Broad Match (noun): A Google Ads keyword match type that lets your ad show on searches related to your keyword, even if they don’t contain the same words.
How it works
With broad match, the keyword “kitchen remodeling” might trigger your ad for “cabinet refacing cost” or “remodel contractors near me.” Google uses the meaning of the search, not just the words.
The three match types
- Broad match: Searches related to your keyword. Widest reach.
- Phrase match: Searches that include the meaning of your keyword.
- Exact match: Searches with the same meaning as your keyword. Tightest control.
Pros and cons
Broad match finds searches you would never think to add yourself. It also occasionally decides “kitchen remodeling” and “kitchen remodeling jobs” mean the same thing. They don’t, and you pay for every one of those clicks.
It works best paired with Smart Bidding, solid conversion tracking and a healthy negative keyword list.
How to keep it in check
- Review the search terms report every week
- Add negative keywords like “jobs,” “DIY,” “free” and “salary”
- Watch cost per lead, not just clicks