Bidding Strategies for Broad Match Keywords Part 1

John: 00:00:11

Negative keywords are now very dangerous, very dangerous.

John: 00:00:15

Google will allow you to add negative keywords as mash types.

John: 00:00:18

and then bidding strategies, the bidding strategy for broad is it works a lot

John: 00:00:24

better with running wide open is what I like to put, like to call it no T CPA

John: 00:00:28

and no Roaz at least for about 60 days.

John: 00:00:33

The reason being is that it's learning the.

John: 00:00:36

It's not learning the search term.

John: 00:00:38

That's why the search terms don't really make sense, but the results still come in.

John: 00:00:41

It's learning the people.

John: 00:00:44

And then it says whatever that person searches, eh, less important.

John: 00:00:48

Why?

John: 00:00:48

Well, there's not a big group with them.

John: 00:00:50

They're all spread out.

John: 00:00:52

This person wanted a, a cheap email.

John: 00:00:54

This one was searching in Spanish for a search, but I didn't make one.

John: 00:00:58

And that's what was really interesting.

John: 00:00:59

It was just broad match and T CPA.

John: 00:01:02

That's it?

John: 00:01:03

This thing just grew legs on its own.

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The broad match will match to the brand.

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It, it wasn't in this campaign, it was in a different campaign

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or a different account.

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And I'll share that with you all hear But the broad match will

John: 00:01:13

sometimes give a false positive.

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And if the client finds it it's game over for us, but if we

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find it it's, it's good for us.

John: 00:01:19

So in these search terms here, what we'll see is So non-brand So I'm like,

John: 00:01:28

why is my hammock have a 5,500 grow as.

John: 00:01:31

Oh, okay.

John: 00:01:32

That's why . So it will absolutely find your brand name, even

John: 00:01:37

if the keyword's not brand.

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Why?

John: 00:01:38

Because it has the DSA element built in it, scanned the page,

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found that is broadly matched to that and actually gets conversions.

John: 00:01:44

So here you go.

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Here's more conversions and here's more clicks.

John: 00:01:47

Now I'm gonna have to go back to last year to find this, but this

John: 00:01:49

is what is really interesting.

John: 00:01:51

Hammock chair, So see how much this is happening.

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And two years ago, this would've never happened.

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Broad match would not have captured the brand name.

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so or not at this level, at least.

John: 00:02:01

So now I talking about the bidding strategies and what, more or less

John: 00:02:06

story is it made sure you have the native keyword of the brand.

John: 00:02:08

Now the bit none before we get to bidding strateg, just

John: 00:02:10

talk about negative keywords.

John: 00:02:12

Negative keywords are now very dangerous, very dangerous.

John: 00:02:16

Google will allow you to add negative keywords as match types,

John: 00:02:20

but remember, the match types are now kind of just, eh, close enough

John: 00:02:24

a phrase match, close variant.

John: 00:02:27

A hammock and the hammocks technically they're correct.

John: 00:02:29

It was a phrase match because it had hammock and hammock in

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there when it close variants.

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It's a close enough.

John: 00:02:35

So just know that when you do your, negative keywording, if you negative

John: 00:02:38

keyword a phrase, it, you essentially negative keyword abroad, match.

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So as just as wide and crazy as broad and phrases are starting to get now,

John: 00:02:50

same thing with our negative keyword.

John: 00:02:53

So sometimes we can accidentally stop a search term.

John: 00:02:56

We wanted to come in from adding a negative keyword that

John: 00:02:59

Google said, wait a minute.

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That is also that's also a thing.

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I'll give you a quick example of per solutions.

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Eight.

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We bid on pay per click advertising.

John: 00:03:07

It matched for get paid to click advertising.

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And I had an exact match by the.

John: 00:03:16

That shouldn't have happened.

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We all know that that match type shouldn't have, should have happened, but because

John: 00:03:20

Google is loosening the, the loosening the restrictions on match types.

John: 00:03:24

You also have to think about the counter of that inside

John: 00:03:26

of exact inside of negatives.

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So here's our campaign here.

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For example, when we look at just the last less in June here in June, and I'll go

John: 00:03:34

over through here, I actually stopped this because my search SHMS were, I was trying

John: 00:03:39

to do a little bit more keyword sculpting, and I just end up giving up on it.

John: 00:03:43

Right now there's does anybody know what, Gigi ads are

John: 00:03:48

they anyone know what Gigi ads are?

John: 00:03:49

Raise your hand chat, whatever it is.

John: 00:03:50

Anybody know what Gigi ads are?

John: 00:03:53

I don't either.

John: 00:03:54

Yeah.

John: 00:03:54

So Google ads, service phrase match match for Gigi ads 61

John: 00:03:57

times, and I spent $275 on it.

John: 00:04:00

Eh, close enough.

John: 00:04:02

when I negative Gigi, as my Google ad service started to tank, it started

John: 00:04:06

sudden get less and less, less clicks.

John: 00:04:08

So my negative of Gigi ads stopped Google ad service from running.

John: 00:04:13

And I negative this one.

John: 00:04:13

Isn't exact cuz it just kept happening.

John: 00:04:16

So my exact match negative stopped my positive phrase match that had nothing

John: 00:04:19

to do with each other stop showing I ended up just getting, giving up on it.

John: 00:04:22

I'm just stopping it.

John: 00:04:23

It's like as good as food.

John: 00:04:24

There's you know, Google ads, there's Gigi ads again.

John: 00:04:27

Awesome.

John: 00:04:27

That came back for fun.

John: 00:04:29

So what I found is that I'm, I'm kind of just giving up on search

John: 00:04:33

for phrase and exact right now YouTube's working with us well, but

John: 00:04:35

because we have a lot of competitors.

John: 00:04:38

that's been happening.

John: 00:04:38

So when you add a negative of something, just be very, very mindful that

John: 00:04:43

it could also stop your positive.

John: 00:04:45

and then bidding strategies, the bidding strategy for broad is it works a lot

John: 00:04:51

better with running wide open is what I like to like to call us no T CPA and

John: 00:04:56

no, Roaz at least for about 60 days.

John: 00:05:00

The reason being is that it's learning the.

John: 00:05:03

It's not learning the search term.

John: 00:05:05

That's why the search terms don't really make sense, but the results still come in.

John: 00:05:08

It's learning the people and then it says whatever that person

John: 00:05:13

searches, eh, less important.

John: 00:05:16

I know that there's a person that is.

John: 00:05:19

going to these websites that are searching these keywords that are looking at, blogs

John: 00:05:23

featuring these overlapping topics that have, also been to this, that use these

John: 00:05:28

apps that have visited these locations all that take into consideration.

John: 00:05:32

And then when they do a search, it's gonna broadly match to what you have.

John: 00:05:37

I says, yes, I know they serve something that was wrong, but they,

John: 00:05:40

we match it to your keyword because these look like the people that are.

John: 00:05:45

So when you add in a T CPA and you say, no, no, no, stop.

John: 00:05:48

All of your learning, just focus on the same keywords that focus.

John: 00:05:52

A lot of times it will work well, if there's a high amount of volume, but

John: 00:05:56

if there's not a lot of learning that went into it first, it just dies.

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Or has low performance.

John: 00:06:02

So I like to take a performance max approach where you let it run without

John: 00:06:07

a restriction, but you increase or decrease your activity per day.

John: 00:06:11

There's another company that we ran a broad match approach for it.

John: 00:06:15

And I think it was in GA three.

John: 00:06:18

The client said, Hey I wanna get $35 leads.

John: 00:06:23

And I said, okay.

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And he says, can we get there?

John: 00:06:27

And I said, sure.

John: 00:06:28

It's gonna take me a little while though.

John: 00:06:30

He goes that's okay.

John: 00:06:32

So we started this campaign.

John: 00:06:34

in this is not a glitch I'm interrupting the video you're watching because I

John: 00:06:38

need to remind you that I'm always looking for people to join our team.

John: 00:06:40

So if you're passionate about Google ads and you wanna work with the best

John: 00:06:43

Google ads agency on the planet, please go to so late.com/apply.

John: 00:06:47

Speaking of working with the best Google ads agency on the planet, if you're having

John: 00:06:50

trouble with Google ads and you want professional help, that's what we do.

John: 00:06:53

You can go to.

John: 00:06:54

So lake.com that's S O L eight.com to apply for your

John: 00:06:57

free no obligation action plan.

John: 00:06:59

And if I've.

John: 00:07:00

Any level of value at all.

John: 00:07:02

Maybe think about giving me a thumbs up and so try our channel.

John: 00:07:05

That's how we choose the YouTube algorithm.

John: 00:07:06

So they actually know that I know what I'm talking about.

John: 00:07:08

If you have questions, comments, concerns, or confessions hit

John: 00:07:10

me below in the comments.

John: 00:07:10

And now back to your regularly scheduled program, we started

John: 00:07:14

this in December of 2021.

John: 00:07:18

And I actually lost in November.

John: 00:07:19

That's what I remember when I did it.

John: 00:07:20

This was like that doesn't doesn't make sense.

John: 00:07:23

We started November in 2021.

John: 00:07:25

And in November to March, our cost per conversion was $59.

John: 00:07:32

Then through, let's say April to July, our cost per conversion is $46.

John: 00:07:39

It's 49 here in the last 30 days.

John: 00:07:42

Let see what it is.

John: 00:07:43

He's back up to 74 cause he wanted to scale.

John: 00:07:45

But what was interesting is when I spoke with him, I think

John: 00:07:47

it was in June or in June.

John: 00:07:49

I hit the goal, the $35.

John: 00:07:51

What's really interesting is if you look at the last two months compared

John: 00:07:54

to the previous two months, I lost 53% of my cost per conversion got

John: 00:07:58

43% more conversions through Through January 30th through May 31st.

John: 00:08:04

So if we look from here, though, from February 1st to this

John: 00:08:09

area here, that it went from.

John: 00:08:12

It decreased the CPA and increased the CPCs right on target to my goal.

John: 00:08:17

When I talked to him, he said, Hey, can you get me $35 CPAs?

John: 00:08:20

I said, yeah, it's gonna take me a little while.

John: 00:08:21

We'll start November.

John: 00:08:22

Well, it's gonna hang tight.

John: 00:08:23

I'll get you.

John: 00:08:24

There.

John: 00:08:24

He goes.

John: 00:08:24

Okay, cool.

John: 00:08:25

I went from about 60, down to 35, doubled everything and cost for conversions.

John: 00:08:30

I didn't touch the thing.

John: 00:08:32

. I changed the history from February, March, April, may, June.

John: 00:08:35

I didn't make one change.

John: 00:08:37

I lost half of my CPA and I double the amount of conversions.

John: 00:08:41

And I didn't make one change because I was using broad mass,

John: 00:08:44

just letting Google do this thing.

John: 00:08:45

It was a test for a client.

John: 00:08:46

So I said up one time, I said, this will work eventually.

John: 00:08:49

And I just let it go.

John: 00:08:49

It was, it was an unpaid test.

John: 00:08:50

So I didn't really care to look at it every single day,

John: 00:08:53

but I didn't make one change.

John: 00:08:55

And that was really interesting.

John: 00:08:56

It was just broad match.

John: 00:08:58

And T CPA, that's it.

John: 00:08:59

And this thing just grew legs on its own.

John: 00:09:01

Like there's so what's scary about this.

John: 00:09:04

Oh, wait to just change visuals again.

John: 00:09:05

There we go.

John: 00:09:06

So what's scary about this whole thing is without making a change that

John: 00:09:10

happened now it's seasonality, but he's like, Hey, great job getting at $35.

John: 00:09:14

I didn't think that was possible.

John: 00:09:15

And we're like, yeah.

John: 00:09:17

You got it.

John: 00:09:18

hard work and dedication.

John: 00:09:19

I didn't touch anything for six months.

John: 00:09:21

So that's what I'm saying is when you negative keyword yourself out,

John: 00:09:24

when you wanna use broad match and target cost pro acquisition, give

John: 00:09:26

it six months and it'll get there.

John: 00:09:28

You can learn quickly without T CPA and then put it on TCPA later on.

John: 00:09:32

And it'll hang tight there for a long time.

John: 00:09:34

And I'm in a very small geographical region.

John: 00:09:36

Well, actually that's unfair for me to say, is anybody else that's.

John: 00:09:39

It's Hong Kong.

John: 00:09:39

So I don't even know how many people are there.

John: 00:09:41

It's probably like a billion, but it's a small geographical region.

John: 00:09:44

we're not in not in the entire country, but it's 42,000 impressions from

John: 00:09:47

February, March, April through may.

John: 00:09:49

But I got us down to where we needed to be at 35 hour cost per acquisition,

John: 00:09:52

the latter half from the test.

John: 00:09:54

Okay.

John: 00:09:54

Any questions there now?

John: 00:09:59

Yeah, John, there was one in the chat.

John: 00:10:01

I'm gonna read it to you.

John: 00:10:02

Okay.

John: 00:10:02

It says, do you think if we were to create a campaign with only broad terms,

John: 00:10:07

targeting audience, similar to our website visitors, Could help us filter

John: 00:10:12

a bit and get in front of this audience while not spending unnecessarily.

John: 00:10:17

Or maybe if we could test both one with similar to websites in

John: 00:10:22

observation and one targeting.

John: 00:10:25

So it's kinda like a, like an say sort of thing is what I imagine.

John: 00:10:30

Whoever asked that question, could you UN, unmute?

John: 00:10:32

I can't see them.

John: 00:10:33

So.

John: 00:10:34

If you want to, if not that's okay.

John: 00:10:36

It sounds like almost like an RLSA though.

John: 00:10:38

Hi.

John: 00:10:39

Yeah, that's me.

John: 00:10:39

Hey, hello.

John: 00:10:42

You talking about more like an RSA and then like an AB test of like one

John: 00:10:45

with observational we're targeting.

John: 00:10:46

See how the RLSA does versus the, or is it, or you saying

John: 00:10:50

do you say website audiences?

John: 00:10:51

Yeah, more likely kind of to do an experiment, to like to leave it

John: 00:10:54

open, but like kind of filter on the profile of the audience that we

John: 00:10:58

are showing our keywords we're add.

John: 00:11:00

kind of like, because if we leave it that open, I'm sure you got amazing

John: 00:11:04

results based on what you show.

John: 00:11:05

And this is really, really great information.

John: 00:11:07

Yeah.

John: 00:11:07

But you still leave it open for some other unnecessarily

John: 00:11:11

costly search terms, you know?

John: 00:11:12

Yeah.

John: 00:11:13

So I'm almost thinking if we could filter it a bit, maybe.

John: 00:11:16

Or maybe you could just keep it an observation for a and C if most

John: 00:11:19

of our conversions are actually coming from the audience that are

John: 00:11:22

similar to our website visitors.

John: 00:11:24

Oh, similar to I'm stupid.

John: 00:11:26

I thought you said website website visitors.

John: 00:11:28

I heard the question wrong.

John: 00:11:29

So I was like, well, I think a website, visitor audience would be an RSA.

John: 00:11:32

So you're saying put an observation mode on an audience of like

John: 00:11:37

essentially wide open plus.

John: 00:11:39

Similar to our audience and see who is capturing.

John: 00:11:42

What's getting the better result.

John: 00:11:43

That's brilliant.

John: 00:11:44

That's genius.

John: 00:11:45

Mm-hmm everyone go do that now, by the way.

John: 00:11:47

It's like all the specialist strategists and, everyone do that.

John: 00:11:51

That's an amazing, amazing idea.

John: 00:11:53

Thank you for that.

John: 00:11:53

That's awesome.

John: 00:11:54

Yeah, an observation mode similar to our, Website visitors to see which

John: 00:11:58

one is performing better on, broad.

John: 00:11:59

The one thing that I would have to say that could be a potential fail point that

John: 00:12:03

we'd have to look at is because broad goes after so many, like one impression, one

John: 00:12:08

clicks if they don't overlap that much, it doesn't necessarily mean that they didn't.

John: 00:12:12

It just means that I don't know if Google knew if they looked like that

John: 00:12:15

when they had their first impression at first click because they're so

John: 00:12:18

widely spread out audience targeting.

John: 00:12:21

May give you a false positive, just cuz it was like the first

John: 00:12:24

time they searched the first click and it was kind of top of funnel.

John: 00:12:27

Did they look like our website visitors?

John: 00:12:29

There may not be enough information for Google to say yes, based on our

John: 00:12:32

search patterns because it sometimes is so one click to conversion.

John: 00:12:35

That's another, a reason why T CPA doesn't really work that well in the beginning is

John: 00:12:39

cuz we don't know who these people are.

John: 00:12:41

Why?

John: 00:12:41

Well there's not a big group of them.

John: 00:12:43

They're all spread out.

John: 00:12:45

This person wanted a cheap email.

John: 00:12:46

This one was searching in Spanish for a.

John: 00:12:49

Do they look like each other?

John: 00:12:50

Not really, but they're both converted.

John: 00:12:51

So it'd be interesting to see that test as brilliant for observation mode.

John: 00:12:54

Awesome.

John: 00:12:54

Cool.