Broad Match 2025: 7 data signals that make (or break) Smart Bidding

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0:03broad match, y'all. Who likes it? Who doesn't? It's everywhere now with what we do. And data, oh, it's so hard to come by. So, listen. Broad match is data rich today for sure. You can't see everything. It's not possible. But as a business owner, you shouldn't. as a advertiser, as a schme, whatever you want to call yourself. Hopefully not an expert because there's very few of those folks that exist in this industry, but there are some brilliant minds before you start saying like don't do broad match, don't use the smart broad match, don't use exact, whatever, or you got some like funky script that can make up broad match modified. No, no, no, no, no, no. Listen, the old rules, the old game about broad match for sure are out the door. Think of it like SEO. Some people are naming things like go and a

ei this stuff like you're leaving money on the table period if you're not using broad match. small business, big business, your role as an advertiser in paid media, whether it's social or whether it's paid search, is to find the right audience. And it is a fact, and listen here, it is a fact that no audience is exact besides the emails that you upload to the system. And even then, the system might not catch it. And that goes for Meta, Reddit, Kora, Amazon, Google Ads, because you know what? My email address is associated to my little one, my wife, my friends in some instances. So, what I'm saying is that other people are using my computer and using my email address, right? So, that match rate isn't always 100% is not perfect. So, I did a 54 account study and listen, you ready for another 20enter? You ready for another 30enter?

I got a 30% lift in conversions and my CPA stayed normal, right? And here you go again with Google saying that your median lift is right around that 19 20%. We've been listening to that since I started in advertising. Everything is 19 20%. So what's the catch? If you're not getting the 30 to 50 conversions within 30 days, AI probably isn't going to work for you. That means smart bidding, y'all. We've been saying like the algorithms and AI and all that for a long time, but you're going to need to ramp up. So, you're going to have to do some math to get to where you can average a conversion a day, right? So that your account can stabilize and that it can learn. So, you need to feed the machine. If you're not feeding the machine, then you're going to have to go a longer time spending whatever amount

of money that you have to get it the volume that it needs to learn. Okay? Or maybe you're going to have to change your conversions. Now, I'm going to say this. Once you're ready, add the NEGS, add the values. So, whatever your profit is, your margin is, your CAC, your LTV, whatever you got, your rorowaz, whatever. You can go on and on and on with all the nicknames. Wherever that value is that matters most to your business, add it back, right? Retest it again for another 30, 60, 90, 120, 180 days, however long you need to, right?

3:30And then you ensure that you stick with it. The people that stick with it are doing all right. It's like exact match. There's a place for it. It works, but broad does, too. This is coming from the founder of itall started with an idea.com and your host at payarch playground the podcast. Peace and love. Below you'll see some information about strategy and my other thoughts. Have the best day, y'all.