If you’re running Google Ads campaigns, you’ve likely come across broad match keywords. They’re often marketed as a simple way to expand your reach and increase impressions—but for brands working with limited ad budgets, whether you’re small, medium or a large enterprise, broad match keywords can become more of a liability than a lifeline.
Using broad match keywords in Google Ads is like setting sail without a compass. You may catch the wind and reach a destination, but it likely won’t be where you intended to go. You might spend all your resources/budget in just getting there. In this post, we’ll explore why broad match keywords can be inefficient for any business and how to optimize your Google Ads campaigns to stay on course and maximize ROI.
The Risk of Wasted Spend with Broad Match Keywords
Broad match keywords trigger your ads for a wide range of related, and more often, unrelated search terms. For example, if you’re a local candle maker targeting the broad keyword “candles,” your ad might show for searches like:
- “candle holder DIY”
- “birthday party gifts”
- “how to make candles at home”
While these terms share a loose connection to your product, they’re not aligned with purchase intent. That means you’re paying for clicks from users who were never likely to buy – causing your ad spend to drift off course.
For businesses with limited resources (Ie. any marketing budget ever created – Thanks CFOs), every marketing dollar matters. Paying for irrelevant clicks is the equivalent of leaking money through holes in the hull. The looser your match type, the more you risk wasting your limited budget on traffic that doesn’t convert.
Diluted Ad Relevance = Lower Engagement
The broader your keyword targeting, the more diluted your messaging becomes. When your ad appears for loosely connected queries, the content may feel irrelevant or generic to the searcher. This can lead to lower click-through rates (CTR), reduced Quality Scores, and ultimately—higher costs per click (CPC).
In other words, you’re not just sailing off course—you’re losing momentum in the water, and your ship’s efficiency is taking a hit.
How to Optimize Broad Match Keywords (Without Going Overboard)
If you’re still set on using broad match keywords in your Google Ads strategy, there are ways to make them more effective:
1. Use Smart Bidding
Pair broad match keywords with Smart Bidding strategies (like Target CPA or Maximize Conversions). Google’s machine learning can help determine which broad searches are most likely to lead to conversions based on your goals and historical data. If you’re currently running broad match without smart bidding, implement it immediately or pause all broad match types.
2. Add Negative Keywords
This is your navigation system. Use negative keywords to block irrelevant searches. For example:
- Exclude “DIY” or “tutorial” if you’re only selling finished products.
- Exclude “cheap” or “free” if you’re offering premium handmade goods.
But keep in mind that even while implementing negative keywords, you will need to continue implementing them on a very regular basis to ensure proper campaign segmentation and to ensure you’re not showing up for new and emerging search queries that aren’t relevant to your business.
3. Refine with Keyword Modifiers
Although broad match modifiers have been phased out, you may still be able to control broad match queries by including more specific and qualifying terms in your keyword phrase, such as; “buy scented candles” instead of just “candles”.
4. Monitor Search Terms Frequently
Yes we said it above and we’re saying it again! Regularly check the Search Terms Report in your Google Ads dashboard. This helps you identify irrelevant matches early and plug those leaks with negative keywords or keyword match type adjustments.
The Safer Route: Use Phrase Match and Exact Match
While broad match keywords may seem like a quick way to reach a wide audience, using phrase match or exact match is often a better long-term strategy for advertisers. These match types allow you to target highly relevant search queries, making sure your ad spend is used effectively. It is highly recommended to use Exact match keywords when you start advertising on Google—these terms should immediately reflect what you want to sell or encourage customers to do or discover on your website.
- Exact Match Example: [hand-poured soy candles]
- Phrase Match Example: “buy handmade candles”
Conclusion: Don’t Let Broad Match Drag You Off Course
For advertisers running Google Ads, relying on broad match keywords can be an expensive detour. With a limited ad budget, you can’t afford to let your campaign drift into irrelevant waters.
Instead, steer your strategy with intention: use negative keywords, Smart Bidding, and refine your keyword targeting to stay focused on what truly matters—connecting with high-intent customers and driving real business growth.
In the vast sea of digital advertising, smart keyword strategy is your anchor. And with the right approach, even small ships can sail far.
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