Guide · Paid search
Broad Match Keywords: When They Work in Google Ads
Broad match keywords let your Google Ads show on searches that are related to your keyword, not only ones that match its words. They give the most reach of the three match types. They work best with Smart Bidding and accurate conversion tracking, and they waste money without them.
What broad match is
Broad match is the default match type in Google Ads. You type the keyword with no symbol, and your ad can show on searches that are related to it. They do not have to share its literal words or meaning.
To pick matches, Google also looks at a person's recent searches, the content of your landing pages and the other keywords in the ad group.
That is why broad match keywords bring the most reach and the least control.
Broad, phrase and exact match side by side
Each match type trades reach for control. Broader types also catch every search that the narrower types catch.
Match type How you write it Who sees the ad Reach Broad running shoes Searches related to the keyword, even without its literal meaning Widest Phrase "tennis shoes" Searches that include the keyword's meaning, even if more specific Middle Exact [red shoe] Searches with the same meaning or intent Narrowest If your goal is tight control over who sees the ad, exact match fits best. If your goal is to find new searches, broad match fits best. Phrase match sits between the two.
What happened to broad match modifier
Older accounts may still show keywords with a plus sign, like +running +shoes. That was the broad match modifier. Google began folding it into phrase match in February 2021. In July 2021, new modifier keywords could no longer be created.
Existing modifier keywords keep serving, but they now act as phrase match. Word order still matters in the updated phrase match. Exact and broad match were not changed by this update.
So today the choice is simple. Use broad when you want reach, phrase when you want reach with word order, and exact when you want control.
Sources: Google Ads Help, About changes to phrase match and broad match modifier; Search Engine Roundtable, 30 June 2021
Why Smart Bidding changes the picture
Broad match used to be known for wasted clicks. Google now says it is critical to use Smart Bidding with it. Smart Bidding sets a bid for each search using signals available at the time of the auction. The idea is that you compete only in the right auctions, at the right bid, for the right person.
Google reports that advertisers who changed exact match keywords to broad match in target CPA campaigns can see an average of 35% more conversions. It also cites a test by Meetic Group, an online dating service, with a 70% rise in conversions while meeting its CPA targets. Both come from Google's own data, not from an independent test. Treat them as the vendor's own claims.
Google also says this works best when conversions are measured correctly. If your tracking is wrong, the bidding system learns from wrong data.
Sources: Google Ads Help, About keyword matching options; Google, Reaching the right customers on Search (March 2023)
When broad match keywords work, and when they waste spend
Use this short checklist before you switch a keyword to broad match.
Situation Broad match Conversion tracking is set up and accurate Likely to help Campaign uses Smart Bidding, such as target CPA Likely to help You want new search terms you had not thought of Likely to help Tracking is missing or counts the wrong actions Risk of wasted spend Manual bidding with a small daily budget Risk of wasted spend Brand safety or very narrow offers need strict control Exact or phrase is safer The table comes from combining Google's guidance with common sense. It is not a Google rule. Start small. Change one ad group, watch the results for a few weeks, then decide.
Read the search terms report often. It shows the real searches that triggered your ads. Our guide to search intent helps you judge whether those searches come from buyers or browsers.
Sources: Google Ads Help, About keyword matching options; Google, Reaching the right customers on Search (March 2023)
Keep control with negative keywords
Broad match needs a safety net. Negative keywords stop your ads from showing on searches you do not want. Google's example is an optometrist who sells eyeglasses and excludes wine glasses.
Negative keywords also have match types. A broad negative blocks the ad when the search contains all the negative words, in any order. A phrase negative needs the same order. An exact negative needs the exact terms and nothing else.
Add negatives as you find waste in the search terms report. Our negative keywords guide shows how to build the list, and our keyword research guide helps you pick the starting terms.
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