BROAD MATCH KEYWORDS EXPLAINED
WHAT IS BROAD MATCH
• Broad Match is in the Keyword Selection of Google Ads and informs Google how to target keywords in ads.
• It reaches the widest audience online as it targets all variations of keywords with the keyword you entered.
• Broad Match Keywords are vague and not as targeted as “Phrase Match” or “Exact Match” keywords.
• Broad Match Keywords are the default setting in Google Ads, and perfect for creating brand awareness.
• If you want to take advantage of Artificial Intelligence for Google Ads, you need to use Broad Match Keywords.
BROAD MATCH TARGETS THE FOLLOWING KEYWORDS:
SYNONYMS
It returns all variations of the keyword you entered, even if the wording is completely different.
EXAMPLE
If you enter ‘SEO‘ as a broad match keyword, Google can target keywords in a broad category such as ‘online marketing‘ or ‘internet advertising for newbies‘.
RELATED CONCEPTS
It triggers all types of keywords with the concept of the keyword you specified.
EXAMPLE
If you enter ‘Car Rentals‘ as a broad match keyword, Google can target keywords with related concepts such as ‘Affordable Taxi Services‘ or ‘Automobile hire near me‘.
USER INTENT
Google’s Artificial Intelligence determines if searches have the same intents as your broad match keywords.
EXAMPLE
If you enter ‘Basketball Shirts for Sale‘ as a broad match keyword, Google can target keywords with similar intents such as ‘Nike Basketball Top Specials‘ or ‘Buy Basketball Clothes‘
MISSPELLINGS AND PLURALS
Google accounts for misspellings and plurals when people conduct searches in broad match keywords.
EXAMPLE
If you enter the keyword ‘ SEO Specialist‘ as a broad match keyword, Google can target keywords such as ‘SEO specialists‘ or ‘SEO specliast‘ (misspelling)
FREQUENTLY ASKED QUESTIONS
Why do people use Broad Match?
It gives you a much wider reach than “Exact” and “Phrase” match keywords. Google uses AI to match your ads to different search terms that have the same intent, which can bring more traffic.
When should I use Broad Match?
It works best when you want to discover new keywords, increase reach, or let Google’s AI learn which searches convert the best for your business.
Is Broad Match more expensive than Exact or Phrase Match?
Not always, but it can waste budget if your targeting isn’t set up properly. Pairing Broad Match with good audience targeting or conversions usually keeps it efficient.
Can Broad Match bring irrelevant clicks?
Yes, if it’s not controlled. Using negative keywords and strong ad copy helps keep your traffic focused and avoids wasted spend.