In another attempt to take control back from the advertiser, Google is recommending the use of broad match keywords in Smart Bidding campaigns. “If you’re using Smart Bidding, we’ll identify existing keywords that are likely to improve performance if you switch them to broad match,” Google said in their Monday blog post. While this would certainly give the AI more information to do its thing, it is another step towards more data going into the black box that marketers need to understand what works and what does not. Previously, you would not dream of putting in broad match keywords. However, if Google gets it right this time, we may be knocking on that door.

To test, or not to test?

As always, ES is testing. We will certainly be exploring this new recommendation and how it can benefit our clients. Our prediction is that we’ll find success in adding broad match keywords to ad groups however, still utilizing Smart Bidding which will guide the overall strategy rather than making a complete switch. In higher education, we need to be careful as to not pay for clicks from people searching for jobs, receive dental work, or to get plumber to fix their leaky faucet. Although this recommendation poses some glaring concerns to budget-conscious advertisers, Google has shown that their adjustments can prove mutually agreeable under the right circumstances. Let’s find out.

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