Broad match type

Keyword matching options are parameters that you set for your keywords so that your ads appear on searches according to your needs. These settings determine which search queries trigger your ad. We distinguish between 4 types: broad match, exact match, phrase match, and broad match modifier.

What is broad match?

Broad match is the most flexible solution of choice if you are targeting a wider audience. Thanks to this, you will attract a larger number of users and at the same time potential customers to your website. Your ads may also appear to users who have not entered a keyword that is exactly the same as the one they entered.

For example, grammatical errors, derived words, synonyms, singular and plural words, related searches, and more. This type of match may also take into account the customer’s recent search activity.

How to use broad match?

Setting broad keyword matches will save you time by leaving most of your work to algorithms. However, you run the risk of showing your ad on less relevant search queries.

The benefit is to create a list of all the keywords that a potential customer could use when searching. To limit the reach of your search to relevant queries, you need to implement negative keywords.

Examples of the use of broad match

If your keyword is “men’s clothing” your ad may appear if someone searches for buy men’s clothing, men’s clothing, clothing for men, men’s, discounted men’s clothing, etc.

Google cites the keyword “low-carb diet plan” as an example. Ads can also show broadly when searching for carbohydrate-free foods, non-carbohydrate foods, low-calorie diets, low-calorie recipes, Mediterranean diets, and more.

“We recommend using a combination of two or more keyword match types to run an effective ad campaign. For example, if you use broad and phrase matching, you’ll reach a wider audience and determine who can see your ad. ”

“To ensure that your ads don’t show for a particular search term, add it to your ad group or campaign as a negative keyword.”

“Pausing or deleting a keyword will not prevent one of your broad-matched active keywords from expanding into that term. For example, if your ad group contains broad match flowers and tulips, and you pause the keyword tulips, your ads may still show for the search term tulips because it’s similar to the active broad-matched word flowers. ”

“Broad match may be a better choice if you’re trying to reach a wider audience.”

Comparison of match types in the table (according to Google)

broad match type

About the Author:

Account Manager for BlueWinston. I take care of our clients and help them create and optimize campaigns. I enjoy writing blogs on topics in the field of PPC advertising and preparing a case studies with interesting results that we achieved through BlueWinston.