What is broad match?

Broad match is the widest keyword option in Google Ads. Your ad can show for searches that are related to your keyword, even when the words themselves are not in the search. Google looks at the meaning of the search and at other signals in your account.

Why is broad match important?

Wider reach: you reach searches you had not thought of yourself.
New search terms: the search terms report shows what people really search for.
Fits automated bidding: Google often recommends broad match together with Smart Bidding, as long as you track conversions well.

Examples of broad match

The keyword running shoes can also get impressions for “shoes to go jogging in”.
A local plumber with replace boiler can show for “get a new central heating boiler fitted”.
A search like “free boiler” can be excluded with a negative keyword.

How do you use broad match?

Use broad match together with a bid strategy that optimizes for conversions and with reliable conversion tracking. Check the search terms report regularly and exclude irrelevant searches with negative keywords. Want help with the setup? See our approach to Google Ads campaigns.

Broad match