When Using Broad Match Keywords Is A Good Or Bad Idea For Cost-Effective Lead Generation

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Author: | Digital Marketing Experts

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  • PPC

As a PPC account manager, match types are necessary tools in the arsenal. As we discussed in a previous post, ensuring that keywords of different match types are prioritized properly is vital to accurate and efficient data gathering.

What about when starting a new account? Should all match types be used out of the gate? The simple answer is yesmostlysort of. OK, maybe avoid a simple answer here. Let’s take a quick look at a few scenarios I’ve run across and which match types are appropriate for each.

When to Use Broad Match Modified Keywords:

  • Looking to scale or expand
  • Looking for additional keyword options without losing relevance
  • Willing to accept small to medium levels of erroneous traffic
  • Maintain heavy and consistent doses of negative keyword additions to keep traffic quality in check

When to Use Broad Match Non-Modified Keywords:

  • Looking to scale or expand exponentially
  • Looking for additional keyword options
  • Willing to accept medium to large levels of erroneous traffic
  • Maintain heavy and consistent doses of negative keyword additions to maintain some level of traffic quality

In general, broad match non-modified keywords can be useful initially to gain new insights into potentially relevant keywords, but using them in the long term is usually a bad idea — unless you have endless piles of gold to shovel into your campaigns.

Digital Marketing Experts

This was written by one of Straight North’s digital marketing experts. Our team stays up to date on the latest digital marketing trends and best practices to inform our audience and create strategies that deliver results for our clients.

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