{"id":20241,"date":"2020-01-29T15:56:05","date_gmt":"2020-01-29T15:56:05","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/broad-concordance"},"modified":"2026-09-20T13:30:01","modified_gmt":"2026-09-20T13:30:01","slug":"broad-match","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/broad-match","title":{"rendered":"Broad Match"},"content":{"rendered":"

\"BroadDefinition:<\/strong><\/p>\n

Broad match<\/strong> is a keyword match type used in online advertising that allows an ad to participate in searches related to the keyword, even when they do not include its literal terms. It can cover variations, synonyms and other related queries, depending on the platform’s rules.<\/p>\n

It applies to ad selection, not to the ranking of a search engine’s organic results. A search matching a keyword does not guarantee that the ad will appear: the auction and the campaign’s conditions also play a role.<\/p>\n\n

Representation of broad match<\/h2>\n

In Google Ads<\/a>, broad match is represented by writing the keyword without quotation marks or square brackets, for example, wooden flooring. It is the default type assigned when no other type is specified. Microsoft Advertising and Amazon Ads also offer broad match, but their rules and configuration options should not be assumed to be identical.<\/p>\n

The explanation of Google Ads match types<\/a> states that broad match may consider landing page content, other keywords in the ad group and the user’s recent searches. It is not limited to changing word order or replacing words with synonyms.<\/p>\n

Google recommends combining it with Smart Bidding, which adjusts bids according to conversion or conversion value goals. These are different functions: matching helps determine which searches an ad can participate in, while the bid strategy determines how bids are placed. Combining them does not guarantee profitability.<\/p>\n

It should not be confused with modified broad match<\/a>, a historical Google Ads option that used the "+" sign and ceased to be available as an independent matching behaviour in 2021.<\/p>\n

Examples of broad match<\/h2>\n

A company that sells and installs wooden flooring could use that expression as a broad match keyword. Queries such as "floating flooring" or "parquet installers" illustrate related searches that could be relevant, although actual matching depends on the system and the context.<\/p>\n

By contrast, "wooden flooring for a dollhouse" expresses a different need if the company only works on homes. This is an example of irrelevant intent, not a claim that the platform will trigger the ad for that query.<\/p>\n

The search terms report allows advertisers to review recorded queries that have generated activity. Negative keywords help exclude those that do not correspond to the offering, according to the rules of the negative match type used. In Google Ads, these rules do not work in the same way as those for positive keywords.<\/p>\n

Expanding the possible searches can uncover relevant demand, but it can also generate less useful visits. Its assessment should consider conversions and business results, not just the number of clicks.<\/p>\n","protected":false},"excerpt":{"rendered":"

Definition: Broad match is a keyword match type used in online advertising that allows an ad to participate in searches related to the keyword, even when they do not include its literal terms. It can cover variations, synonyms and other related queries, depending on the platform’s rules. It applies to ad selection, not to the […]<\/p>\n","protected":false},"author":6,"featured_media":0,"template":"","encyclopedia-tag":[346],"class_list":["post-20241","encyclopedia","type-encyclopedia","status-publish","hentry","encyclopedia-tag-concordance"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/20241","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/6"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=20241"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=20241"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}