DM me.

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00:20:24,000 --> 00:20:27,700
In the meantime, the best
practices Debbie laid out here

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00:20:27,700 --> 00:20:30,500
are key.
And there's a tweet a link to

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00:20:30,500 --> 00:20:33,300
that Debbie noting shared that
on a thing.

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00:20:33,300 --> 00:20:35,600
She mentioned because yeah,
Debbie mentioned her answers

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00:20:35,600 --> 00:20:38,500
question for saying
intentionally using broad match

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00:20:38,500 --> 00:20:42,200
keywords in very tight ad groups
ads landing page works.

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00:20:42,500 --> 00:20:45,300
When they are highly targeted,
that's a crust answer to

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00:20:45,300 --> 00:20:47,400
question fool as well.
So yeah.

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00:20:47,400 --> 00:20:50,600
So that's that's the results as
well and that's Debbie's also to

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00:20:50,600 --> 00:20:54,000
and so yeah and Jeanne
definitely agrees to that.

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00:20:54,000 --> 00:20:57,100
Travis responsive, I'll review
those resources and I agree with

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00:20:57,100 --> 00:21:01,600
Debbie notin example, DTC soup
dumpling brand broad match,

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00:21:01,600 --> 00:21:05,100
keyword soup dumplings queries
chicken soup, soup.

387
00:21:05,100 --> 00:21:08,500
Ladles Etc landing page,
dedicated to soup dumplings,

388
00:21:08,700 --> 00:21:12,300
Zhao Xiao long Bao and Chinese
dumplings the inference.

389
00:21:12,600 --> 00:21:15,800
Should be Clara to Google them
outputs a suggest.

390
00:21:15,900 --> 00:21:18,200
And as we saw oh yeah.
Debbie's answered question for

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00:21:18,200 --> 00:21:21,300
was intentionally.
Using broad match keywords in

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00:21:21,300 --> 00:21:24,600
very tight at groups ads.
Landing pages works when they're

393
00:21:24,600 --> 00:21:27,200
highly.
Targeted, Mark response question

394
00:21:27,200 --> 00:21:30,300
for since I've actually found it
made things easier it's made

395
00:21:30,300 --> 00:21:33,600
campaigns builds smaller and
less time consuming.

396
00:21:33,600 --> 00:21:37,800
As I don't have to compile.
Exhaustive keyword lists Gina

397
00:21:37,800 --> 00:21:40,600
response, saying, glad to hear
this that is the goal, more

398
00:21:40,600 --> 00:21:43,900
relevant Volume Plus Fide
campaign structure and

399
00:21:43,900 --> 00:21:46,800
management load.
And yeah, Chris just goes my

400
00:21:46,800 --> 00:21:51,200
negative keyword lists and it's
just a very, very long list that

401
00:21:51,200 --> 00:21:54,000
I really a gift for a very, very
long left than a linear

402
00:21:54,000 --> 00:21:55,200
response.
Question forcing at the

403
00:21:55,200 --> 00:21:58,200
beginning, the search term
report needed to be verified

404
00:21:58,300 --> 00:22:01,700
more frequently and more terms
were added than now.

405
00:22:01,700 --> 00:22:06,900
Also, a challenge was the brand
campaign where even the after a

406
00:22:06,900 --> 00:22:10,200
period of time of constantly
adding negative the said terms

407
00:22:10,200 --> 00:22:13,700
quickly didn't improve, and then
Gives an answer to question,

408
00:22:13,700 --> 00:22:16,600
three, same filtering organizing
and segmenting are very

409
00:22:16,600 --> 00:22:19,500
important with broad match.
Keep removing the negative

410
00:22:19,500 --> 00:22:22,600
keyword specifically with
automated bit strategy.

411
00:22:22,800 --> 00:22:25,800
Keep the structure of your
campaign type to avoid budget

412
00:22:25,800 --> 00:22:28,800
leaks, include the keywords on
the landing pages.

413
00:22:28,800 --> 00:22:32,800
Use intent some really great
advice then she continues use

414
00:22:32,800 --> 00:22:36,700
transactional intent, keywords
with search use commercial or

415
00:22:36,700 --> 00:22:39,300
more broad keywords with DSA to
test.

416
00:22:39,300 --> 00:22:42,300
Keep the campaign separated with
product types, topics and other.

417
00:22:42,500 --> 00:22:44,700
Parameters.
It helps when you start getting

418
00:22:44,700 --> 00:22:49,200
500 plus Search terms a day.
That's a good measure to have.

419
00:22:49,200 --> 00:22:52,400
That's a good way to like give
people a proper measure of where

420
00:22:52,400 --> 00:22:54,900
to start looking for Julie
advice response saying.

421
00:22:54,900 --> 00:22:57,800
Well I hate to repeat myself but
Search terms and that's

422
00:22:57,800 --> 00:23:01,600
announced question for I can see
conversions, but I need to

423
00:23:01,600 --> 00:23:04,400
actually verify the relevance of
what I'm testing.

424
00:23:04,700 --> 00:23:08,400
When testing with audiences in
Regional campaigns volume has

425
00:23:08,400 --> 00:23:12,000
been a real challenge.
Alex, Nicole response saying, I

426
00:23:12,000 --> 00:23:14,000
feel this.
We have some smaller lead gen

427
00:23:14,000 --> 00:23:17,400
clients and layering on
audiences can be restricting.

428
00:23:17,600 --> 00:23:21,100
I like using audiences when I
can but it isn't always

429
00:23:21,100 --> 00:23:23,700
feasible.
Plus the amount of time it can

430
00:23:23,700 --> 00:23:28,100
take to gather good data for
these types of clients can take.

431
00:23:28,100 --> 00:23:32,000
So long testing takes time and
we have Lawrence responding to

432
00:23:32,008 --> 00:23:35,100
question for saying, the biggest
challenge is If the product or

433
00:23:35,100 --> 00:23:37,700
brand, name has a common word in
it.

434
00:23:37,700 --> 00:23:41,700
Google will try and match it to
everything with that term in it.

435
00:23:42,000 --> 00:23:45,900
This is Is why the negative work
ahead of time is so important,

436
00:23:45,900 --> 00:23:50,000
even when using smart bidding
options, KV respond saying

437
00:23:50,000 --> 00:23:52,700
someone at purple knew what they
were up to.

438
00:23:52,700 --> 00:23:56,000
I bet they're SEO team had
nightmares when they first

439
00:23:56,000 --> 00:23:59,700
started out and we have another
Hopkins responding to question

440
00:23:59,700 --> 00:24:02,800
for saying that this isn't a
broad match frustration.

441
00:24:02,800 --> 00:24:05,400
It's a Google ads.
Frustration I want my search

442
00:24:05,400 --> 00:24:09,800
term data understanding what
ways of searching that lead to

443
00:24:09,800 --> 00:24:15,700
conversions or didn't is the key
of Budget to spend more on those

444
00:24:15,800 --> 00:24:20,400
ideas and then never continues.
One of these reasons, people

445
00:24:20,400 --> 00:24:24,000
have become so dependent on the
API tools that build on the API

446
00:24:24,000 --> 00:24:28,200
is that they need the obscured
data for those who can't build

447
00:24:28,200 --> 00:24:32,000
their own solution or forward at
all, it's hard to deal with the

448
00:24:32,000 --> 00:24:34,400
lack of data.
And we have serious demon

449
00:24:34,400 --> 00:24:37,100
responding to question.
Forcing other keywords, not seen

450
00:24:37,100 --> 00:24:40,600
the light of day which impact
hyper targeted ads.

451
00:24:40,900 --> 00:24:43,500
So if you look in response to
questions, For say not knowing

452
00:24:43,500 --> 00:24:45,500
what else you can do to help the
system.

453
00:24:45,500 --> 00:24:48,900
Work better for your account
conversions customer list.

454
00:24:48,900 --> 00:24:50,900
Correct.
Tracking negative keyword lists

455
00:24:50,900 --> 00:24:54,900
are essays decent landing pages.
What else can we do to help the

456
00:24:54,900 --> 00:24:56,800
machine?
Get it right?

457
00:24:57,100 --> 00:24:59,300
Julia voice response.
A new sounds like you're doing

458
00:24:59,300 --> 00:25:01,900
everything you can.
Now make sure it's a good

459
00:25:01,900 --> 00:25:04,500
product and yeah, so long ago,
as yeah.

460
00:25:04,500 --> 00:25:07,100
But good, PPC, can fix
everything, right?

461
00:25:08,500 --> 00:25:10,200
Yeah, let's not go down that
black hole.

462
00:25:10,200 --> 00:25:11,900
I'm Julia response.
Question forcing.

463
00:25:11,900 --> 00:25:15,400
Can we talk About broad match
matching two competitors for

464
00:25:15,400 --> 00:25:20,400
both brand terms and non-brand
terms and phrase and exact match

465
00:25:20,400 --> 00:25:22,600
for that matter.
Can you speak to this Ginny?

466
00:25:22,800 --> 00:25:25,200
Is this something on Google ads
radar?

467
00:25:25,200 --> 00:25:28,500
It's frustrating for advertisers
and Jenny response.

468
00:25:28,500 --> 00:25:32,200
Saying yes, I recognize this as
a concern and that - sometimes

469
00:25:32,200 --> 00:25:35,200
only get you so far.
Negative keywords is still the

470
00:25:35,200 --> 00:25:38,700
primary tool for addressing
this, but the team is looking at

471
00:25:38,700 --> 00:25:41,700
this more deeply, stay tuned,
Julie goes.

472
00:25:41,700 --> 00:25:44,300
Yeah, this is Good to hear.
I have started generating

473
00:25:44,300 --> 00:25:48,800
competitor - lists and applying
them from go now for this

474
00:25:48,800 --> 00:25:50,600
reason.
Yeah, with each customer of

475
00:25:50,600 --> 00:25:53,400
yours, each Advertiser will have
different competitors.

476
00:25:53,400 --> 00:25:55,300
So yeah, it would be really
difficult.

477
00:25:55,300 --> 00:25:58,700
You know, it's really, really
new task really coming up with

478
00:25:58,700 --> 00:26:02,900
those competitor names and
making sure you're at them as -

479
00:26:02,900 --> 00:26:06,000
this is just extra work for us
to live as response saying that

480
00:26:06,000 --> 00:26:09,300
in the public sector space.
It's not as much competitors as

481
00:26:09,300 --> 00:26:12,300
its misinformation being able to
stare searches too.

482
00:26:12,500 --> 00:26:14,700
It's correct.
Authentic information is

483
00:26:14,700 --> 00:26:17,100
extremely important and match
into strange.

484
00:26:17,100 --> 00:26:20,600
Queries makes a big difference
and containing goes, well saves,

485
00:26:20,600 --> 00:26:25,000
we see this almost all the time,
our biggest hesitancy with Broad

486
00:26:25,000 --> 00:26:28,800
and that's the whole competitors
matching towards matching to

487
00:26:28,800 --> 00:26:32,100
your own broad or an exact match
exact phrase.

488
00:26:32,700 --> 00:26:35,700
And yeah, as Jenny said, stay
tuned because as she says that

489
00:26:35,700 --> 00:26:39,400
she recognizes the concern and
this is being worked on by the

490
00:26:39,400 --> 00:26:40,100
team.
Yes.

491
00:26:40,100 --> 00:26:42,500
Let's really, really hope so.
And we have Chris respond Each

492
00:26:42,500 --> 00:26:45,400
question, forcing the need of
constantly micromanaging.

493
00:26:45,400 --> 00:26:47,800
The ad groups campaigns using
broad match.

494
00:26:47,800 --> 00:26:50,100
Even one day without checking
SQ.

495
00:26:50,100 --> 00:26:54,000
Ours can cause a big loss in
budget if you're not careful,

496
00:26:54,200 --> 00:26:56,700
Alex, Nicole response to
question forcing I've accepted

497
00:26:56,700 --> 00:27:00,000
my fate but I would love more
reported Search terms from

498
00:27:00,000 --> 00:27:04,100
Google when using broad match.
Google can take some Liberties

499
00:27:04,100 --> 00:27:08,700
when deciding intent Dylan goes.
Yeah, the Search terms available

500
00:27:08,700 --> 00:27:12,100
in a broad match ad group
compared to the other clicks

501
00:27:12,100 --> 00:27:14,200
receiver.
Moved our sometimes, huge.

502
00:27:14,200 --> 00:27:17,900
So, yeah, a lot of hidden such
times they're doing Brown

503
00:27:17,900 --> 00:27:19,200
response.
No frustrations.

504
00:27:19,200 --> 00:27:21,900
Broad is.
Broad is Broad, and Chris goes.

505
00:27:21,900 --> 00:27:24,500
Yeah, that second sentence is
similar to a search query.

506
00:27:24,500 --> 00:27:28,300
Due to see if you had Broad
Street as a keyword, it brought

507
00:27:28,300 --> 00:27:31,500
his broad is Broad.
So yeah, so drain just accepting

508
00:27:31,500 --> 00:27:34,500
the fate of what brood is
instead of being frustrated with

509
00:27:34,500 --> 00:27:36,500
it.
I guess that can be a good way

510
00:27:36,500 --> 00:27:39,200
to look at it.
Did in response to question for

511
00:27:39,200 --> 00:27:41,600
saying, it doesn't work for
every account and that first

512
00:27:41,600 --> 00:27:44,500
month brought I'd match will
keep you super busy in the

513
00:27:44,500 --> 00:27:47,800
search terms report.
So yeah, Barry be aware that

514
00:27:47,800 --> 00:27:50,800
it's all about being busy in the
search terms report active

515
00:27:50,800 --> 00:27:52,300
response.
Question for saying with the

516
00:27:52,300 --> 00:27:55,200
broad match, it is tough to
manage with small budgets.

517
00:27:55,500 --> 00:27:58,200
You got to find the right
keywords without exhausting all

518
00:27:58,200 --> 00:28:00,900
the budgets in one campaign.
That is a tough battle,

519
00:28:00,900 --> 00:28:03,000
especially for low budget lead
gents.

520
00:28:03,200 --> 00:28:06,700
So finding the Right audience
and conversions fast.

521
00:28:06,900 --> 00:28:09,300
Julie then goes on to question.
Five saying, yeah, we have about

522
00:28:09,300 --> 00:28:12,300
15 minutes left so let's get to
this.

523
00:28:12,300 --> 00:28:15,100
To know you don't have.
We don't have 15 minutes left of

524
00:28:15,100 --> 00:28:18,300
the podcast though.
I will be will be rounding it.

525
00:28:18,300 --> 00:28:22,500
All of you will need to go to
the official, PPC, chat.com to

526
00:28:22,500 --> 00:28:25,400
see more of the detailed
question and answers that Genie

527
00:28:25,400 --> 00:28:28,200
gave to a lot of the questions
that were shared hair.

528
00:28:28,200 --> 00:28:30,400
But I'll try and share some of
the questions, Australia, share

529
00:28:30,400 --> 00:28:33,200
some of the answers that were
given here as we know this is a

530
00:28:33,200 --> 00:28:35,400
round up.
If you want the more detailed

531
00:28:35,600 --> 00:28:40,100
answers that Genie gave, please
go to official, PPC chat.com.

532
00:28:41,000 --> 00:28:44,700
But yeah let's start with what
Tony Zara asks he goes we feel

533
00:28:44,700 --> 00:28:48,200
like this when we try and figure
out the part query can take in

534
00:28:48,200 --> 00:28:51,500
semantics broad search, pmax
search, and Esa.

535
00:28:51,500 --> 00:28:54,700
Is there a good framework?
We can use to understand where a

536
00:28:54,700 --> 00:28:57,600
query flows.
So that's a question asked,

537
00:28:58,000 --> 00:29:00,600
Jeannie didn't answer it here,
but I'm sure she'll get to it at

538
00:29:00,600 --> 00:29:03,000
the right up.
That Julie's going to do.

539
00:29:03,300 --> 00:29:04,900
Gil Gil.
Their response saying, I'm very

540
00:29:04,900 --> 00:29:08,200
happy with where broad is going,
but as I'm sure you know many

541
00:29:08,200 --> 00:29:11,200
folks want more Search terms
report coverage, do you think

542
00:29:11,200 --> 00:29:14,200
there's any chance?
Of that I imagine the short

543
00:29:14,200 --> 00:29:16,700
answer is going to be no, but
let's see what Jeannie answers

544
00:29:17,000 --> 00:29:21,600
with Mark asks not about be M
sorry but can Jeanne get Google

545
00:29:21,600 --> 00:29:23,100
as to highlight which are the
15.

546
00:29:23,100 --> 00:29:26,900
Headlines on, for description
lines have disapproved on our

547
00:29:26,900 --> 00:29:28,600
essay.
Please at the moment, you have

548
00:29:28,600 --> 00:29:31,600
to guess, which of the 19
possibilities, has caused the

549
00:29:31,608 --> 00:29:36,000
disapproval, or speak to Google
ads support and a question asked

550
00:29:36,000 --> 00:29:38,500
by actor to Jeanne.
And she asks, thanks for the

551
00:29:38,508 --> 00:29:42,400
chat today for fresh account
with no data and less sir.

552
00:29:42,500 --> 00:29:45,200
Each volume key words.
What are the bids you would

553
00:29:45,200 --> 00:29:48,600
suggest and with what match
type, especially in the phase

554
00:29:48,800 --> 00:29:52,300
of, finding the first few
conversions, and now then

555
00:29:52,300 --> 00:29:54,500
proposes her questions by saying
that?

556
00:29:54,500 --> 00:29:56,200
Yeah, thank you for all you do
I.

557
00:29:56,300 --> 00:29:59,400
Number one, do restricted
industry that get flagged for

558
00:29:59,400 --> 00:30:02,900
using audiences normally miss
out on the audience, piece of

559
00:30:02,900 --> 00:30:06,600
broad match to can broad
keywords recover faster from

560
00:30:06,600 --> 00:30:11,300
being posed than phrase or exact
three, which is better, broad or

561
00:30:11,300 --> 00:30:14,200
dies.
A That's a good question Sears.

562
00:30:14,200 --> 00:30:16,600
Stephen gives her own question
in terms of answering question.

563
00:30:16,600 --> 00:30:20,400
Five saying, when is exact and
phrase going to just go away,

564
00:30:20,400 --> 00:30:24,700
I'm guessing you don't know, or
are can't say, but when given

565
00:30:24,700 --> 00:30:28,000
the chance to us, yes, let's ask
all the questions possible,

566
00:30:28,000 --> 00:30:29,800
Right?
Alex.

567
00:30:29,800 --> 00:30:32,800
Nicole gives his question saying
that there are lots of times

568
00:30:32,800 --> 00:30:35,100
when the recommended
optimizations in Google

569
00:30:35,100 --> 00:30:39,800
recommends, trying broad match
as a test is their threshold of

570
00:30:39,800 --> 00:30:42,400
data that it gathers before
recommending.

571
00:30:42,500 --> 00:30:44,600
Ending that?
Or is it just doing that by

572
00:30:44,600 --> 00:30:48,300
default?
No shade, only curious Dylan

573
00:30:48,300 --> 00:30:50,000
online goes.
Yeah, thanks for everything.

574
00:30:50,000 --> 00:30:53,100
Jeannie what's a hotter topic
for you right now?

575
00:30:53,100 --> 00:30:56,500
Performance, Max or broad match?
Which of these changes do you

576
00:30:56,500 --> 00:31:00,400
feel the community prefers?
Well, Dylan, I think it's up to

577
00:31:00,408 --> 00:31:03,600
us to let you know, about which
we prefer talking about which

578
00:31:03,600 --> 00:31:07,400
the Hot Topic is for us.
Because yeah, all of it is

579
00:31:07,400 --> 00:31:08,900
important.
Performance Max.

580
00:31:08,900 --> 00:31:13,700
Broad match keywords GA for Less
than 100 days.

581
00:31:13,700 --> 00:31:17,100
I think we're talking.
We're looking at 90 days, ish to

582
00:31:17,100 --> 00:31:19,600
where we're going to be, have to
be migrating from you, a

583
00:31:19,600 --> 00:31:22,500
completely 2ga for, so be wary
of that.

584
00:31:22,500 --> 00:31:23,900
But yeah, on that note.
Yeah Julie.

585
00:31:23,900 --> 00:31:26,600
Then finally says, I'm capturing
everyone's questions here and we

586
00:31:26,600 --> 00:31:29,000
will get answers posted in the
recap post.

587
00:31:29,000 --> 00:31:33,800
So make sure you do go to Again
official PPC chat.com to see the

588
00:31:33,800 --> 00:31:37,200
write-up of all of Genies
answering the questions and

589
00:31:37,200 --> 00:31:39,000
Ginny goes.
Thanks and I'll respond to all

590
00:31:39,000 --> 00:31:41,200
of these great questions as I
have time to date.

591
00:31:41,200 --> 00:31:42,300
Keep them coming.
Thanks so much.

592
00:31:42,400 --> 00:31:46,000
For all the Fantastic questions
and the feedback broad match has

593
00:31:46,000 --> 00:31:49,100
come such a long way and really
appreciate hearing what's

594
00:31:49,100 --> 00:31:52,600
working and what can be better.
So, yeah, they're going to be

595
00:31:52,600 --> 00:31:54,800
working on that.
And on that note, we come to the

596
00:31:54,800 --> 00:31:58,400
end of this chat today.
I'm hope you found that useful.

597
00:31:58,400 --> 00:32:01,400
I don't know whether the any of
those questions that people have

598
00:32:01,400 --> 00:32:03,500
had, are similar to the ones
that you've had.

599
00:32:03,500 --> 00:32:07,300
And I hope some of the
strategies that people have

600
00:32:07,300 --> 00:32:10,500
which McCauley donor strategies,
that people have suggested, are

601
00:32:10,500 --> 00:32:13,700
the kind of things that, you
know, Have that is going to be

602
00:32:13,700 --> 00:32:16,900
great, take away from you for
you to test with broad match.

603
00:32:16,900 --> 00:32:20,400
It sounds like you just need a
lot of negative keyword list,

604
00:32:20,400 --> 00:32:23,500
you need to look out for
competitive.

605
00:32:23,600 --> 00:32:25,200
Search terms coming against
that.

606
00:32:25,200 --> 00:32:29,000
So making sure that you add that
to your - lists and yeah making

607
00:32:29,000 --> 00:32:30,700
sure that you have tightly
themed.

608
00:32:30,900 --> 00:32:34,000
I've groups there's nothing like
just being just dumping whatever

609
00:32:34,000 --> 00:32:36,900
you want to join a group.
Make sure those ad groups are

610
00:32:36,900 --> 00:32:41,000
tightly themed and try some
automated strategies with it.

611
00:32:41,000 --> 00:32:44,300
It seems to be the best way that
People are working with them.

612
00:32:44,400 --> 00:32:47,400
So, yeah, I imagine this chat,
no, even imagine this chat is

613
00:32:47,400 --> 00:32:50,300
going to continue on Thursday,
on Twitter spaces.

614
00:32:50,300 --> 00:32:54,000
So yeah, join, join us at 12
p.m. eastern Time. 5 p.m.

615
00:32:54,200 --> 00:32:57,100
GMT to continue talking about
testing broad match and

616
00:32:57,100 --> 00:32:58,300
different ways.
It can work.

617
00:32:58,500 --> 00:33:01,800
Yeah, if we got any feedback or
any corrections about anything,

618
00:33:01,800 --> 00:33:04,200
I've said on head, you get in
touch with me on Twitter, my

619
00:33:04,200 --> 00:33:07,700
handle, the marketing, a new.
We have also the PPC chat

620
00:33:07,700 --> 00:33:10,400
Roundup podcast group on
LinkedIn, so join us there.

621
00:33:10,400 --> 00:33:13,700
If you have anything to say
about the Cause it would also be

622
00:33:13,700 --> 00:33:17,000
great for long-standing members
and even newer members, who have

623
00:33:17,000 --> 00:33:19,700
listened to more than 30 seconds
of the podcast to leave a rating

624
00:33:19,700 --> 00:33:22,900
or review to give an indication.
That it's a podcast work

625
00:33:22,900 --> 00:33:25,500
listening.
So if you go to link trader.com,

626
00:33:25,700 --> 00:33:29,300
/p PC chat on the score round
up, it will give you the links

627
00:33:29,600 --> 00:33:31,400
where you can on Spotify
example.

628
00:33:31,400 --> 00:33:34,800
Just leave a rating out of four
out of five or five out of five,

629
00:33:35,300 --> 00:33:38,000
you know, it'll take you seconds
again.

630
00:33:38,000 --> 00:33:42,000
So yeah, I do very lovely
announcement about PPC, live UK.

631
00:33:42,000 --> 00:33:46,600
We have Had our 50 event.
Last week, it was really great

632
00:33:46,600 --> 00:33:49,600
to spend my speakers really
showed our we had amazing food.

633
00:33:49,600 --> 00:33:53,200
It was great and the show
continues to go on.

634
00:33:53,200 --> 00:33:56,900
So we're going to have our next
event on the 25th of May.

635
00:33:56,900 --> 00:34:01,500
If you just go to PC live UK.com
you get all the details about it

636
00:34:01,500 --> 00:34:04,300
for amazing speakers have been
announced already.

637
00:34:04,300 --> 00:34:08,800
So yeah, get your early bird
ticket of 17 pounds, so join us

638
00:34:08,800 --> 00:34:10,300
for that.
We're probably going to be back

639
00:34:10,300 --> 00:34:14,199
in East London and would love
for as many of you to join us.

640
00:34:14,500 --> 00:34:17,699
So finally remember for your
campaigns and businesses to

641
00:34:17,699 --> 00:34:20,500
Glide smoothly, there's a lot of
hard work needed beneath the

642
00:34:20,507 --> 00:34:23,199
surface to keep his songs
kicking by and speak to you next

643
00:34:23,199 --> 00:34:23,699
week.