When running a Google Ads campaign, you want your ads to show up for the right people at the right time. One of the ways you can achieve this is by using broad match keywords.
But how does Google determine which queries are relevant to your ad? In this blog, we’ll explore the three main signals Google relies on when using broad match to serve your ads and why these signals are crucial for optimizing your campaigns..
What are Broad Match Keywords?
Broad match keywords allow your ads to show up for a wide range of search queries, even when they don't exactly match the terms you’ve chosen. But how does Google decide which searches trigger your ads? The answer lies in signals—information that helps Google understand the intent of the search and serve the most relevant ads.
We’ll discuss more of these three signal broad match uses in the next section.
What Are Three Signals Broad Match Uses To Match Search Ads With Queries?
User Intent
User intent refers to what the person is actually trying to accomplish when they perform a search. Are they looking to purchase something? Are they seeking information or trying to compare options? Understanding user intent is essential for matching the right ads with the right searches.
Google analyzes search queries to identify the intent behind them. If someone searches for “best running shoes,” they may not be ready to buy yet—they could just be researching.
On the other hand, a search like “buy running shoes online” indicates a more transactional intent. Even though these two searches aren’t the exact same, Google may match both with ads for running shoes based on the user’s intent to either gather information or make a purchase.
Location
Google takes the user's location into account to show ads that are geographically relevant. This is especially important for businesses that serve specific areas or have local branches. Even if the search query doesn't explicitly mention a location, Google can use the user's geographic information to ensure that the ads are locally relevant.
When someone searches for a service or product, Google knows where they are based on their device’s GPS data, their IP address, or the location they’ve set in their Google profile.
For example, if a person searches for "pizza delivery" but doesn’t specify where they are, Google will display ads for local pizza delivery services based on the user’s location.
Location targeting helps businesses ensure they’re reaching customers in their area. If you run a local business, showing ads to people far from your location would waste your ad budget. Location signals help ensure that only people in the right geographical areas see your ads, which improves relevance and saves money.
Device and Context
Google also looks at the device the user is on (mobile, tablet, desktop) and other contextual signals, such as the time of day, day of the week, or previous search behavior. This helps Google tailor ads based on how, when, and where people are searching.
A person searching on a mobile device likely has different needs than someone on a desktop. For example, a search for “coffee shops open now” on a mobile phone in the afternoon may indicate the user wants an immediate answer, likely for a nearby location. Google might show your ad for a coffee shop with hours listed or one that’s close by.
Contextual signals also include past search behavior, so if someone has previously searched for “running shoes,” they may see ads for running shoe stores or deals in the future, even if they haven't searched for those exact terms again.
Why Are These Three Signals Important?
Now that we've covered the three signals—user intent, location, and device/context—let's discuss why they matter so much for your advertising efforts:
- Improved Ad Relevance: Ads are shown to users based on their needs, increasing the chance of engagement and clicks.
- Better User Experience: When ads match the user’s intent and context, they have a more positive experience with your brand.
- Increased ROI: Targeting the right audience at the right time makes your campaigns more cost-effective.
- Higher Conversion Rates: Relevant ads increase the likelihood that users will take action, improving your conversion rates.
- Efficient Budget Use: By showing ads to the most relevant audience, you avoid wasting budget on irrelevant clicks.
Conclusion
Broad match keywords can help expand your reach significantly, but they rely on sophisticated signals to ensure ads are shown to the most relevant audiences. The three primary signals Google uses are:
- User intent and search behavior – Understanding what the user is truly looking for.
- Location and geographical signals – Matching ads based on the user's physical location.
- Device and contextual signals – Adapting to the user’s device and the context of their search.
Leveraging these signals enables broad match to deliver ads that are not only relevant but also timely and useful. Understanding how these signals work allows you to create more effective campaigns, improve your ad targeting, and ultimately drive more meaningful conversions.
If you're ready to optimize your Google Ads strategy using broad match and other targeting techniques, contact us at Elivated! Our team of experts can help you navigate the complexities of paid search and unlock the full potential of your ad campaigns.