Optimizing PPC Performance in 2024: Navigating Broad Match and Value-Based Bidding in Google Ads

Optimizing PPC performance with value-based bidding using broad match.

We’ve all been bombarded with Google Account Rep requests to “flip the switch” on broad match targeting, but most regard this advice as Google’s forced attempt to increase ad spend by spending on a wider range of keywords.  Is this the case? Or is broad match the actually the way of the future? 

The answer is maybe a little bit of both. Truly, there are ways to make it work for any account, and it can supplement existing paid search strategies that rely on robust match typing.  

In 2024, integrating Broad Match keywords with value-based bidding in Google Ads signifies a remarkable evolution in the paid search strategy. This combination has reshaped how pay-per-click campaigns are optimized for wide reach and keyword discovery while maintaining efficiency. 

Understanding Broad Match with Value-Based Bidding

A network of social media icons on a dark background, emphasizing the concept of connectivity and inclusivity through a broad match.
  • Value-Based Bidding Mechanics: Value-based bidding, such as Maximize Conversion Value or Target Return On Ad Spend (ROAS), optimizes bids based on each conversion’s value. It’s not just about counting conversions but quantifying their economic impact. 
  • Combining with Broad Match: Broad Match keywords are designed to maximize reach by showing ads for searches closely related to your keyword. This includes variations and related terms. Broad Match can capture a wider range of potentially valuable conversions when paired with value-based bidding. For instance, a Broad Match keyword like “laptop accessories” could trigger ads for diverse searches such as “best gaming laptop cases” or “affordable laptop bags.”
  • Implementing Conversion Value Rules: Implementing Conversion Value Rules in Google Ads can be vital. These rules allow you to inform Google of how you value traffic based on conditions like location, audience, and device. This granular data helps Google’s Smart Bidding algorithms to optimize bids for valuable conversions effectively.
  • Impact on PPC Performance: Research by Google and independent agencies shows that Smart Bidding with Broad Match can significantly increase conversions. Google suggests an average conversion increase of 30% at a similar CPA. Agency tests have found a median uplift of about 19% in conversions, demonstrating that while Broad Match expands reach, value-based bidding optimizes traffic for value, not just volume.
  • Operational and Strategic Advantages: This strategy aligns with Google’s focus on quality and total conversion value. It allows advertisers to optimize campaigns more accurately to their business goals, targeting revenue, profit, or customer lifetime value.

Broad Match keywords used with value-based bidding strategies in Google Ads emerge as a powerful tool for advertisers in 2024. This approach enhances reach and ensures profitability and alignment with business objectives. Additionally, as we approach the convergence of search, shopping, and other Google Products with the search generative experience, broad match will play an important role in all campaign types.  

For effective implementation, it’s crucial to set up accurate conversion tracking and pair Broad Match keywords with appropriate automated bidding strategies. Starting with a test campaign to gauge performance and making data-driven adjustments based on initial outcomes is recommended. Monitoring the search query report and making necessary exclusions are key to refining the strategy. The goal is to balance Broad Match’s extensive reach with the precision of value-based bidding to achieve optimal PPC performance.

Here is a deep dive into modern broad-match keyword targeting if you are unsure about testing broad-match keywords in your account.  

Delving Into Broad Match in Google Ads

An illustration of a scale of justice on a green background with broad match keywords.

Broad Match, Google Ads’ versatile default match type, is akin to a multifaceted tool in your advertising toolkit. It’s designed to showcase your ads for searches that encompass a variety of permutations, including misspellings, synonyms, and related searches. 

The transformation of the Broad Match algorithm over the years is nothing short of remarkable. In 2024, it reached new heights of intelligence and contextual awareness thanks to significant strides in machine learning and natural language processing. 

Broad match advancement ensures a more astute understanding of user intent and places your ads in the most relevant spots, akin to having a digital detective working behind the scenes in your campaigns.

Why Broad Match Reigns Supreme in 2024

An illustration of a rocket flying over a yellow background, showcasing broad match.

Increased Traffic and Visibility

Broad Match is the megaphone of your advertising efforts on Google Ads. It amplifies your reach in search, capturing a wide array of search queries, thus escalating your ads’ visibility. The large amount of qualifying terms helps to inform automated bidding what keywords lead to conversions faster, so while visibility and traffic increase, so do conversions.

Audience Insights

Observing the audience helps reveal how they search for products or services. This intelligence is invaluable for refining marketing strategies.

Time Efficiency

In the fast-paced world of digital marketing, time is a luxury. Broad Match saves you time on exhaustive keyword research by covering a broad spectrum of relevant queries. Broad match campaigns act as keyword discovery, mining relevant queries you can use for high-intent search campaigns.  

Enhanced Machine Learning and Conversion Optimization

A yellow megaphone with colorful circles and dots, designed for broad match marketing campaigns.

The advancements in algorithms in 2024 have turned Broad Match into an intelligent tool, ensuring more relevant matches and minimizing expenditure on clicks that don’t convert. It goes hand in hand with what we see with DSA being migrated to Performance Max and the introduction of Page Feeds in PMax and Search Themes. 

To make Broad Match work for you, consider the following: 

Tactics for Broad Match Usage:

  • Negative Keywords: Negative keywords are the gatekeepers of your ad campaign, crucial for keeping irrelevant searches at bay. Regularly updating this list is vital to maintaining the health and efficiency of your campaign. 
  • Performance Monitoring: Monitoring the Search Terms report is akin to conducting a health check-up for your campaigns. It provides insights into ad performance and areas for improvement.
  • Leveraging Smart Bidding Strategies: Utilizing Google’s automated bidding strategies like Maximize Conversion / Value strategy or capped versions, tCPA, and tROAS.  

Broad Match in 2024: A Formidable Asset

A colorful pie chart with different shapes that demonstrates the broad match keyword.

In 2024, Broad Match in Google Ads will be a formidable tool, offering both flexibility and reach. Constant advancements in AI and machine learning have significantly enhanced its efficiency and effectiveness. By deeply understanding its mechanics and strategically implementing it, marketers can substantially boost their online presence and achieve their business goals.

Best Practices for Broad Match in 2024:

  • Quality Score: Your ad’s quality score is a crucial metric that indicates the relevance of your keywords, ad copy, and landing pages. Maintaining a high score is essential for campaign success.
  • Contextual Targeting: Understanding your target audience’s context, including factors like dynamic insertions for keywords and location.  Take it to the next level with additional ad customizers.  
  • Analytics Utilization: Leveraging tools like Google Analytics provide deeper insights into user behavior, guiding you to fine-tune your campaign for maximum impact.
  • Audience Targeting: Leverage search ad lists for acquisition and remarketing audiences in their respective funnels.  Pair audience targets with broad-match keywords, especially when a lack of conversion data may prevent the campaign’s progress.  
  • Exact Match Segmentation: Segment high-intent, high-converting exact match keywords into their own campaign and lean into messaging, audiences, and bidding targets for these keywords.  

FAQs About Broad Match Search Campaigns

Is Broad Match suitable for all types of Google Ads accounts? 

Broad Match is most beneficial for businesses aiming to increase traffic with a decent budget for search acquisition. Monitoring and optimizing are crucial to ensure it aligns with your business goals.

How does Broad Match differ from other match types in Google Ads?

Broad Match triggers ads for a wider range of search queries, including synonyms and related queries, offering a more comprehensive reach. It goes beyond what the semantic match of the word would typically entail.  For example, bidding on one brand can trigger broad match keywords for associated or competitor brands. 

Can Broad Match lead to irrelevant traffic for Google Ad campaigns? 

Yes, there’s potential for irrelevant traffic, but this can be effectively mitigated through continuous optimization and strategic use of negative keywords.

Broad Match And Brand Restrictions 

Brand restrictions in broad match campaigns serve a critical function: they ensure that your ads are displayed only for queries that include your specified brand name. This approach allows you to leverage the expansive reach of broad matches while staying within the confines of your brand guidelines. It’s a way to grow your audience without diluting your brand’s presence.

In the simplest terms, brand restrictions ensure that your broad match ads appear only for searches that include the brands you’ve selected. 

The mechanism behind brand restrictions operates through brand lists. When creating a brand list in Google Ads, you select specific brand names you wish to target or exclude. This method differs from traditional keyword targeting as it focuses on brands, encompassing information about organizations, trademarks, goods, or services with consistent branding.

You can create a brand list by navigating to the Shared Library in Google Ads and adding your target brands. If a brand you’re looking for isn’t available, you can request its addition to Google’s list. This inclusion process might take a few weeks, but it’s a valuable option for tailoring your campaigns to specific brand-oriented objectives.

There are strategic ways to use these brand lists. For instance, you can create lists for your main brand, sub-brands, or related products. This segmentation allows for more precise targeting. Interestingly, you can also consider including your competitors’ brands in your lists. This opens up avenues to target users searching for your competitors, potentially drawing their interest in your brand.

Broad Match 🎯 + Value-Based Bidding 💰 + Brand Restrictions 🔒 = Ultimate PPC Wizardry 🌟

Wrapping It All Up With Broad Match Targeting 

Staying informed and adaptable is key to leveraging the full potential of Broad Match in Google Ads. This fusion is more than just a tactical change; it’s a revolutionary approach to reshaping the landscape of PPC and offering us marketers a fresh perspective on harnessing the power of online advertising.

Broad Match has significantly transformed, emerging smarter and more contextually aware. Its ability to sift through the vast ocean of Google searches and capture diverse potential customers is impressive. We’re discussing a tool that can handle variations like misspellings, synonyms, and related searches, demonstrating its indispensability in a modern marketer’s arsenal.

The strategic advantages of this approach are immense. By aligning more closely with Google’s focus on quality and conversion value, advertisers can tailor their campaigns with pinpoint accuracy, targeting crucial KPIs like revenue, profit, or customer lifetime value. In synergy with value-based bidding, Broad Match isn’t just about broadening our reach; it’s about doing so in a smart and profitable manner. The balance between Broad Match’s extensive reach and the precision of value-based bidding is key to achieving peak PPC performance, ensuring enhanced visibility, higher conversion rates, and better alignment with overarching marketing goals.

As we wrap up, it’s essential to highlight the foundational steps for leveraging Broad Match effectively in Google Ads. Accurate conversion tracking, clear conversion value rules, and pairing Broad Match keywords with suitable automated bidding strategies are non-negotiable. 

Moreover, the willingness to experiment, adjust, and refine strategies based on data-driven insights is crucial. Regularly reviewing search query reports and staying abreast of the latest trends and updates are practices every marketer must embrace to excel in this field.

Integrating Broad Match and value-based bidding in Google Ads marks a significant advancement in digital marketing. As we navigate this dynamic landscape, embracing these innovative tools and techniques is vital for staying ahead of the curve and achieving success in our digital marketing endeavors.

Maximizing the Impact of Google Ad Grants: Effective Management Strategies for 2024 

Discover effective management strategies for maximizing the impact of Google Ad Grants in 2020.

In nonprofit marketing, the Google Ad Grants program emerges as a beacon of opportunity, offering up to $10,000 per month in advertising credits on Google Ads. 

In recent years, nonprofits like Blueprint for All, All Hands and Hearts, and To Write Love On Her Arms have demonstrated the transformative power of effectively managed Google Ad Grants. These organizations leveraged the grants to increase web traffic, drive donations, and boost online sales, showcasing the program’s potential in supporting diverse nonprofit goals.

To help nonprofits navigate the intricacies of the program, let’s explore  maximizing the impact of Google Ad Grants, transforming them from a free account for nonprofits, to a foundational tool for paid search for small to medium size nonprofits. 

Enrollment and Compliance with Google Ad Grant Accounts

Enrolling in the Google Ad Grants program is a beneficial step for nonprofit organizations, providing access to up to $10,000 per month in Google Ads advertising. To successfully enroll and maintain compliance with the program, organizations need to follow specific guidelines:

Enrollment Process

  1. Google for Nonprofits Account: Nonprofits must be enrolled in Google for Nonprofits  to qualify for Ad Grants.
  1. AdWords Account Configuration: An existing AdWords account must be set up to receive Google Ad Grants, and requests for billing information should be ignored.
  1. Customer ID: Organizations need to find their AdWords Customer ID and learn how to add an Administrator to their Google for Nonprofits account.
  1. Eligibility Check and Application: Nonprofits must check their eligibility and follow the instructions provided on the Google Ad Grants how-to-apply page. This includes signing into the Google for Nonprofits account, enrolling under the Google Ad Grants product, entering the Customer ID, and completing the application.
  1. Ad Grant Compliance: Nonprofits, once approved, must maintain ad grant compliance by meeting performance goals and following account rules specific to Google Ad Grant program accounts.  These are:
  • Campaign & Ad Group Rules:
    • A minimum of two sitelink ad extensions must be included.
    • Geo-targeting must be enabled.
    • Only paid search ad campaigns are allowed.
    • The account should have a minimum 5% click-through rate (CTR) for the past week.
    • Two ads per ad group.
  • Keyword Rules:
    • No single-word keywords (except for brand names, medical conditions, and a few other exceptions).
    •  Keywords must not have a Quality Score of 1 or 2.
    • Avoid overly generic, single-word  or trademarked keywords.
  • Bidding Rules:
    • Manual bids cannot exceed $2.00.
    • Strategies like Maximize Conversions, CPA, and ROAS can set bids above this limit.
    •  At least one campaign must be set to Maximize Conversions with relevant conversion data in the account.

These guidelines ensure that nonprofits can effectively use the Google Ad Grants program to expand their reach and impact. For the most current and detailed information, it’s recommended to regularly consult the official Google Ad Grants support page.

Maximizing the Impact of Google Ad Grants: A Not-So-Secret Weapon for Nonprofits

Hey there, nonprofit crusaders! Are you ready to dive into the world of Google Ad Grants without dozing off? Buckle up, because we’re about to take a not-so-boring journey into making these grants your new best friend.

 Why You Should Care About Google Ad Grant Management (Seriously, It’s Important)

Alright, let’s get real for a second. Google Ad Grants are like finding a treasure chest in the world of nonprofit marketing. We’re talking about up to $10,000 per month in free advertising on Google Ads. That’s a lot of zeros, folks! But here’s the catch – it’s not just about getting the grant; it’s about being able to make it work. 

Stay Out of Google Jail

First things first, Google’s got rules, and they enforce these on a routine basis. Slip up, and the grant can be suspended and even revoked.  Managing your ads properly means playing nice with Google’s policies. 

Squeeze Every Drop from Your Ad Budget

Imagine having a limited budget (oh wait, you probably don’t have to imagine). Every cent counts, and with smart management, you can turn those Google Ad pennies into nonprofit gold.

The Numbers Don’t Lie

If you’re not tracking how your ads are doing, you’re basically driving blindfolded. Monitoring and analyzing your ad performance is like having a marketing GPS – it guides you to make smarter, data-driven decisions. Make sure you have conversion tracking set up properly for whatever KPIs you are tracking (donations, signups, etc.). 

Top Tips for Google Ad Grants

Keyword Research

Keywords are the secret sauce to connecting with your audience. It’s like knowing the magic words to open a hidden door. Determine high volume keywords across the funnel that are relevant to your goals, both brand and non-brand keyword, and start thinking about ad copy and landing pages that are relevant to these keywords. 

Ad Copy

Strong calls-to-action and benefit highlights are your best friends here. Utilizing keywords in headlines and descriptions, and be sure to include branded elements, dynamic components, and UVPs, testimony, and impact statements to help increase ad relevance and click-through rate. 

Monitor and Analyze

Keeping an eye on your ad performance is a no brainer, but you have to be a bit more diligent with a grant account. Use scripts to help keep track of compliance or help turn things off when rules are broken.  For example, a script to pause all keywords with a Quality Score of 1 or 2 in the last 30 days. 

Test and Refine

Test different ad formats and pinnings with RSAs, but also test DSAs, adding audience  lists for both prospecting and retargeting audiences.  Additionally, consider running both Broad and Exact match dedicated campaigns to help drive volume and conversions steadily. These are just a few big picture tests. 

Really, create a testing schedule based off anything that you may observe in performance, like an audience that might be really strong could benefit from personalized messaging, or maybe a certain geo performs at a much better tCPA than the rest of the target locations.  Testing should be a continual process.  

Call in the Pros

Managing Google Ad Grants can be different from managing other types of paid search accounts.. If it’s not what you’re used to, consider bringing in a Google Ad Grants Certified Professional

Google Ad Grant Management Wins

In 2023, several nonprofits successfully utilized the Google Ad Grant, showcasing its potential in boosting online visibility, engagement, and fundraising. Here are some notable examples:

Blueprint for All

This inclusion charity, formerly known as the Stephen Lawrence Charitable Trust, faced challenges due to a name change, leading to a loss of search traffic. They sought to generate awareness for their educational content. In partnership with Climbing Trees, they implemented a Google Ads campaign, focusing on brand terms and promoting diversity and inclusion content.

This approach resulted in a significant increase in web traffic, achieving a 14% Click-Through Rate on specific campaigns, especially during Black History Month. Over time, they utilized the full budget of the account,  which led to over 64,000 unique site visits and a 2,866% increase in overall conversions. 

All Hands and Hearts

Focusing on disaster relief and recovery, this organization used the Google Ad Grant to raise $15,000 in donations over 90 days. They achieved a 5x increase in average donation value and an 89% decrease in cost-per-conversion. Their marketing efforts were geared towards quickly raising funds for disaster relief while enhancing online visibility and brand awareness. 

To Write Love On Her Arms (TWLOHA)

Dedicated to supporting people struggling with depression, addiction, self-injury, and suicide, TWLOHA leveraged the Google Ad Grant to drive significant eCommerce sales. In just 3 months, they achieved 1,000 purchase transactions generating over $50,000 in sales, and in one year, they saw an increase of over $174,000 in online revenue. 

These examples highlight the diverse ways in which the Google Ad Grant can be effectively used to support various nonprofit objectives, from increasing donations and web traffic to enhancing brand visibility and driving specific campaign goals.

Google Ad Grant Management Takeaway

In the end, Google Ad Grants can be low hanging fruit for your nonprofit’s digital efforts,  but only if you manage them like a pro. Set clear goals, do your homework on staying compliant in the account, cast a wide net of brand and non-brand keywords, and keep a close eye on performance. And hey, if you need a hand, don’t be shy about reaching out for some help.