When was the last time you shocked your Google Ads account by drastically reducing the budget on a well performing campaign?

Sounds insane? But so does pumping an increasing amount of money into an ad system designed to draw more money out of you. Every algorithm has a sweet spot between blindly throwing money in and getting something out and being made to “work harder”. Too afraid to touch anything in case it breaks is a typical agency approach on this one (just check out this facebook ad article as an example).

Google’s machine learning algorithms are built to optimise for specific goals, like clicks, conversions, or ROAS (Return on Ad Spend). However, they often work more efficiently under constraints that force them to prioritise high-quality traffic and convert at a higher rate. This is the core of the Brand Ambition Push-Pull Audience-Centric Funnel Strategy. (BAP-PACs for short) It’s about strategically manipulating Google’s algorithm to maximise ROI and improve lead generation, particularly in highly competitive markets and the results we get at comparatively tiny budgets are explosive.

The Mechanics of the Push-Pull Strategy

The Push-Pull Strategy leverages Google’s learning algorithm by first allowing a broad learning phase (“push”) and then compressing the budget to focus on high-performance keywords and ads (“pull”). This method ensures that your campaign is continuously optimised, reducing wasteful spend and driving better ROI.

1. Broad Learning Phase (“Push”)

Start by using broad match keywords and a diversified ad set to gather comprehensive data. This phase allows Google’s machine learning algorithms to explore a wide range of search queries and user behaviours, identifying which combinations perform best. The goal is to cast a wide net, gathering as much data as possible to feed into Google’s algorithms ​(Read more about this at Cobiro).

There is nothing more of putting than these messages from Google about Broad Match. They feel like a dishonest way of making you spend more money, but over the last couple of years, we have seen significant improvement over the relevancy of Broad Match adverts as the Google algorithm and language models as a whole has got smarter.

2. Budget Compression and Focused Targeting (“Pull”):

Once Google thinks it has got away with catching you into a broad match approach, and after sufficient data collection, reduce the budget and narrow the focus to high-performing keywords and audience segments.

This forces Google’s algorithm to prioritise quality over quantity, targeting the most relevant and high-intent searches, effectively making the algorithm “work harder” under tighter budget constraints ​(Marin Software discuss this and the reasons why here).

You can add more keywords, and more broad match phrases throughout a growth phrase and then repeat this process, continually pushing and pulling your marketing budget back for staged growth rather than just increasing the budget endlessly and not seeing the expected results.

3. Integrate Display and Remarketing Ads:

Use display ads to maintain brand visibility and attract new visitors. Then, deploy remarketing campaigns to re-engage users who have shown interest but haven’t converted. This approach helps refine your audience targeting and increases the likelihood of conversion by focusing on already-engaged users.

This article by ​Search Engine Land demonstrats how Global brands are thriving despite budget cuts as a result of the use of audience expansion and an insight led approach.

Why This Strategy Works: Evidence and Insights

You don’t need to be a Global Brand to take advantage of audience insights and algorithmic adaption. The tools Google provides are there to be manipulated and set-up regardless of the budget, but the trial and testing of the process, is the most important aspect. For brands that are spending £2k+ on Adwords every month, this strategy works and here are just some of the examples of clients we’ve worked with.

Algorithm Adaptation and Budget Compression:

Experiments and data from 2024 have shown that budget manipulation can significantly impact Google’s algorithm performance. By compressing the budget after an initial learning period, advertisers have observed improved performance metrics like CTR (Click-Through Rate) and CPA (Cost Per Acquisition). The algorithm, having gathered enough data, focuses more narrowly on high-converting opportunities, making each ad pound work harder​.

Leveraging Data for Dynamic Optimisation:

Google’s machine learning thrives on data diversity. The initial “push” phase provides a wide dataset from which the algorithm learns and predicts future behaviours. Once this data is available, refining the strategy with a “pull” approach ensures that only the most effective keywords and ad copies are retained. This continuous optimisation aligns with the principles of audience-centric funnel strategies, focusing on user intent and journey​. Read more about the Google Learning Phrase.

Enhanced Audience Engagement with Display and Remarketing:

By integrating display ads with remarketing efforts, the strategy capitalises on audience engagement across multiple touchpoints. Display ads help build awareness and attract broad audiences, while remarketing re-engages those who have interacted with your ads but have not yet converted. This multi-touchpoint strategy is particularly effective in maintaining engagement and driving conversions in both B2C and B2B contexts​.

Remember the goal for these type of campaigns is typically lead generation, so your display ads need to have a campaign approach. You should have a clear mix of Brand engagement and service level offering to vary the ads.

Applying the Strategy to Different Markets

B2C Example – Solar Energy Companies:

Start with broad keywords like “best solar panels” or “solar energy benefits.” Use display ads with attention-grabbing, billboard-style messaging to attract a wide audience. Once enough data is collected, compress the budget to focus on high-intent keywords and deploy remarketing ads targeting users who have visited pricing or FAQ pages but didn’t convert.

B2B Example – Professional Services:

Target keywords that reflect different stages of the buying process, such as “consulting firms in London” or “engineering solutions provider.” Use display ads on industry-specific websites to increase visibility among decision-makers. Implement remarketing campaigns to re-engage users who downloaded a whitepaper or attended a webinar but didn’t schedule a consultation.

The Trade-Off: Better Results Take More Time

You can start an exact match text campaign tomorrow and get the results you expect. Your only focus is on the quality & relevancy of the ads because you’re bidding on all the same keywords as your competitor. The limitations mean your cost per conversion is typically 25%-30% higher as a result of the CPC (cost per click) being more competitive and higher, but the results are initially more likely. This short-term view is often used for those looking for a quick fix or those not looking to squeeze every penny out of a pound, but we’re a Yorkshire company, so every penny counts.

Conclusion: Maximising Your Google Ads Potential

The Brand Ambition Push-Pull Audience-Centric Funnel Strategy (BAP-PACs) is a powerful method to optimise Google Ads performance by dynamically manipulating budgets and focusing on high-value audience segments. This approach leverages both Google’s machine learning capabilities and strategic ad placement to drive higher engagement and conversions. By making Google’s algorithm work “harder,” you can maximise ROI and achieve more effective lead generation, whether in B2C or B2B markets.

Comparison against alternative approaches

When I first decided to take the Google Search Ads exam, I knew it would be challenging but rewarding. The exam is designed to test your knowledge of creating, managing, and optimising search ad campaigns on Google Ads. As someone who works in digital marketing, I wanted to ensure that I not only passed the exam but truly understood the material.

The Preparation Journey

To prepare, I started with Google’s free study guides and watched the instructional videos available through Skillshop, Google’s official training platform. These resources were incredibly helpful in breaking down complex topics into manageable sections. I focused on understanding the fundamentals of search ads, including campaign structure, bidding strategies, ad extensions, and the importance of keywords.

What surprised me most was how much emphasis was placed on understanding the user’s search intent and how to align that with the ads you create. It’s not just about setting up campaigns; it’s about making sure your ads are relevant and useful to those who see them.

Practice Makes Perfect

I also took several practice exams to get a feel for the types of questions that would be asked. These helped me identify areas where I needed more review. One tip that I found invaluable was to take notes while studying and create flashcards for key concepts, like the differences between broad match, phrase match, and exact match keywords.

Taking the Exam

When exam day arrived, I felt prepared but still a bit nervous. The test itself consisted of multiple-choice questions that covered everything from the basics of setting up an account to more advanced topics like automated bidding strategies and performance analysis.

The exam was timed, so I had to be mindful of how much time I spent on each question. I found that many questions were scenario-based, requiring me to apply my knowledge to real-world situations. This was challenging but also made the experience more engaging.

Passing the Second Time

Failing was a blow to my confidence, but I didn’t want to give up. I took some time to review my weak areas, focusing on concepts like bidding strategies and keyword match types, where I had struggled the most. I revisited the study guides and tried to understand the logic behind the questions rather than just memorising answers.

When I felt ready, I scheduled my second attempt. This time, I was more prepared, not just in terms of knowledge but also in managing my time. However, I still had a dab of sweat  from being nervous during the exam. I paid closer attention to the scenarios presented in the questions and applied my learning practically.

The moment I completed the exam and saw that I had passed, I was ecstatic. The failure had been a learning experience, pushing me to dive deeper into the material and truly understand it. Passing the second time felt even more rewarding because I knew how hard I had worked to improve.

For anyone preparing for the Google Search Ads exam, my advice is to be persistent. Don’t be discouraged if you don’t pass the first time. Use it as a learning opportunity, focus on your weak points, and keep pushing forward. The certification is well worth the effort, and the skills you gain will significantly enhance your digital marketing capabilities.

When I saw that I had passed, I was thrilled! The Google Search Ads certification is not just a badge for my resume; it’s a validation of my skills and a testament to the time and effort I put into learning.

Final Thoughts

For anyone considering taking the Google Search Ads exam, my advice is to go for it. The study material is comprehensive, and the skills you gain are invaluable in today’s digital marketing landscape. Whether you’re new to search ads or looking to brush up on your skills, this certification is a worthwhile investment in your professional growth.

Good luck on your journey, and remember that the key to success is consistent study and practical application of what you’ve learned!

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In the world of Google Ads, selecting the right keyword match type is crucial to the success of your paid campaigns. You’ve probably come across broad match, phrase match, and exact match, but which one works best for your business? Today, we’re taking a casual dive into why broad match keywords, when used correctly, can give your campaigns an edge.

What Are Broad Match Keywords?

Broad match keywords allow your ads to show up for a wider variety of search terms. Essentially, Google uses its algorithm to figure out what your potential customers might be searching for, even if they don’t use the exact keyword you’ve chosen. For instance, if your broad match keyword is “luxury watches,” Google might display your ad for searches like “high-end timepieces” or “expensive wristwatches.” This is perfect if you want to capture users who are searching in a more conversational or varied way, particularly with the rise of mobile and voice searches​ (Semrush)​(Synapse SEM).

Broad Match vs. Exact Match: Flexibility vs. Precision

The main advantage of broad match over exact match keywords is the sheer volume of potential traffic. Exact match is great when you know exactly what your customers are searching for, but it can be restrictive. Exact match limits your ads to search queries that are very close to your keyword. While this may drive highly relevant traffic, it also cuts you off from users who may be searching for similar products using slightly different language ​(Semrush).

Broad match, on the other hand, captures a wider range of search intent, bringing in more traffic and potential customers who are just starting their research or using varied search terms. That said, this comes with a trade-off: you might attract some unqualified traffic, so it’s important to monitor and tweak your campaigns regularly​ (Synapse SEM)​(ADRUSH Digital).

Lower Costs, Wider Reach

One of the lesser-known benefits of broad match keywords is cost. Broad match tends to have a lower cost-per-click (CPC) compared to exact match because it’s less competitive. Advertisers bidding on exact match terms are targeting very specific users, often driving up bids due to high competition for those precise queries. With broad match, you can scoop up a larger audience at a lower cost​ (Synapse SEM).

 This makes it a great option if your goal is growth and you’re not overly concerned with hyper-targeted traffic.

Broad Match and Smart Bidding: A Winning Combination

To get the most out of broad match keywords, combining them with Google’s smart bidding strategies is key. Google’s AI uses your campaign data to optimise your bids, and broad match keywords give it more data to work with. This synergy allows Google to make smarter decisions about which searches are most likely to convert, leading to more efficient ad spend​ (Google Ads Master).

However, to prevent your ads from being displayed in irrelevant searches, using negative keywords is crucial. Negative keywords allow you to filter out irrelevant traffic while still benefiting from the broader reach that broad match offers ​(ADRUSH Digital).

When to Use Broad Match Keywords

Broad match works particularly well when:

• You’re looking to grow your business: Broad match is perfect if you want to reach more people and increase brand awareness. It’s especially useful when launching new campaigns ​(Synapse SEM).
• Your product or service is easily understood: For straightforward products like “luxury watches,” Google can match your ad to relevant searches. For more niche products, however, you may need to be cautious to avoid attracting irrelevant clicks ​(Synapse SEM).
• You have a flexible budget: If your campaign is geared towards growth rather than strict efficiency, broad match can deliver more clicks and impressions​(Semrush).

Broad match keywords offer a great way to extend your campaign’s reach, discover new search terms, and lower costs, all while providing an opportunity to grow your brand. While exact match and phrase match have their place, broad match keywords allow you to tap into Google’s powerful algorithms, helping you reach more users without spending hours crafting long lists of specific keywords. Just remember to use negative keywords and keep a close eye on performance to ensure you’re attracting the right audience.

For any business looking to broaden its customer base, especially in an age where search queries are more diverse and conversational, broad match is a smart move.

With some fine-tuning and the right strategy, broad match can give you both growth and insight, all while keeping costs manageable​(2Stallions)​(Synapse SEM).