Bidding Strategies for Broad Match Keywords Part 2

Mon, Sep 5, 2022

ohn ends the bidding strategies for broad match keywords guide by addressing the common issues when dealing with broad match, these include:

The effect of having many ad groups when using broad match

-Applying broadomation

-Why broad match with manual CPC fails

-How your attribution model can affect conversion tracking

๐Ÿ”Ž Bidding Strategies for Broad Match Keywords Part 1: https://youtu.be/1thy5eRyNGs

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0:00 Introduction

1:04 Bidding Strategies for Broad Match Keywords Part 2

5:22 Does this bidding strategy for broad match work best when used in a small geographical area?

6:04 Get your FREE Google Ads action plan

6:42 How to reach people who have trouble being online

9:46 Is looking at the search terms and keywords relevant for both eCommerce and lead generation?

11:39 When to apply broadomation

14:37 Does broad match perform well with manual CPC for low volume keywords?

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Transcript
john:

When you use a automated bidding strategy, it's about the

john:

person when you use manual bidding strategy, it's about the placement.

john:

So what you're doing with manual CC and broad search is, Hey, no matter

john:

how irrelevant these people are maybe 38 cents for every single one of them.

john:

And if there's no people relevant there, your activity does not change from day.

john:

It still says, yeah, I still didn't get a conversion, but that's not what you asked.

john:

You asked me to pay 38 cents for all.

john:

It's a world of traffic.

john:

I paid 38 cents.

john:

Why are you complaining?

john:

But you can negative keyword if you want to just use it very sparingly.

john:

Because it's something that is going to is gonna damage positive keyword.

john:

That's what's really interesting is I've done everything you possib.

john:

Imagine I was close.

john:

I said four 40 is 4 35, every single type of non.

john:

Search term that showed up that got a conversion I added in here

john:

and found out that was tough.

john:

It was a big learning experience for me.

john:

Here's what I mean by this it's super, super, super important.

john:

We have another question in the chat.

john:

It says if we have many ad groups in an account and we use broad.

john:

Any ad group can trigger similar search terms.

john:

So maybe the keywords will complete each other.

john:

Will it be okay?

john:

Yes.

john:

Just know that you might just, you're gonna have pros 80 20 rule where

john:

80% of the keywords are just not gonna run well or sometimes at all.

john:

There's actually a two part discussion to this.

john:

So I'm glad that whoever you are glad you asked this in this time period

john:

of January 20, 21 to yesterday I've been running the majority of my

john:

sales off of one, pretty much one ad group and one set of keywords.

john:

So what's interesting is the conversions here I'll just do conversion value.

john:

We can see I'll do cost that's good cost and conversion value.

john:

Then I'll give you a good visual.

john:

this is one year after.

john:

They went on shark tank.

john:

So first summer after shark tank, I'm never gonna compete with that.

john:

And we didn't even set our targets to compete with, Hey, did we get

john:

another national TV spot this year?

john:

But you'll notice that the conversion value hundred 67,000 182,000.

john:

Give it a whole, off season Christmas on season again, conversion value.

john:

1 91 June to, to June 180 2, 1 91.

john:

I made more money this year.

john:

Now it cost me more, but I pushed it.

john:

I this with one ad group 15 keyword.

john:

I tested 440.

john:

The same 15 one and that's, what's really interesting is I've done

john:

everything you possibly imagine.

john:

I was close.

john:

I said four 40 is 4 35, every single type of non-brand search term that

john:

showed up that got a conversion I added in here and found out that was dumb.

john:

It was a big learning experience for me.

john:

Here's what I mean by this it's super, super, super important.

john:

The reason why this hanging patio chair withstand the reason why

john:

this is a keyword that I add.

john:

Was because that was a search term that came in that matched to hammock.

john:

And one, I was like, awesome.

john:

Why don't I add that as a, as a keyword that failed oversized hammock search.

john:

I still get those search terms.

john:

I still get oversized hammock search terms that still went to this

john:

day when I tried it as a keyword.

john:

I don't remember exactly when.

john:

Failed for whatever reason, the keywords that we were getting at search terms

john:

the keywords that were getting at search terms, when those search terms were added

john:

as a keyword in broad, they were ignored.

john:

And then the keyword that didn't match that search term kept matching to a

john:

search term in my ads and kept winning.

john:

So it was really, really interesting is I ended up just like wasting a whole bunch

john:

of money here and there with low, clicks and low volume, because all of these.

john:

Keywords were also being, in phrase match my brand wouldn't show up.

john:

And that was all year is because my keyword that was match.

john:

It was of hammock just kept doing it.

john:

So my brand name and phrase match would not match my brand name, but

john:

my broad match that wasn't, the keyword went matched to my brand name

john:

and win crazy, crazy, crazy stuff.

john:

So what we found is that these 15 keywords I can't away from,

john:

I can't add to ad groups.

john:

I can't negative keyword.

john:

I can't keyword sculpt is gonna just run really, really well.

john:

So I just built five other campaigns alongside.

john:

But that was a really good learning point is if I ran S Scags, impossible,

john:

keyword sculpting as possible, multiple ad groups will run, but you're gonna

john:

find out that one keyword that is having good performance is matching to a search

john:

term that is matching another keyword in another ad group that now is not running.

john:

it's a weird paradigm.

john:

So when you run broad one campaign, one ad group, if it works, it works.

john:

You can spend $80,000 on 15 broad keywords that give you 2 million in results.

john:

It's just gonna run like that.

john:

So.

john:

All right.

john:

Great.

john:

Thank you, John.

john:

We still have pending that thing about the geographical area.

john:

Do you wanna cut space right now?

john:

Yes.

john:

Perfect.

john:

The question says, does it mean that this strategy, the bidding broad

john:

match with TCPA works best when used in a small geographical area?

john:

Yes.

john:

I wouldn't do TCPA, but yes, small geographical areas.

john:

It does work really well.

john:

Because remember when you think about it, one of the things

john:

you're gonna need to have is high amount, inbound search volume.

john:

If you don't have a high amount of inbound search volume, this doesn't work.

john:

The only way to do that is with broad, especially if you're talking about a

john:

small geography, this is not a glitch.

john:

I'm interrupting the video you're watching, because I need to

john:

remind you that I'm always looking for people to join our team.

john:

So if you're passionate about Google ads and you wanna work with the best

john:

Google ads agency on the planet, please go to so late.com/apply.

john:

Speaking of working with the best Google ads agency on the planet, if you're having

john:

trouble with Google ads and you want professional help, that's what we do.

john:

You can go to so late.com that's S O L eight.com to apply for your

john:

free no obligation action plan.

john:

And if I've.

john:

Any level of value at all.

john:

Maybe think about giving me a thumbs up and subscribe to our channel.

john:

That's how we juice the YouTube algorithm.

john:

So they actually know that I know what I'm talking about.

john:

If you have questions, comments, concerns, or confessions hit

john:

me below in the comments.

john:

And now back to your regularly scheduled program, I'll just ask straight out.

john:

Hello, John.

john:

What's up, man.

john:

All right.

john:

You talk about regional.

john:

So I've got someone regional to about 12 counties, Northern California,

john:

very rural and Gabby and Mike and I have been talking about it.

john:

The challenge is they're for people with really slow internet to get

john:

better internet They wanna reach people online who have trouble being online.

john:

about how they can help 'em their online . And I mean, some of 'em they're

john:

gonna be searching on their phone.

john:

Cause they don't have that type of situation.

john:

But my question is on, that regional, does it have to drill down further

john:

from the yes, I'm because it really is.

john:

It is a footprint and five blocks outside the footprint that doesn't work cause what

john:

they don't wanna do is have a negative.

john:

Response.

john:

in that, Hey, come on over.

john:

It's great.

john:

And then they come over and you're like, yeah, we don't sell to your situation.

john:

And some of what you were talking about earlier where like the prefab buildings

john:

in Arizona, if you ran into where people are, like, I really want this.

john:

Yeah.

john:

You can't have it.

john:

Yeah.

john:

So guess it's an open ended question of both regional and then service

john:

not available if it goes creeps outside that region, even within that.

john:

Yeah.

john:

So Google is gonna creep outside of their region just by default,

john:

because Google is going to essentially say people in or frequently in

john:

that's as close as we can get.

john:

So if they travel from the outside and go to the inside.

john:

Yes.

john:

But the way that we would stop those users from reaching through the

john:

form is by having a selector switch that says, what zip code are you in?

john:

And then they could even select that if they.

john:

And two things and it takes a little bit of development, but it's not difficult

john:

if they select a zip code that is outside of the area, it goes to a page that

john:

says so, sorry, we don't service you.

john:

That thank you.

john:

Page is not counted as a lead.

john:

And those leads don't go to the user.

john:

But if they select one that goes to a different page, it says, yes,

john:

you're actually, services available.

john:

And here's how to get started and scheduling your time, blah, blah, blah.

john:

That lead will pass through to their CRM.

john:

Plus we can see it inside of Google ads.

john:

It's conversion, which Google will, start to optimize towards.

john:

So there's a, digital restriction we can put on that that will help them only

john:

see leads that are viable, and also only target people that are viable that will

john:

give a feedback loop back to Google.

john:

It's not perfect, but no digital marketing is, I mean, without literally going door

john:

to door or mailers or carrier pigeon, we're not gonna reach those people.

john:

Now the online thing if they're having trouble.

john:

Getting online.

john:

That's hard.

john:

If they already have some sort of a small internet access, we can reach

john:

them anywhere in the digital landscape.

john:

Display covers 90% of the world with who have internet access though.

john:

And if their internet access is, as long as they can get to the internet, even if

john:

it's slow and spotty, we can reach them.

john:

But yes, it might be stolen spot.

john:

All right.

john:

Only goes real world example.

john:

We're gonna have to deal with it in about six weeks.

john:

So thank you.

john:

Sounds good.

john:

Okay.

john:

Thank you.

john:

Cool.

john:

Is looking at search terms and keywords relevant for both e-commerce and leg gen.

john:

E-commerce less often because you can have a search term that doesn't look right, but

john:

if they buy, who cares it's more about the person that is trying to buy rather than.

john:

search term that they use that time.

john:

Also, if you're using a attribution model, that's first click, it may have

john:

been the irrelevant point in their journey that they found out about.

john:

If it's last click, it could be the last thing that they Googled and finally

john:

said, Hey, I just can't find out what I'm looking for, but this is sufficient.

john:

So you have to think about the attribution model you're using inside of the account.

john:

That's going to give you the feedback about where that person converted.

john:

Now, if you have a lot of spend to an irrelevant search term and no

john:

sales, then yes, you can negative.

john:

Just know that negative is going to go broad, but it's something Google

john:

will start to push away on its own.

john:

It says, Hey, we keep spending it here and I'm not maximizing my conversions.

john:

Cuz conversion coming in here, it'll actually whittle itself off of that

john:

keyword without you having to negative it.

john:

That's the beauty of it running broad, but you can negative keyword if you

john:

want to just use it very sparingly.

john:

Because it's something that is gonna damage positive keywords now for

john:

lead generation is purely quality.

john:

Again, for reasons, what path in the journey are you tracking?

john:

And are you gonna make decisions off of one person's journey that was

john:

probably off from the start or maybe found out that there was a better

john:

solution to what they were looking for.

john:

So if you look and say, Hey, this is a slightly irrelevant

john:

conversion, but the lead is good.

john:

Keep going.

john:

Because if you exclude that keyword or that search term, you're possibly taking a

john:

chunk of people that Google has knowledge about out and throwing it out the window.

john:

Right.

john:

Thanks, John.

john:

Regina had her hand up.

john:

Do you wanna go ahead, Regina?

john:

Hi.

john:

So it sounds like what you're talking about is broad automation,

john:

so, correct me if I'm wrong.

john:

Yeah.

john:

Okay.

john:

So I remember there was this huge push for broad automation, like a few months

john:

ago, or maybe it was late last year and that, and broad automation is great.

john:

And the company I'm just trying to learn from history here, because

john:

what happened was the company started just using broad automat.

john:

always mm-hmm because it's a lot easier than using, exact match in manual CPC

john:

or phrase match in manual, whatever.

john:

So then we started realizing, oh, if it's a new search campaign, it has no history.

john:

And your budget's only like 10 K.

john:

It really doesn't work right away with broad match, broad automation.

john:

Like we really need to do the hard work and comb through some of these keywords

john:

ourselves, because it could take a year for the algorithm to figure it out

john:

and hemorrhage money in the meantime.

john:

So I just want to make sure that we're talking about when to use

john:

this and when not to use this.

john:

So that everyone doesn't just start using it again.

john:

And we had that same problem.

john:

Yeah.

john:

And then what's interesting is that kind of goes back to the

john:

point where there has to be high volume and high amount of activity.

john:

If we say, Hey, we have a 10 K per month budget and we have

john:

these other six campaigns like shopping and dynamic marketing,

john:

YouTube that are like a good focus.

john:

You're not gonna have enough money left over inside a pure broad to

john:

get the, the Cardinal rule of high.

john:

You purposely said, Hey, this campaign needs a lot of high volume.

john:

It needs time.

john:

And what I would think I was saying is like two to three weeks.

john:

So high spend high volume, and then see high activity.

john:

This will work forever high volume.

john:

You have to have a high budget.

john:

High amount of activity needs to be a massive amount of inbound search volume.

john:

And then the high activity, if there's no conversions for weeks and weeks and.

john:

Then you shut it off.

john:

So what I was saying is this isn't a solve, but it's a good test.

john:

So a person that has a well established industry like debt consolidation, or

john:

buildings to a large geographical region, I E state or country, and there is a

john:

high amount of that amount traffic this will pick and choose and get better

john:

over time With where that's working.

john:

But if we say, Hey, it's kind of an odd service offering.

john:

There's not a lot of search traffic.

john:

We have low budgets that goes against what broad needs.

john:

So for example, the one client I shared that brought, worked well and it was able

john:

to cut its own cost for conversion in half, without it being touched was in

john:

Hong Kong for people looking for gyms.

john:

That's beautiful.

john:

That's perfect.

john:

That's exactly what I want.

john:

High populated area established industry, a lot of inbound service traffic.

john:

I saw activity come in day one.

john:

Perfect.

john:

that's the carbon rules, but by giving it too low of a budget, we're killing our

john:

high volume high activity kind of rule.

john:

Okay.

john:

Just one more.

john:

In the chat it says, does the broadband type perform well with

john:

manual CPC for low volume keyword?

john:

I have not seen that yet.

john:

That was one thing is I've never been able to make manual and broad work

john:

because the reason why broad works is because when you use a automated

john:

bidding strategy, it's about the person when you use manual bidding

john:

strategy, it's about the placement.

john:

So what you're doing with manual CPC and broad search is, Hey, no

john:

matter how irrelevant these people are, pay 38 cents for every single.

john:

And if there's no people relevant there, your activity does not change from day to.

john:

It still says, yeah, I still didn't get a conversion, but that's not what you asked.

john:

You asked me to pay 38 cents for all this irrelevant traffic.

john:

I paid 38 cents.

john:

Why are you complaining when you say maximize conversions?

john:

It says, okay, well, we tried that keyword didn't work.

john:

I'm not maximizing conversions.

john:

Just try a different keyword.

john:

I see conversions there.

john:

Keep bidding there.

john:

Where else can we go?

john:

So it learns by the bidding strategy of what you're asking me to do.

john:

Find everybody that's alive on Tuesday.

john:

That's gonna convert.

john:

Okay.

john:

Well, broad is gonna find everyone that's alive on Tuesday.

john:

And get you either conversions for the most amount of converge you

john:

can have for your budget or not paying over what you need to for

john:

that conversion, which is T CPA.

john:

We're gonna be talking about bidding strategies and how they

john:

affect every campaign type.

john:

And I want everyone to develop a deep understanding of how Google

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