I have finally pulled the trigger and paused all broad match keywords in my Google Adwords account. Notice, I said pause not delete. I am still a little hesitant.
Google AdWords Expanded Broad Match is good for Google but bad for advertisers. I was consistently showing a decrease in conversions on broad match terms, while showing an increase in cost. If anyone has followed any of my posts before, knows that I am a stern believer in conversion over clicks.
There were some obvious changes because of this pausing of broad keywords. Clicks and impressions have obviously all gone done immediately. And yes, conversions have gone down. But I am fine with that. Because proportionally speaking, it was a small decrease. I am willing to sacrifice a handful of conversions, if I can get a better return on as spend.
However, I do expect conversions and click to go back up soon. I plan to expand my keyword list with various long tail terms. This should greatly decrease my cost per conversion as well. Also, by eliminating broad match terms, I expect my ads will be more targeted. More targeted ads lead to a higher cost-per-click.
Thus, in theory, my quality score will go up and my ads will get ranked higher. Sounds right to me.
I will continue to monitor and see if there is any negative impact on overall revenue.
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