What is Broad Match?
Broad match is a keyword match type used in online advertising. It is used by multiple advertising platforms, including Google Ads, Apple Ads, and Microsoft Ads, where it is the default match type assigned to your keywords.
Ads set to broad match may appear when a search query includes one or more words in your keyword. The ads may also appear for misspellings, synonyms, variations, and keywords related to the target keyword.
Broad match keywords have a wider reach than other types of palabras clave. This means you do less work and do not have to build an extensive keyword list when you create your ads. However, it also results in your ads appearing for less relevant and unrelated keywords.
For example, if you create an ad that targets the keyword furniture store and set it to broad match, your ads may display when a user searches for keywords like:
- Furniture store
- Home furnishing shop.
You may be okay with your ads appearing for both keywords since they are related to the furniture store keyword you are targeting in your ad. However, your ads may also show up for visitors who search for keywords like home decor y cream colored leather sectional.
These keywords are distantly related to your keyword and may not represent your ideal audience. As a result, ads set to broad match often have high ad spend and impressions but low conversions.
What Are Match Types in Advertising?
A match type indicates how advertising platforms interpret and match the audience’s search query to the keywords you selected for your ad campaign. There are multiple types of match types. However, the three most common ones are:
- Broad match
- Phrase match
- Exact match
Broad match allows the ad platform to display your ads for keywords related to your target keyword, including synonyms, variations, and related terms.
Phrase match ensures your ads are shown for searches that include your target keyword in the exact order you specify, though additional words may appear before or after.
Exact match restricts your ads to display only for searches that match your target keyword exactly or close variations with the same meaning.
Advertisers are required to select a match type when they create their ads. However, multiple popular advertising platforms set the ads to broad match by default. Advertisers can then use this for their ads or select a different advertising match depending on their preferences.
Importance of Broad Match Type Ads
Broad match are the least restrictive of the three common ad match types. This gives them several advantages over more restrictive match types like phrase match or exact match.
For one, the broad match ad type allows your ads to appear for various search queries. This significantly increases your ad visibility and reach and allows your ads to appear to a large pool of potential customers you would not have reached with other match types.
This makes the broad match ad type particularly beneficial for brand awareness campaigns.
Additionally, broad match ad types can help discover new keyword opportunities you might not have considered. This allows it to complement other match types and ensures you do not miss out on potential traffic that falls outside the scope of more restrictive match types.
Another key benefit of the broad match ad type is its ability to adapt to evolving user search behavior. As search trends change, broad match automatically captures relevant queries without requiring you to update your keyword list. This flexibility makes it easier to manage campaigns, especially for advertisers with limited resources.
However, while a broad match type offers greater reach, it can lead to highly irrelevant traffic and wasted ad spend. Broad match type ads can also have lower click through rates than other ad types, which makes it crucial that you monitor them closely.
Overall, broad match ad types can be powerful tools for maximizing exposure, driving traffic, and uncovering new opportunities. This makes them a valuable option for advertisers seeking to balance reach and efficiency.
Broad Match Keyword Best Practices
Advertisers looking to run ads, particularly pay-per-click ads will ultimately have to deal with broad match keywords. They are usually the default match type and have their own benefits. Here are some best practices to follow when using them.
1 Add Negative Keywords to Your Broad Match Ads
Negative keywords prevent your ads from showing for search terms unrelated to your campaign goals. For example, if you run ads for “yoga for stress relief,” adding “yoga for weight loss” as a negative keyword ensures your ad doesn’t appear for that query.
Negative keywords help improve ad relevance, reduce wasted ad spend, and increase the likelihood of attracting the right audience. You should regularly review the search terms for which your ads display and update your negative keyword list based on that.
2 Regularly Review Your Ad Search Term Reports
Most advertising platforms will show you the search term that triggered your ads. These reports help to refine your ad targeting and improve ad performance over time. It also helps to uncover new keyword opportunities you may not have previously considered.
So, make sure to analyze these reports to identify high-performing keywords to add to your campaign and irrelevant terms to exclude.
3 Use Broad Match Type Ads With Other Match Types
Broad match captures a wide range of queries, while phrase and exact match target more specific, high-intent searches. Instead of only running broad match type ads, you should run broad match ads along with phrase and exact match type ads.
Running a comprehensive ad campaign that targets multiple match types ensures you don’t miss out on potential traffic and helps to maximize your ad spend, reach, and performance.
4 Monitor Your Conversion and Click Through Rate
Performance metrics like the conversion rate and click-through rate (CTR) help evaluate the effectiveness of your broad match keywords. For example, a low click through rate may indicate irrelevant searches, while a high one suggests the ad aligns with the user intent.
Regularly monitor the click through rate of your broad match type ads. When possible, compare them with individual search terms to know which ones work and which do not. That way, you can identify your best and underperforming keywords.
5 Set Clear Campaign Goals Before You Start
Your campaign goals will ultimately determine the metrics you monitor and how you optimize your broad match campaign goals. So, make sure to set clear campaign goals.
For example, the metrics you monitor when you want to increase your brand awareness are different from those that you monitor when you want to drive sales or build your email list.
For instance, a brand awareness campaign might focus on reach and impressions, while a conversion-focused campaign emphasizes click through rate and return on investment.