Pro tip: I see people still using broad match keywords for direct response campaigns.

I've seen a 60% drop in CPA when I switched to phrase and exact match after a test last quarter. Anyone else find broad match just burns budget without driving real conversions?

3 comments

3 Comments

gavin_hill272mo ago

Nah, broad still works fine for me. @kim693, maybe your setup is off.

avery_lopez1mo ago

Honestly, I have to push back hard on this. Broad match is still a solid tool if you know how to handle it right. Tbh, it's all about having a really tight negative keyword list and letting the smart bidding do its thing. @kim693, I get the frustration, but sometimes the issue is being too scared to let the system learn from more data. I've seen broad match pull in new, converting search terms I would have never thought to add myself. Writing it off completely just feels like leaving money on the table now.

kim6932mo ago

Ugh, tell me about it. Broad match can feel like just throwing money into a void sometimes. I had to learn that lesson the hard way too, with a lot of wasted spend before I tightened things up. Your results with phrase and exact totally line up with what I've seen. It really is a game changer for getting actual leads or sales instead of just clicks.