Once you have implemented broad match and Smart Bidding, what three campaign best practices should you follow? Select 3 Correct Responses
Select all correct answers
Correct Answers
Paying attention to negative keyword targeting
Use of responsive search ads
Use of contextual signals
Why is this the correct answer?
Once you have implemented broad match and Smart Bidding, the three campaign best practices to follow are using responsive search ads, paying attention to negative keyword targeting, and using contextual signals. Broad match combined with Smart Bidding relies on Google's AI to match queries and optimise bids, but human oversight is still essential. Responsive search ads give the system flexible creative combinations to test; negative keywords prevent wasteful matches that Smart Bidding can't override; and contextual signals (such as audience lists and seasonality adjustments) feed additional data into the bidding model, improving performance at every stage of the funnel.
Why are the other options incorrect?
Monitoring of Quality Score
Monitoring of Quality Score is not one of the three recommended best practices when broad match and Smart Bidding are active — Smart Bidding optimises for conversions rather than Quality Score as a standalone metric.
Use cross-device reporting
Cross-device reporting is a reporting tool, not a campaign best practice specific to broad match and Smart Bidding — device performance is automatically factored into Smart Bidding's bid adjustments.
Real-World Example
A travel agency activates broad match and Smart Bidding on a 'holiday packages' campaign. They add responsive search ads with 10 headlines and 4 descriptions, set up negative keywords like 'free' and 'DIY', and layer remarketing lists as contextual signals. Within 30 days, cost per booking falls from £48 to £31 as the bidding model learns from the richer signal set and RSAs surface the most relevant creative combinations for each query.