Rein in broad match keywords that leak spend.
Find broad keywords bought with too little control, and add tighter versions.
The problem.
Broad match fills volume, and the cost shows up as spend on queries nobody chose. It only pays when the conversion signal behind it is strong.
What you can do in Orphex.
Which broad match keywords in the Trail · Core ad group spend above our cost per conversion with a low CTR? Add exact match versions of them.
Orphex reads keywords with their match type, CTR and cost per conversion.
Your assistant flags broad keywords whose CTR shows they matched the wrong queries, and leaves broad keywords that beat your average alone.
The packet adds the exact versions. Pausing a broad keyword is a separate preview, if you ask for it.
What you’ll see
Which broad match keywords in the Trail · Core ad group spend above our cost per conversion with a low CTR? Add exact match versions of them.
Three broad keywords cost about twice your $32 average per conversion, with CTR under half your norm. Here are their exact versions in one packet. Nothing has reached Google Ads yet.
| Keyword | Match | Broad version, cost per conversion |
|---|---|---|
| trail running shoes | Exact | $71 |
| waterproof trail shoes | Exact | $64 |
| mens trail shoes | Exact | $58 |
The result.
What Orphex reads for you
- Keywords with their match type
- CTR, CPC and cost per conversion per keyword
- Search impression share where available
After you confirm
- The packet adds the exact versions. Pausing a broad keyword is a separate preview, if you ask for it.
- Undo proposes removing the keywords you added.
Tightening always costs some volume. If you’re behind on pace, that trade may not be worth it this month.
Ask it another way.
Is broad match wasting our budget?
Should we use exact match for our top keywords?
Audit the match types in the Trail ad groups.
Questions.
Will tightening cost volume?
Yes, some. If you’re behind on pace, that trade may not be worth it this month.
Are good broad keywords left alone?
Yes. Broad keywords that beat your average aren’t flagged.
Related skill
Orphex Search Term Cleaning
Review supplied Search terms to separate irrelevant spend from relevant demand and prepare scoped, risk-aware negative keyword proposals.
Related use cases.
Stop your campaigns from bidding against each other
Find search terms served by more than one campaign, and send each to the one that converts.
Open use casePause generic keywords that spend and never convert
Find non-brand keywords with real spend and no conversions, and fix or pause each one.
Open use case
Try it on your own account.
Free plan: 3 connected accounts, 250 reads and 50 actions a month. No card needed. Changes must be switched on for your workspace.