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Paid Media & Advertising

Broad Match

A keyword match type that shows ads for searches related to your keyword, including synonyms and variations.

Why It Matters

Broad match maximizes reach but requires careful monitoring to avoid irrelevant traffic.

How It Works

When you use broad match, Google may show your ad for searches that are related to your keyword but not identical. The algorithm uses context, user intent, and other signals to determine relevance.

Real-World Example

The broad match keyword "running shoes" may trigger ads for "best sneakers for jogging" or "trail footwear."

Common Mistakes

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Using broad match without negative keywords

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Running broad match without smart bidding

Related Terms

Phrase Match

A keyword match type that shows ads when a search includes the meaning of your keyword.

Exact Match

A keyword match type that shows ads only for searches with the same meaning as your keyword.

Negative Keywords

Keywords that prevent your ad from showing for specific irrelevant searches.

Broad Match FAQs

Is broad match worth using?

Yes, when paired with smart bidding and negative keywords, broad match can find high-converting queries you would miss.

How do I control broad match quality?

Add negative keywords regularly and monitor the search terms report to filter out irrelevant queries.

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