Broad Match FAQs

Hey, it’s Myles from Serendipityy.

Today’s email will be answering FAQs on broad match keywords in search campaigns.

Many people wonder how they work, why they’re useful, and if they’re the right choice.

Here’s the important stuff you need to know, in simple terms.

What Are Broad Match Keywords?

Broad match keywords allow Google to show your ads for searches related to your keyword—even if the search doesn’t use that exact word.

It’s less about the keyword itself and more about who the person is and what they’re interested in.

Google takes into account these things when matching a search term to a broad match keyword:

• Their recent searches

• The content on your landing page

• Other keywords in your ad group

This helps connect your ad to a wider range of searches, sometimes far beyond the actual keyword.

Should You Use Them?

If you’re just starting out with a low budget, it’s best to stick to phrase and exact matches for more control.

But if you have a high budget and solid conversion data (at least 30-40 conversions in the past month), broad match works well.

Google uses data from your other campaigns to make sure you’re targeting the right people, ultimately helping you increase revenue with less manual work.

Using broad match with a target ROAS (tROAS) bidding strategy, you can drive more qualified traffic as Google’s smart bidding algorithm also helps the targeting of the campaign. In fact, Google says this…

I don’t wholly agree with this statement, and think it’s more important to test what works and what doesn’t.

How to Use Broad Match Keywords

Here’s a quick guide to setting up broad match the right way: