What is broad match?

When you're setting up ads online, like on Google or Bing, you choose keywords that tell the ad platform when to show your ad. Broad match is one type of keyword setting, and it's the most flexible. It means your ad can appear for searches that are related to your keyword, even if the exact words aren't used.

Think of it this way: if your keyword is "women's hats," broad match might show your ad for searches like "ladies headwear," "winter hats for women," or even "fashionable caps." The ad platform uses its understanding of language and user intent to match your keyword to a wide range of relevant searches. This can be great for getting your ad in front of many people who might be interested in what you offer, but it also means your ad could show up for searches that aren't perfectly aligned with your product or service.

Why it matters

Broad match is important because it offers the widest reach for your ad campaigns. If you're looking to discover new ways people search for your products or services, or if you want to cast a wide net to generate a lot of traffic, broad match can be a powerful tool. It helps you uncover search terms you might not have thought of yourself, which can then be used to refine your keyword strategy.

However, this wide reach comes with a trade-off. Because broad match is so flexible, your ads might show for searches that are only loosely related to what you're selling. This can lead to wasted ad spend if people click on your ad but aren't actually looking for your specific product. It's like fishing with a very large net; you catch a lot of fish, but some of them might not be the kind you want to keep.

Best practices

Using broad match effectively requires a careful approach. It's not about setting it and forgetting it; it's about active management to ensure you're getting valuable traffic.

Using negative keywords

One of the most crucial tools when using broad match is negative keywords. These are words or phrases that you tell the ad platform NOT to show your ad for. For example, if you sell new cars and use the broad match keyword "used cars" (which is not recommended, but for illustration), you would add "free" or "rental" as negative keywords to prevent your ad from showing up for searches like "free used cars" or "used car rental." This helps filter out irrelevant searches and saves you money.

Monitoring search terms

Regularly checking your search term report is essential. This report shows you the actual queries people typed into the search engine that triggered your ads. By reviewing this data, you can identify terms that are highly relevant and add them as new, more specific keywords (like phrase or exact match). More importantly, you can spot irrelevant terms that are wasting your budget and add them to your negative keyword list.

Combining with other match types

While broad match provides reach, it's often best used in combination with more restrictive match types like phrase match and exact match. A common strategy is to use broad match for discovery and traffic volume, phrase match for more targeted traffic, and exact match for highly qualified leads. This mixed approach allows you to balance reach with control over your ad spend.

Common pitfalls to avoid

Many new marketers make mistakes when first using broad match, leading to frustration and wasted budget. Here are some to watch out for:

• Not using negative keywords: This is perhaps the biggest mistake. Without negative keywords, your broad match campaigns can quickly become very expensive as your ads show for many irrelevant searches.
• Relying solely on broad match: While it offers great reach, broad match alone often isn't the most efficient strategy. A balanced approach with other match types provides better control and performance.
• Ignoring search term reports: If you don't regularly review what actual searches are triggering your ads, you're missing opportunities to optimize your campaign, add new keywords, and block irrelevant ones.

In summary, broad match is a powerful keyword option for expanding your reach and discovering new search queries. To use it successfully, you must actively manage your negative keywords and regularly review your search term reports. By doing so, you can harness its benefits while minimizing wasted ad spend and improving your campaign's overall effectiveness.