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What are broad match keywords?
Broad match keywords are the default and most flexible match type in online advertising platforms like Google Ads. When you use broad match keywords, your ads can appear for a wide variety of search queries, including not only the exact keyword you selected but also for variations, synonyms, related terms, misspellings, and other relevant searches. This gives your ads a broad reach, meaning they can be triggered by a wide range of searches that might be relevant to your product or service.
Key Characteristics of Broad Match Keywords:
- Wide Reach: Broad match keywords can trigger ads for searches that are related to your keyword but may not exactly match it. This includes synonyms, related terms, variations in word order, and even potential misspellings.
- Example:
- If you set the keyword as “women’s shoes”, your ad could show up for searches like:
- “buy women’s footwear”
- “ladies’ shoes”
- “shoes for women”
- “women’s high heels”
- “best shoes for women”
- “shoes online”
- Misspellings like “womens shoes”
- If you set the keyword as “women’s shoes”, your ad could show up for searches like:
- No Need for Exact Matching: Broad match allows for more flexibility than exact or phrase match types. For example, if someone searches for “shoes for women” or “female footwear,” your ad could still appear, even though those phrases aren’t exactly the same as your keyword (“women’s shoes”).
Pros of Broad Match Keywords:
- Increased Reach: Since your ads can appear for a variety of relevant queries, broad match helps increase visibility and reach for your campaigns.
- More Traffic Opportunities: With broad match, you may capture traffic from searches you hadn’t anticipated, potentially uncovering new markets or audiences.
- Less Manual Work: Broad match keywords allow for more automated targeting, reducing the need to continually add new variations or closely monitor keyword phrases.
Cons of Broad Match Keywords:
- Less Control: Your ads might show up for irrelevant searches, resulting in wasted spend. For example, if you’re selling high-end women’s shoes, your ad might show up for searches like “cheap shoes” or “shoes for men,” which are not ideal.
- Potential for Low-Quality Traffic: Since broad match can capture a wide range of search queries, it can also bring in people who aren’t as likely to convert, potentially lowering your return on investment (ROI).
- Higher Costs: If broad match terms lead to irrelevant clicks, it can increase your cost-per-click (CPC) and overall ad spend.
Best Practices for Using Broad Match Keywords:
- Use Negative Keywords: To prevent irrelevant searches from triggering your ads, add negative keywords (e.g., “cheap,” “free,” or unrelated terms) to filter out unwanted traffic.
- Monitor and Adjust: Regularly review the search terms report in your ad platform to see which search queries triggered your ads. If you notice irrelevant queries, you can adjust your keyword strategy or add new negative keywords.
- Use in Combination: Many advertisers use broad match in combination with other, more restrictive match types (like phrase or exact match) to balance reach with control.
Summary:
Broad match keywords help increase visibility by allowing ads to appear for a wide range of related search queries. While this can lead to more traffic, it also carries the risk of showing ads for irrelevant searches, making it important to use negative keywords and monitor performance closely.
