Episode 75
How to Use Broad Match Keywords in Google Ads
John reveals how he uses broad match keywords to widen reach, lessen click farm traffic in Performance Max, and get high-quality leads and conversions.
Show notes
John reveals how he uses broad match keywords to widen reach, lessen click farm traffic in Performance Max, and get high-quality leads and conversions.
Watch this video to learn more about broad match keywords in Google Ads - how they work, the factors and limitations to consider when using it, and the tips and tricks John uses to optimize your campaigns with broad match.
Plus, learn about the instances when search terms do not matter and what you should consider instead to scale your campaigns.
PS: This guide series is from an internal Solutions 8 training. We’re sharing everything with you, our dear subscribers, to show our gratitude for the overwhelming support you’ve given us. We value you and your growth with Google Ads. 🖤💚🤍
0:00 Intro | How to Use Broad Match Keywords in Google Ads
0:52 Broad Match is smarter now
4:23 Broad Match for lead generation can be very tricky
8:15 Job Opportunities at Solutions 8 - Client Managers, Google Ads Specialists, and Strategists
9:28 Search terms don’t matter
14:28 Bidding on keywords that target multiple languages
18:38 Using broad match keywords to see what works
20:34 The limitations of testing what works with broad match keywords
21:39 Broad match will match to your brand
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Full transcript
[00:00:00] Les McDaniel: What's going on folks? Hello and welcome back to the Beard Wisdom Podcast. I am your host, Les McDaniel, and on this occasion, your driving instructor here to teach you all about the five gears plus reverse of this vehicle we all call life. This is the show to inspire the, and inspire to unstick what is stuck in you and to liberate that leader that resides deep within you.
[00:00:23] Les McDaniel: But before we unlock all the mysteries of you, I wanna remind you where you can find me on all your favorite social channels, Instagram and facebook@epicfusion.life, TikTok and YouTube. Bearded wisdom is where you'll find me. You see, this past couple of weeks has been all about conquering that chaos within you that can sneak up on, on.
[00:00:42] Les McDaniel: Hide that piece. That is the foundation of who you were from the very first day you took a breath in this world. But on today's episode, we're going to go a little deeper on how you can begin to maintain that piece in life. And it's a tool that really helps you well stay within the, your presence and productivity.
[00:01:03] Les McDaniel: We call it the five gears. Now the five gears, as you can see here, is all about how to be present and productive when there is never enough time. You know, I remember this commercial, I think it was a Hershey's commercial that many years ago. Just a couple actually. It was uh, during Covid. This was all back in the time when the new zoom, whole zoom thing came alive for all of us because we had to do this work at home, stay at home, and work zoom from home all day every day.
[00:01:30] Les McDaniel: We were just zoom fatigued out. But it's a dad who is obviously Zoom fatigued and his daughter is dying to go with him on this adventure. And they are, he's stuck. He can't get out and they're just both feeling stuck. And so she has this creative idea of taking a picture of him in the exact thing he's wearing, taking it to the print shop to get a life size photo printed up of him.
[00:01:53] Les McDaniel: She brings it back home and they place it in the chair and there he is. He's able to take a. Pretend to be there and then go with his daughter, and I don't recommend this for anyone, but go with his daughter and spend a wonderful Hershey Day together kind of thing. This is such a great representation of what I think has happened.
[00:02:13] Les McDaniel: For many of us during this time, we've lost our ability in this chaos of, of being at home, being stuck at home, working from home. Now zoomed out out of our mind, just, you know what I'm talking about. You've gotta understand if you've been in a position of work and you've been doing it from home, it's like your world's collide.
[00:02:35] Les McDaniel: And there is no first, second, third, fourth, or fifth gear, and I know you don't know what that means. But I can tell you there's just no understanding of where one point ends and the other one begins, work and family and interruptions in school work, and all of that just kind of came together in this cataclysmic world as we dealt with the covid vaccine together.
[00:02:57] Les McDaniel: And we still have those pressures from outside those influences, the things that scare us, that keep us constantly guessing and shifting in our squirming, actually in our seats. But these, this is where we are here today. We're really here to talk about connection versus disconnection and what does this really mean?
[00:03:17] Les McDaniel: I think we can all look at, you know, this picture that is popping up and you can see that this is a disconnected event. Whether at home or work, our lack of connectivity will have a long term effect on those in our lives. we really don't wanna spend too much time here. But remember, our goal is not to say, don't work hard, Or rather, it's to say, be in the right gear at the right time.
[00:03:39] Les McDaniel: And this is an example. Right here of the wrong gear at the wrong time. And here's another one. And then here's one from the famous Beyonce and Jay-Z at a game of some sort. there's an obvious disconnection, a distraction that is happening while he's at a place where he is supposed to be in second gear, enjoying her and the game.
[00:04:00] Les McDaniel: He is obviously not quite where we want him to be or she is not neither one of them are there. She's looking over his shoulder, for goodness sakes. The phone is that centerpiece in his life right now. Not each other and not the game, not what they're attending, not the people around them, not the experience.
[00:04:15] Les McDaniel: And this is life for most of us, the emails or social media on that device are distracting us constantly from what is most important in that moment where our eyes go, so goes our mind, where our mind goes. So go. Our actions, our actions have consequences. And so just know that what we're here to. Is that we are here to develop a leadership language that will shape your leadership culture in ways that truly begin to form this way of operating that is so much more cohesive, where where you're able to speak with one another.
[00:04:52] Les McDaniel: And yet we have to start with ourselves. And so we're back to this familiar know yourself to lead yourself tool. When our tendencies are just what they are and we are habitually responding with patterns of behavior that lead to certain actions that result in consequences and a reality that are always perpetuating the same. Something's gotta shift when our tendencies won't. The only thing we have that we can really work with is our behaviors and those patterns of behaviors and our responses to those tendencies that we have can begin to shape new actions and result in new consequences that shape a different reality.
[00:05:30] Les McDaniel: And we have some bit of control around that. You see, when your agenda is more important than other people, you'll disconnect. And so the question that we have to face in this particular moment is one that I want you to literally pause this video or the podcast for just a second and reflect on this.
[00:05:50] Les McDaniel: How connected are you in every circle of influence, starting with yourself, then your family, then your teams, then your organization that you work for, or that you, play for maybe in your community. ask this question. For each of these five circles of influence and I, we, we wanna challenge you here to really be vulnerable and, and be open to the possibility of these, the, the areas of weakness that you see.
[00:06:13] Les McDaniel: Cuz it is only in your willingness to truly dive deep into these five circles of influence and ask that hard question that you're going to really begin to be able to. Transform yourself. Now. There is something else at work here that is, I think, really key and that is at the core of our existence are three pieces of who we are that are really key to being able to walk ourselves and begin to understand and navigate these five gears plus reverse and, and it starts with your iq, your eq, and your p.
[00:06:50] Les McDaniel: You see, your IQ is your competency. This is your, this is what you're good at. This is what you do at work. This is what you do in life. This may be how you might even have some IQ in a, in a hobby that you really enjoy, but these are your competencies, and then there's your eq. This is all about your relationship intelligence, your emotional intelligence, your ability to read a room, to be connected to what's going on in the, in the environment that you're in, in appropriate manners.
[00:07:18] Les McDaniel: It's how you show up whether you're present or not. It's the distractions of life that can come in and start to creep up on. Then there's the pq. This is your personal intelligence. This is your own internal self-awareness of who you are and your tendencies. this is such an important piece of what we're doing here.
[00:07:37] Les McDaniel: If you really truly want to begin to, well discover how to lead yourself out of such things. So the big aha here is that relational intelligence is the competitive advantage of the new world. And these gears really help you begin to establish that. You see, we all have this ability, these this core that is within us, and as you can see in this, and, and, and then again, it's small.
[00:08:04] Les McDaniel: But as you can see in this, this picture here, some of some people have really high iq, some people have really low iq, and it varies. And all of these people are people who are struggling to actually in certain arenas to be able to understand the fullness of how to operate within these five gears. And what's prohibiting a lot of folks to be able to follow leaders that are in our current environment.
[00:08:29] Les McDaniel: And you may be one of those, is a, a lack of awareness and an unwillingness to actually dive into each of these and to build a solid core that's balanced. Cuz you see at the overlap of this is where you find the. Your true impact on people who are on the other side of this, the other side of you who are struggling.
[00:08:49] Les McDaniel: It is then that you become a leader that they want to follow because you are a well rounded and you have a solid core, and it's a model for them to begin to, to, to establish themselves in. So as we continue down this pathway of understanding, we really want you to understand that what we believe here is that creating healthy culture really is all about developing a vocabulary that is expressed in visual tools, that creates an objective language that transform leadership culture.
[00:09:21] Les McDaniel: So the culture here is that we really want you to begin to focus on that because it's bigger than any strategy that we could ever implement in, in our jobs. If your culture is broken, no matter how great your strategy is, it's difficult to know how to execute at the highest level So today I wanted to introduce you to the five gears.
[00:09:45] Les McDaniel: Here's what the five gears are. Your fifth gear is the true focus. It is task centered, fully focused and moving extremely quickly. We have the fourth gear, which is the task mode. This is multitasking. This is working hard in various ways. I, I, I think we spend the majority of our time, I know we spend the majority of our time bouncing from an email to a text to.
[00:10:07] Les McDaniel: Working on a project or reading something or researching or executing on certain tasks. This is your fourth gear mode and the majority of our time is spent right here and it's very easy to get stuck in. That third gear is your social mode. This is where you are present with people and can shift up or down based upon what's needed in the moment.
[00:10:29] Les McDaniel: It could be you go to some sort of mixer after hours with your company and you're doing so in order to discuss some work, but it's also a more relaxed, chill time. It's also the time where you can actually include family members and kids may be running around and playing and doing all sorts of things like.
[00:10:47] Les McDaniel: The second gear mode is really all about your connection mode. This is where we slow down, We are present with family or friends in such a way that there is no work. There's a, a very solid boundary between, This is playtime, not work time. And I gotta tell you, this is one of those that's really difficult for me because I'm in the world of owning my own business.
[00:11:07] Les McDaniel: So I have to, my, my playtime is often networking time and, and it can lead me down a path of talking about what I'm doing or what I'm working on and how they should be involved. And, I have to, I have to be very clear about, this is my connection time, and then there's the recharge mode. This is your personal recharge.
[00:11:24] Les McDaniel: Completely unplugged. This is not, this is putting the device down. This is putting the computer away. This is putting TV away and spending time Introspectively working on. Letting myself rest. This can include sleep, but it's not just our sleep mode, it's our ability to actually slow ourselves down enough to maybe actually enter into that mode.
[00:11:46] Les McDaniel: And then there is the reverse or the responsive mode, and this is backing up. And when necessary, apologizing and resetting yourself. This is the slamming onto the brakes, in fact, and it's just starting all over again in whatever gear that you are in. And you may even have to, if you were in fourth gear, you may have to go all the way back down to first gear and let things kind of settle and then begin to work your way back.
[00:12:11] Les McDaniel: Into that fourth gear mode with whomever you might be working with or struggling with. We can see these gears playing out. Pretty much anywhere like you see in these pictures. Each of the gears is actually represented in an airplane. You got the family who's spending time going on a family vacation.
[00:12:29] Les McDaniel: You've got the the coworkers who are all heading to an event and they're playing, but they're also at the same time, very much focused on what's coming next. You've got your straight up focused mindset, which you with the people that are, that are there, and you've got your one-off guy who's there very into his.
[00:12:46] Les McDaniel: Working on a project, maybe writing out a, a book or something. And then you have the person who is just crashed out asleep and I gotta be . This is just me. And as much as I know great things can happen on an airplane. When I get on an airplane, it is me going into me mode. I put on the headphones and I can.
[00:13:04] Les McDaniel: Very quickly just crash. I don't know, there's something about the movement you got, you guys can relate to that maybe. But that is really, really where we wanna focus in on the next couple of days. And so over the, let's see, day two and three two, three and four of this particular, we're going to jump into fifth and fourth gear tomorrow.
[00:13:22] Les McDaniel: And then on Wednesday we're gonna talk in third and second gear mode, and then we're gonna focus in on Thursday and first and your reverse gear before we jump into our Friday. Free for all, fun for all, whatever you want to call it, day where I just kind of encapsulate the whole thing and really make it, bring it home to a real personal level.
[00:13:41] Les McDaniel: And throughout. I really want you to be reflective in these moments, to take some time to really dig in on where you might be stuck in a gear at. This is such a critical piece of what we're doing and who you are as one who's growing into peace. It is such a critical piece for you to begin to understand how you operate in those, and maybe even how you might be able to develop a language for yourself, your family, your teams, your organization.
[00:14:07] Les McDaniel: Man, I can only imagine what it would look like if an entire community, a city, could begin to understand more fully and see a model of this in their city council, in their schools, ways in which this begins to be something that is formulated so that there's a common language around it. What a powerful tool This could be.
[00:14:26] Les McDaniel: So with that, join me tomorrow and we're gonna dive into fifth and fourth gears, to really understand what it's like to be at a high productive, high, high, high focused mode. It'll be fun. And for now, piece to you, may you find your first gear today and rest for a great day tomorrow. Well, it may be at the beginning of your day, so whatever it may be, may you find the right gear and be at peace as you move forward throughout your day.
[00:14:55] Les McDaniel: Talk to you.
About Google Ads
The Google Ads Podcast is the tactical command center for people who live inside Google Ads. Brought to you by Solutions 8, one of the world's leading PPC agencies, each short, no-fluff episode turns real client spend into what's-working-now guidance — Performance Max, bidding, creative, tracking, and the AI shifts rewriting paid search — so you can turn ad spend into profit, three times a week.