Broad Match
Fast track (Summarised definition)
A broad match keyword is a type of keyword matching option used in online advertising platforms like Google Ads. It allows your ads to be shown for search queries that are related to your keyword, even if the exact keyword isn't used in the search query.
Full lap (Full definition)
Broad match is a keyword matching option in online advertising that allows your ads to show for searches that are related to your keywords, including variations, synonyms, and related terms. This can help you reach a wider audience and potentially increase your ad's visibility. However, it can also lead to your ads showing for irrelevant searches, which can waste your advertising budget.
When using broad match, the search engine analyses the user's search query and compares it to your keywords. If the query is related to your keywords, the search engine may show your ad. The level of relevance needed to trigger your ad can vary, depending on the search engine's algorithm.
One of the benefits of using broad match is that it can help you discover new keywords that you may not have thought of. By seeing the search terms that are triggering your ads, you can identify new opportunities to target your ads. Broad match can also save you time, as you don't have to manually add all the different variations of your keywords.
However, broad match also has some drawbacks. Because your ads can show for a wide range of searches, you may end up paying for clicks from users who are not interested in your products or services. This can lead to a lower return on investment (ROI) for your advertising campaigns. To mitigate this, it's important to monitor your search terms report and add negative keywords to prevent your ads from showing for irrelevant searches.
Ultimately, the best way to use broad match is to test it and see how it performs for your specific campaigns. You may find that it works well for some keywords but not for others. By carefully monitoring your results and making adjustments as needed, you can use broad match to reach a wider audience and drive more traffic to your website.