Broad Match Isn’t a Killer

Welcome to a space where every edition delivers insights, strategies, and inspiration to fuel your advertising brilliance. 🤯

🧠 Broad Match Isn’t the Villain, It’s an IQ Test for Your Structure

Most brands avoid broad match like it’s a threat. In reality, it’s the sharpest algorithmic weapon in your Google stack, but only if you train it properly. If you treat broad match like exact match with a bigger net, you’re not just wasting budget, you’re misreading the game entirely.

Broad Match Is a Bloodhound, Not a Map

Think of broad match as a scent-based hunter. It doesn’t follow directions, it follows patterns.

And if you haven’t trained it with clean signals, exclusions, and intent data, it’ll chase squirrels instead of sales.

That’s why Feeder Campaigns are non-negotiable: They give your account the behavioral clarity, broad needs to lock onto high-quality users, before you ever ask it to optimize toward revenue.

Why Most Broad Match Campaigns Fail (And How to Flip the Logic)

The failure pattern:

• Broad match is launched directly with a purchase goal.
• No exclusions. No audience cues. No prior conversion scent.
• CPCs spike. ROAS tanks. Blame gets assigned to Google.

The elite pattern:

• A feeder campaign runs with exact-match keywords + low-friction decoy conversions (e.g., time on site, YouTube subs).
• Broad match learns from this clean traffic, layered with tight exclusions and warm-intent audiences.
• You get scale without chaos, and in many cases, CPCs drop by 40–60%.

Broad match isn’t a setting, it’s a mirror for your backend logic.

The Real Business Lens: Why This Unlocks TAM, Not Just ROAS

Every exact-match setup eventually plateaus. You’re just harvesting pre-qualified buyers who already know what they want. But broad match, trained via feeder logic, lets Google find people you didn’t know to target.

It’s not just about conversions. It’s about discovering intent you didn’t plan for, and winning market share your competitors still ignore.

The Smartest Media Buyers Aren’t Avoiding Broad, They’re Engineering It

You don’t fear Google’s AI. You feed it strategically.

And once it’s trained, you stop optimizing for ROAS… and start scaling controlled acquisition with full margin clarity.

Broad match isn’t the villain. It’s the performance weapon your account structure was too scared to use.

Together with Eko

Your product gallery holds the answers.

Most brands just aren't looking there.

Marketers spend hours optimizing ads and landing pages, but the real decision-making happens on your PDP. That's where shoppers compare and decide what to buy.

This guide from Eko breaks down what most brands overlook: 

How product gallery engagement data can reveal what's working, what's missing, and what's slowing customers down.

See how brands like Mockingbird and Andie Swim improved conversion with simple changes.

You’ll learn how to identify high-intent signals inside your gallery. 

Get this playbook to build product pages that convert with more clarity and confidence.

Download the free guide from Eko and start using the data already on your site!

🚀  Reel of the Day

What Works:

1. Frustration Priming Through Micro-expression Loops - Instead of starting with an obvious tutorial or pain point, the Reel leads with primed emotional agitation. Her subtle huffs, blinks, and squints aren’t just dramatic; they’re micro-expression triggers that signal frustration without explanation. 

3. Caption Design & Language - The caption “Ditch the glue and swap to our pre-glued lashes girl👀” is optimized for TikTok/IG-native dialect. The phrase “girl👀” is conversational but directive, functioning as a synthetic peer endorsement, not a brand talking at you, but a friend telling you what to do.

3. Single-Lash POV: The product isn’t overly beautified, it’s shown mid-use, held with tweezers, not airbrushed. This is a raw POV aesthetic that boosts believability

Broader Insights:

This isn’t just “funny then easy,”  it’s a disarm + demonstrate content format. It uses overexpressed failure to lower the viewer’s psychological defenses, then low-friction proof to slip in product trust.

Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰