Google Ads Streamlines Broad Match Trials

Google Ads has rolled out a new feature aimed at simplifying how advertisers test broad match keywords within Smart Bidding campaigns. This update could be a game-changer for marketers looking to streamline their A/B testing processes without having to duplicate entire campaigns.

Traditionally, testing broad match versus exact or phrase match keywords has been a manual, time-consuming task. Advertisers were often required to clone campaigns, maintain multiple sets of data, and ensure every adjustment was synced between experiments. This not only increased the workload but also left more room for error.

With this new feature, however, Google introduces a built-in A/B testing framework directly into single Search campaigns. It allows advertisers to compare performance by running tests within the same campaign – significantly reducing the complexity of the process.

The testing setup works by splitting traffic evenly between two arms: one control group, which contains your original keyword match types, and one treatment group, which automatically swaps them for broad match keywords. This allows marketers to gauge how well broad match performs against more specific keyword types in a fair, controlled environment.

One of the key advantages here is that all updates made at the campaign level will be reflected in both groups. This ensures consistency throughout the experiment and eliminates the ‘drift’ that can occur when two campaigns are updated separately.

It’s important to note, though, that this feature only works with standard Smart Bidding campaigns. Advertisers who use portfolio bid strategies will not be able to access this functionality, meaning they’ll have to continue with more traditional testing methods for now.

To launch an experiment, users can either go to the ‘Experiments’ section in their Google Ads dashboard or take action directly from the ‘Recommendations’ tab. If a relevant suggestion appears, advertisers can select ‘Apply as experiment’ and begin their test from there.

According to early adopters, this new testing method provides faster and more accurate results. Because both arms of the test run under the same historical data and campaign settings, performance is easier to track and interpret. There are also fewer cold starts, which helps speed up optimisation.

The feature also introduces built-in reporting tools in the Experiments tab, making it easier to analyse results without needing to export data or create custom dashboards. This will be particularly useful for advertisers who want to make quick, informed decisions on whether broad match is a good fit for their strategy.

Google recommends running the experiment for six to eight weeks to collect meaningful and actionable insights. This duration helps to smooth out any fluctuations in performance and ensures data is statistically significant before drawing conclusions.

The update was first spotted by Hana Kobzová, a well-known PPC expert and founder, who discovered it through a help document published by Google. She described the feature as something that “streamlines testing and removes major friction for PPC managers.”

Many advertisers have long suspected that Google has been quietly nudging them towards using broad match more frequently. With this new update, that direction is becoming clearer – but it also offers tools to help make that transition more thoughtful and evidence-based.

By removing the need for duplicate campaigns and manual synchronisation, this change significantly reduces barriers to testing. For smaller businesses or time-strapped marketing teams, it’s a way to trial broader keyword strategies with minimal setup.

This feature can also offer real benefits in performance. If the test shows that broad match drives better conversion rates or increased efficiency, advertisers can quickly pivot their approach with confidence. It’s a step towards data-led decision-making with less friction.

In summary, Google Ads’ new broad match testing feature is a smart, efficient way to evaluate match types within Smart Bidding. It simplifies the process, improves accuracy, and ultimately gives advertisers more control in a competitive ad landscape.