Using Broad Match For Real Estate Adwords - PPC for Realtors®

Here is a quick tip/guide on using broad match for Google Adwords for your Real Estate PPC.

First of all - it’s “critical” that you geo-target your broad match to just your local area. Otherwise, you are going to waste thousands of dollars.

But let’s say you’ve got a broad match campaign setup properly with locations just in and around your local area. :white_check_mark:

Ok, now here is the trick to broad match: You need to watch it like a hawk!

I’m talking a few times a day at least during the setup phase.

What are you looking for?

Anything (and everything) that is irrelevant to your business.

Here is an example:

This campaign is for Nanaimo, Vancouver Island.

You see that search term “Adel real estate” - that should not be there! (I have no idea where it is, and I don’t want to pay for it)

So I immediately excluded it as soon as I saw it.

Notice I did not wait for it to get a click or attract a cost. As soon as a single impression was shown I said “nope” - not paying for that phrase. And I excluded it.

How to exclude? Select the radio button beside the keyword > click “add negative keyword” and choose the appropriate ad group or campaign.

Now here’s a pro-tip

Do you see on the side? Where it says “Search Keywords” and “Search Terms”

What you want is “search terms” (everyone misses this)

Here’s the difference:

“Search Keywords” are what you agreed to pay for

But because Google is Google, they will also try to show you for other close match variants (their opinion which is often wrong) or if you’re using broad or phrase match, they are allowed to (and supposed to) expand the keyword set)

So watch “Search terms” and you’ll be golden

After a while, you’ll find less and less irrelevant keywords showing up in your list and you can stop watching so often (once per day)

And of course, you can tie this to automation as well, to make sure any keywords performing poorly can be paused until you have time to evaluate them.

Happy hunting :slight_smile:

I should also point out (to remind new readers)

The reason you might consider broad match (properly managed in your AdWords campaign of course

Is because you’re looking to discover new terms that you never realized had traffic or were being searched (but are also relevant)

For example: “Mansions Vancouver Island”

It’s not “super” targeted (since Vancouver Island is large), but Mansions generally mean big budgets, and it might make sense for me to bid on this term specifically to see what we might get out of it.

Alternatively - I could incorporate the word mansions in a few articles on my website for SEO, and use Google search console to tell me what the traffic is like without having to pay for it.