Broad Match

Broad Match is the default keyword match type in Google Ads that allows ads to show not only for the defined keyword but also for synonyms, variations, misspellings, and thematically or contextually related queries.

Unlike Exact Match, Broad Match acts like a “wide net.” Google’s AI interprets the user’s intent and decides whether to display the ad, even if the query typed into the search engine does not contain any words from your keyword list.

How does Broad Match work in practice? (Example)

The mechanism is best illustrated by the difference in precision:

Your Keyword: running shoes
Exact Match: Ad shows only for: “running shoes”, “shoes for running”.
Broad Match: Ad may show for: “how to prepare for a marathon”, “sports clothing reviews”, “cheap gym sneakers”.

Business Risk: Broad Match generates the highest reach (Volume) but often the lowest relevance. Without proper control, it is the primary cause of Budget Waste—spending money on clicks from users with no purchase intent.

When is Broad Match a threat versus an opportunity?

In modern marketing (post-2025 Google Ads), the role of Broad Match has evolved. It is no longer just a “junk traffic generator,” provided the right technology is used.

The Threat (Manual Bidding): If you use Broad Match with manual bidding, you risk bringing thousands of random visitors to your site. This is the fastest way to kill your Conversion Rate (CR).
The Opportunity (Smart Bidding): When paired with Smart Bidding algorithms (e.g., tCPA, tROAS), Broad Match becomes a powerful scaling tool. Google’s AI analyzes millions of user signals (history, location, interests) and bids on a Broad Match query only when it predicts a high probability of conversion.

How to control Broad Match? (The Role of Negative Keywords)

To prevent Broad Match from draining your budget, aggressive use of Negative Keywords is mandatory.

Delante’s strategy involves “Traffic Sculpting”: We allow the system to search broadly but set hard boundaries by excluding terms like: free, reviews, DIY, jobs, wikipedia. Only then does the “wide net” catch fish, not trash.

Should I disable Broad Match in a new campaign?

In most cases, we recommend caution at the start (using Phrase or Exact Match) to "teach" the account what converts. Broad Match is enabled during the Scaling Phase, once the system has gathered sufficient conversion data and Smart Bidding strategies are active.

Why does Google recommend switching to Broad Match?

Google promotes Broad Match because it increases the pool of available ad auctions (more impressions = more revenue for Google). However, for the Advertiser, this is profitable only if the Customer Acquisition Cost (CAC) is strictly monitored. Do not blindly trust "Auto-apply" recommendations.

What is the difference between Broad Match and Phrase Match?

Phrase Match requires the query intent to contain the meaning of your keyword (often in a specific order or context). It serves as a middle ground between precision (Exact) and reach (Broad).