If you’ve been running Google Ads lately, you’ve probably noticed Google pushing Broad Match keywords and Smart Bidding like a used car salesman pushing a lemon. 🍋
They’ll promise more traffic, better conversions, and less work for you.
Sounds great, right?
Hold up.
Handing over the keys to Google without a seatbelt could leave your campaign — and your wallet — busted up on the side of the road. 🚑
Let’s talk about how Broad Match and Smart Bidding really work — and how they could wreck your ad strategy if you’re not careful.
What Is Broad Match and Smart Bidding? (And Why Should You Care?) 🤔
Here’s the no-fluff version:
- Broad Match: You tell Google you want to bid on “running shoes,” and next thing you know, your ad is showing for “comfy sandals” or “how to walk without hurting your feet.”
- Smart Bidding: Google’s algorithm tries to set your bids automatically based on how likely it thinks a user will convert. It uses strategies like Target ROAS, Maximize Conversions, and Target CPA.
On paper, both sound clever.
In practice, mixing the two can be like pouring gasoline on a barbecue fire. 🔥
The Real Problem Nobody Talks About 🚨
The trouble with combining Broad Match and Smart Bidding is losing control — plain and simple.
When you mix them:
- Broad Match brings in everything but the kitchen sink 🛁.
- Smart Bidding decides how much you’re paying to let the flood of random traffic in.
Without strong:
- Negative keywords
- Conversion tracking
- Audience exclusions
…you’re basically trusting Google to spend your money wisely while they’re guessing blindfolded. 🎯
You might:
- Watch your clicks explode 📈 but your conversions tank 📉
- Hit your ROAS goal — but only because Google bids high on your brand terms (thanks, Captain Obvious).
Story Time: Broad Match + Smart Bidding in the Wild 🐅
Let me share a quick case study from one of my clients — a solid, mid-sized eCommerce store.
We tested two campaigns side-by-side:
- Campaign A: Phrase Match + Manual CPC with some enhanced bidding.
- Campaign B: Broad Match + Target ROAS Smart Bidding.
Here’s what happened after just two weeks:
- Campaign B got 40% more impressions and clicks 🚀
- But the conversion rate fell over 30% 💀
- Cost per conversion almost doubled 💸
Why?
Because Smart Bidding chased volume, not value.
Meanwhile, Campaign A — boring old Phrase Match — brought in fewer clicks but more buying customers. 🎯
But Andy, Doesn’t Smart Bidding Learn Over Time? 📚
Sure, in theory.
But here’s the reality check:
- Google says you need 15 conversions in 30 days to run Smart Bidding.
- In real life? You want at least 50–100 conversions per campaign — minimum.
Even then, Smart Bidding doesn’t know:
- Your profit margins
- Your inventory issues
- Your lifetime customer value
It only knows what you tell it.
And let’s be honest — would you let someone balance your checkbook if they didn’t know how much your mortgage was? 🏠
When Broad Match + Smart Bidding Can Work (Maybe) 🛠️
Look, I’m not against automation — I’m against blind automation. 🚫🤖
Here’s when it makes sense:
- You have tons of clean, high-quality conversion data 📊
- You’re running Target ROAS or Target CPA — and results have been stable for 90+ days 📅
- You’re okay giving up some control for potential reach 🌎
✅ Best practice: Create isolated test campaigns with Broad Match + Smart Bidding.
❌ Worst practice: Flipping your whole account overnight because Google put a green checkmark next to “Apply Recommendations.”
Remember: you let your teenager drive your Honda, not your Ferrari — at least not on day one. 🚗
How to Keep Control While Testing Automation 🧩
Here’s the formula I use:
- Start with Phrase or Exact Match + Manual CPC (Enhanced if you must).
- Every week, review your Search Term Report 🔍.
- Add negatives
- Refine your match types
- Kill junk traffic
- After gathering enough conversions, clone your campaign.
- In the clone, flip on Broad Match + Smart Bidding.
- Compare carefully:
- Search terms
- CPCs
- Conversion rates
- ROAS
- Branded keyword cannibalization 🔥
And absolutely — do not let Google mix Broad Match traffic with your branded terms unless you’re cool paying $4 for clicks you used to get for $0.50. 🧯
Big Takeaway 🎯
Broad Match + Smart Bidding can work.
But only if you set it up like you’re teaching a teenager how to drive:
One parking lot at a time. 🚦
Here’s the lesson:
👉 Google’s #1 goal is Google’s revenue — not yours.
👉 Your #1 goal is to Make Each Click Count.
Guard your wallet.
Test carefully.
Take the wheel back — at least until the machine proves it deserves your trust.
Q&A: Quick Hits
Q1: What is Broad Match in Google Ads?
A: It’s the loosest match type, showing ads for a wide range of loosely related search terms.
Q2: What is Smart Bidding?
A: Google’s AI-based system that automatically adjusts your bids based on conversion data.
Q3: Should I use Broad Match and Smart Bidding together?
A: Only after strong testing — and never without tight tracking and negatives.
Q4: What’s the risk of combining them?
A: You can lose control, waste ad dollars, and cannibalize brand search terms.
Q5: How do I test Broad Match safely?
A: Isolate it in a test campaign, monitor like a hawk 🦅.
Q6: What’s the minimum data needed for Smart Bidding?
A: Realistically, 50–100 conversions per month, per campaign.
Q7: How can I prevent brand cannibalization?
A: Separate branded and non-branded campaigns; add negatives to your broad campaigns.
If you found this helpful, drop your comments, questions, or your own war stories below!
Or better yet — star this article for later ⭐ and share it with a friend who needs to hear it! 🤝
Need Help with Google Ads? If you’re ready to take your online store’s performance to the next level with Google Shopping Ads but need a helping hand, consider reaching out. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Whether it’s about creating high-performing Shopping Ads or mastering your overall Google Ads strategy, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.