Real World PPC Broad Match ModifierTweet
“When someone clicks on the more expensive keyword, I send them to the more expensive version of the product.” Me, to a client.
It’s not a bait and switch move, it’s a reward to the customer for knowing what they want.
Everyone loves a good Exact Match keyword. It’s high performing and low cost. But when you miss out on potentially valuable traffic due to a restrictive Match Type, it can really hinder your growth.
That’s why I am a proponent of the Modified Broad Match on certain occasions. When you have a solid keyword set that is performing, but is beginning to grow stale – bring in the modified match to freshen things up. You will find new keywords through the Search Query Report and gain some conversions along the way. It’s a better option than Broad Match because it’s a smarter way to match: misspellings, singular/plural, abbreviations, and stemming…like adding ing, er, ed to a word.
So, why not always use the broad match modifier in Google AdWords? Because 7/10 times it’s more expensive than a phrase or exact matched keyword. Stick to the broad modifier only to find more keywords to expand your phrase and exact match inventory, or if it’s a very hard phrase to nail down.
Now back to the first sentence…In this case, I’ve had the broad modified keyword running for a while because it’s hard to nail down all of the phrase and exact matches, and I want all of the impression share I can get. By doing that, I am paying more per click for this keyword (30% more CPC) vs phrase match. My client conveniently has this product in two versions. One is sold for £4.95 and the other is sold for £10.22 (both competitively priced). I simply send the more expensive traffic to the more expensive product. This lowers conversion slightly, but makes up for the added cost with a higher AOV, and a comparable final ROAS. Trust me, sending ALL traffic to the higher priced product did not work (been there, A/B’ed that). But the smaller amount of new traffic from broad match modified words converts and makes up for the added cost of the clicks.
A quick how-to: Basically all you do is add a Plus + sign in front of the keyword that you require the user to type. ex: +basketball +shoes
I don’t want to turn this into a lesson, I just wanted to give you a quick example of how it worked for me with a real client. For a great overview and details on how to use this match type, go to Google Broad Match Modifier.