Definition:
The Broad match is a rule used in online ad systems that means that when a user uses a keyword in a search engine or marketplace, results are returned not only related to the word entered, but variations in the order of words, synonyms and related terms.
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Representation of the broad Match
It is represented in Google Ads and Bing Ads as a keyword written without square brackets or quotation marks.
It is the default option in ad systems such as Google Ads, Bing Ads and Amazon Advertising. It is a useful option that should be used however with care, as it can show the paid ad in irrelevant or low-converting searches.
Examples of broad match
For searches such as “wooden floor” the search engine can return results as disparate as “dollhouse”, “floating flooring”, “parquet installers”, or “rent floor with wooden floor”.
That is why this type of search must be used fundamentally with care, and always using negative keywords to exclude results not related to what you want to advertise.
Frequently asked questions about Broad Match
What is Broad Match?
Broad Match is a type of keyword match in advertising platforms that allows ads to be triggered by related searches, variants, synonyms or similar intents. It gives more reach than more restrictive options.
What is Broad Match used for?
It is used to discover new queries, expand coverage and capture demand that is not planned in a closed keyword list. It can be useful when there is good conversion tracking, enough data and control of negative terms.
What is the difference between Broad Match and Exact Match?
Broad Match can trigger ads for related searches even if they do not exactly match the keyword. Exact Match limits activation more to queries with the same meaning or very close intent.
What risks does using Broad Match have?
It can generate spend on searches that are not very relevant if terms, conversions and negatives are not reviewed. That is why it should be accompanied by reliable measurement, adequate segmentation, controlled budgets and frequent optimization.