Broad match is a keyword match type used in search engine advertising (SEA) platforms like Google Ads and Bing Ads. It allows your ads to appear for a wider range of search terms than other match types like phrase match or exact match.
Here’s how it works:
- When you enter a keyword as a broad match keyword, your ad will be eligible to show for searches that include all the words in your keyword, in any order, and with additional words.
- For example, if your keyword is “running shoes,” your ad could show for searches like “buy running shoes online,” “best running shoes for beginners,” or even “running shoes for sale near me.”
- Google Ads may also show your ad for searches that include synonyms, misspellings, or related terms, such as “jogging shoes” or “sneakers.”
Benefits of using broad match keywords:
- Reach a wider audience: Broad match can help you reach a larger audience of potential customers who are searching for terms related to your products or services.
- Increase impressions and clicks: By showing your ad for a wider range of searches, you can increase the number of impressions and clicks your ad receives.
- Discover new keywords: Broad match can help you discover new keywords that you may not have thought of before, which you can then add to your keyword list.
Drawbacks of using broad match keywords:
- May trigger irrelevant searches: Your ad may be shown for searches that are not relevant to your products or services, which can lead to wasted clicks and impressions.
- Difficult to control costs: Broad match can be more difficult to control your costs than other match types, as you may be paying for clicks from irrelevant searches.
- Requires careful monitoring: You need to carefully monitor your broad match keywords and exclude irrelevant search terms to ensure that your ads are only showing for relevant searches.
Here are some tips for using broad match keywords effectively:
- Start with a small number of keywords: Begin with a small number of broad match keywords to test the waters and see how they perform.
- Use negative keywords: Use negative keywords to exclude irrelevant search terms that you don’t want your ad to show for.
- Monitor your performance closely: Track your keyword performance metrics, such as impressions, clicks, and conversions, to see which broad match keywords are working well and which ones are not.
- Make adjustments as needed: Based on your performance data, make adjustments to your broad match keywords, such as adding negative keywords or changing your bids.
Overall, broad match keywords can be a valuable tool for reaching a wider audience and increasing impressions and clicks for your ad campaigns. However, it’s important to use them carefully and monitor their performance closely to avoid wasting money on irrelevant searches.