If you're looking to improve the results of your Google ad campaigns without constantly tweaking your bids and keywords, combining Smart bidding and broad match might be what you need.
What is Smart Bidding in Google Ads?
Instead of manually setting your bids for every keyword, Smart bidding uses Google machine learning to adjust them automatically.
It looks at signals such as time of the day, device, location and user’s past behaviour and then decides how much bid to get the best possible result for your goals, which could be optimising conversions or conversion value, target CPA or target ROAS.
What is Broad Match in Google Ads?
Broad match is all about casting a wider net with your keywords. It lets your ads show up for searches that might not exactly match your keywords but are related to them.
Google uses its understanding of user intent to connect your ads with people who might be looking for something similar to what you’re offering, even if they don’t search for the exact words you’ve set.
This way, you can reach a bigger audience and find new opportunities you might not have considered without having to think of every possible keyword variation yourself.
How Smart Bidding and Broad Match Work Together
When combining Smart Bidding with broad match, you’re letting Google’s AI work in harmony. Broad match helps you reach a wider audience by showing your ads for searches that are related to your keywords. Then, Smart Bidding steps in to adjust your bids in real-time based in signals like user search behaviour, location, and more.
The magic happens because broad match helps you find new opportunities for people you might not have targeted before, while smart bidding makes sure you’re only paying the right price for clicks that are likely to convert.
What's a Benefit of Using Smart Bidding with Broad Match
The real benefit of combining smart bidding with broad match is that you get the best of both worlds: reach and efficiency. You’re ensuring your ads compete in the most relevant auctions, at the right bid and for the right audience.
Broad Match opens the door to a wider range of search queries, but Smart Bidding steps in to refine that reach. By using auction-time bidding, Google’s AI evaluates the potential of each query in real time, adjusting your bid based on signals like user intent, location, and device.
This ensures you're bidding the right amount for the right audience while filtering out less relevant searches that aren't likely to drive conversions. In essence, you’re maximising your reach while still keeping your campaigns efficient and focused on delivering results.
Best Practices for Using Smart Bidding with Broad Match
Define specific objectives (like target CPA or ROAS) to help Smart Bidding perform at its best and drive the right kind of results for your business.
Allow Smart Bidding time to learn and optimise, usually a couple of weeks, before making significant changes to your campaigns.
Add negative keywords to filter out irrelevant searches and prevent wasted spend while still benefiting from Broad Match’s wide reach.
Ensure your conversion tracking is correctly configured, as Smart Bidding relies on this data to make effective bid adjustments.
Need help with your Google Ads campaigns? Mira Marketing can guide you through the process, making sure you get the most out of your campaigns without the hassle. Feel free to reach out to us.