Should You Use Broad Match Keywords?

What you need to know before using Broad Match keywords in Google Ads:

Broad Match keywords are keywords matched to Google search queries that are (sometimes) similar to your targeted keywords. They are usually (but not always) related to the meaning of your keyword.

For example, let’s say you’re a clothing retailer and want to run a search campaign for the keyword “men’s shirts.” If you use Broad Match for this keyword, your ad has the opportunity to appear for searches like “buy men’s shirts,” “men’s shirt sizes,” or “men’s shirt styles.”

Broad Match keywords can be a good option if you want to reach a wide audience and get your ads in front of as many potential customers as possible.

However, because Broad Match keywords are matched to a wide range of similar search queries, they are often less targeted than other types of keywords, sometimes leading to less relevant traffic.

To combat this, use negative keywords to exclude irrelevant search queries from triggering your ad.

For example, if you don’t want your ad to appear for searches for “women’s shirts,” you can add “women’s” as a negative keyword to prevent your ad from being shown for those searches.

Broad Match keywords tend to work best with automated bidding strategies like Target ROAS, in accounts with a decent amount of conversion data.

They’re often not the best choice for new accounts, those on a tight budget, or with unique products or services. It’s best to stick to Exact Match and Phrase Match keywords in these cases.

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