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.