The new broad match allows you to take advantage of unique signals that aren't available with other match types .
Example of a signal used for partial matches only
User's recent searches
Landing page content
Other keywords in your ad norway phone number library group (to better understand keyword intent)
support.google.com
About keyword match types - Google Ads Help
Keywords are words or phrases used to match your ads with what people are searching for.
By using signals that are not available with other match types, broad match is thought to be more likely to display ads that are more suited to the user's intent and situation.
Use with Smart Bidding
It is recommended that you use broad match in conjunction with conversion-focused Smart Bidding .
Smart Bidding
Machine learning can optimize bids for each auction with an emphasis on conversion numbers and conversion values.
Only highly relevant search terms are eligible for bidding, making it easier to achieve high relevance even with partial matches.
Combined with these characteristics, we believe that expansion in directions that are likely to lead to poorer results will be limited, increasing the likelihood of performance improvement.
result
Customer information
Industry: General cosmetics EC
Target campaigns: Campaigns with multiple brand name keywords (hundreds of brands)
Bidding strategy: Maximize conversion value (target return on ad spend)
Overview of implementation
Partial match was implemented in a campaign that included multiple cosmetics brand name keywords.
Conventional
Brand word x generic word combination / phrase match, exact match
ETA: Ad copy can be changed for each keyword using the Ad Customizer
After introduction
Brand word single word/ partial match only
Use keyword insertion function in ad copy in RSA
