The Hubspoke Guide to Keyword Match Types, Bidding Strategies, and Campaign Efficiency

In the ever-evolving landscape of digital marketing, Google Ads remains a cornerstone for businesses looking to reach their target audience. However, the platform is not without its complexities. One of the most critical aspects of running a successful Google Ads campaign is understanding keyword match types and bidding strategies. This comprehensive guide, brought to you by Hubspoke Marketing, aims to demystify these concepts and offer actionable insights for improving your Google Ads performance.

The Evolution of Keyword Match Types

Broad Match: A Comprehensive Approach

Broad match keywords are the most inclusive type of keywords in Google Ads. They allow your ads to show up for searches that are related to the keyword, even if the search query doesn’t contain the keyword itself. For example, if your keyword is “lawn mowing service,” a broad match could trigger your ad for searches like “grass cutting companies” or “yard maintenance services.”

Phrase Match: The Meaning Matters

Phrase match keywords have evolved significantly over time. Initially, they required the search query to include the exact phrase. However, Google Ads has shifted towards semantic matching, meaning your ads will now show up for searches that include the meaning of the keyword, not just the specific words. For instance, a search for “lawn mowing service” could trigger your ad for a query like “hire a company to mow my lawn.”

Exact Match: Precision Targeting

Exact match keywords offer the highest level of control. They will only trigger your ad for searches that are an exact match or are extremely close variants of your keyword. This match type is ideal for businesses that know exactly what their customers are searching for and want to target those queries precisely.

Bidding Strategies: Finding the Right CPC

The Intuitive Approach

Determining the right cost-per-click (CPC) for new keywords can be challenging. While tools like Google’s Keyword Planner offer some guidance, they are not always reliable. An intuitive approach involves starting with a base bid and adjusting it based on the keyword’s perceived value. For instance, if you’re targeting a broad audience, you might start with a lower CPC and adjust upwards based on performance.

The Data-Driven Method

Another approach is to analyze historical data, such as lost impression share due to rank, to make informed decisions. You can also look at search term data to understand what keywords are driving traffic and conversions. This data-driven approach allows for more precise bid adjustments and can lead to better campaign performance.

Campaign Strategies: The Hubspoke Methodologies

The Popular Strategy

The Popular Strategy involves targeting a wide audience using broad match keywords. This approach is like sailing a boat; you have some control but are also influenced by external factors like competition and search volume. It’s a good starting point but requires constant adjustments to maintain course.

The Hubspoke Strategy

The Hubspoke Strategy is akin to driving a race car. It involves starting small with exact match keywords and manual bidding to gain quick wins. As you gather data and insights, you gradually expand your campaign, adding new keywords and match types based on performance. This strategy offers greater control and the ability to make quick, data-driven decisions.


Mastering Google Ads requires a deep understanding of keyword match types and bidding strategies. The Hubspoke methodologies offer a balanced approach, allowing you to start with a broad scope and then narrow down based on performance data. Whether you’re new to Google Ads or looking to optimize your existing campaigns, these strategies can provide a roadmap to success.

For more insights and advanced strategies, stay tuned to Hubspoke Marketing. We’re here to help you navigate the complexities of digital advertising and achieve your business goals.


  1. Google Ads Official Website: For those who are new to Google Ads and want to get started.
    Visit Google Ads
  2. Google’s Keyword Planner Tool: A useful tool for keyword research and bid estimation.
    Check out Google’s Keyword Planner
  3. Moz’s Beginner’s Guide to SEO: Offers insights into the world of SEO, which is closely related to Google Ads.
    Read Moz’s Guide
  4. HubSpot’s Guide on PPC: An in-depth guide on Pay-Per-Click advertising, of which Google Ads is a major platform.
    Explore HubSpot’s PPC Guide
  5. WordStream’s Google Ads Performance Grader: A tool that evaluates the strength of your Google Ads account.
    Try WordStream’s Performance Grader
  6. Search Engine Journal on Latest Google Ads Updates: Stay updated with the latest changes and features in Google Ads.
    Read Latest Updates on SEJ
  7. Neil Patel’s Blog on Conversion Optimization: Learn how to improve your ad’s conversion rates.
    Neil Patel’s Conversion Tips

Navigating Bidding Strategies in Google Ads: A Comprehensive Guide


Choosing the right bidding strategy in Google Ads can be a game-changer for your online advertising efforts. The platform offers various options, including manual and automated bidding, each with its own set of advantages and drawbacks. This blog post aims to provide a comprehensive understanding of these strategies to help you make an informed decision.

Manual vs. Automated Bidding: The Eternal Debate

The Essence of Manual Bidding

In manual bidding, you have the control to set the cost per click for each keyword or ad group. This approach offers granular control but demands constant attention and fine-tuning.

The Convenience of Automated Bidding

Automated bidding takes the guesswork out of the equation. Google’s algorithms adjust your bids in real-time based on your campaign objectives, such as maximizing clicks or conversions. This can be a time-saving option but may require a leap of faith in machine learning.

Setting Clear Campaign Goals

Why Focus on Conversions and Clicks?

The primary objective of any advertising campaign should be to maximize value. Whether it’s conversions, clicks, or both, your goals will guide your bidding strategy.

Target Metrics in Automated Bidding

When opting for automated bidding, you can set specific performance targets like Cost Per Acquisition (CPA) or Return On Ad Spend (ROAS). These metrics help the algorithm optimize your bids more effectively.

Choosing the Right Strategy for Your Campaign

Starting Off with Manual Bids

If you’re new to Google Ads or operating on a tight budget, manual bidding can be a good starting point. It allows you to gain insights into which keywords and phrases are driving traffic and conversions.

Making the Shift to Automated Bids

Once you have a good grasp of your campaign metrics and performance, transitioning to automated bidding can be beneficial. Automated strategies can efficiently achieve your campaign goals without the need for constant manual adjustments.

The Importance of Data and Testing

Experiment Before You Commit

Before diving headfirst into automated bidding, consider running small-scale experiments to gauge its effectiveness. This will provide you with a performance baseline and help you make more informed decisions.

Data-Driven Adjustments

Regardless of the bidding strategy you choose, ongoing data analysis is crucial. Regularly reviewing your performance metrics will enable you to make necessary adjustments and optimize your campaign.

The Human Factor

At the end of the day, the success of a Google Ads campaign is not solely dependent on the bidding strategy employed. It’s also about the expertise and judgment of the person managing the campaign. Both manual and automated strategies have their merits, and the optimal approach often depends on individual preferences and comfort levels.


Selecting the appropriate bidding strategy is a critical aspect of running a successful Google Ads campaign. Both manual and automated options have their own sets of advantages and disadvantages. The key to success lies in a balanced approach, guided by continuous testing and data analysis. So, whether you’re a fan of manual control or inclined towards automated convenience, the choice is ultimately yours.