Broad match: Definition

Note: This definition applies to positive keyword targeting only. Negative broad match keywords behave differently than broad match keywords. Learn more about keyword matching options

A keyword match type allows your ad to show on searches that are related to the meaning of your keyword, which can include searches that don’t contain the keyword terms. This allows you to reach more searches than with exact and phrase matches.

Broad match is the default match type that all your keywords are assigned. This helps your ads reach a wider audience without requiring you to build an extensive keyword list. For example, let’s say you have the broad match keyword car window repair. This keyword can reach searches such as automobile glass replacement, even though it doesn't include any of the words as your keyword because they relate to the query.

The syntax for broad match is to simply input the keyword. Below is an example of how broad match work:

This diagram explains that a broad match keyword may allow your ads to show on searches that relate to your keyword.

To deliver relevant matches, this match type may also take into account the following:

  • The user’s recent search activities
  • The content of the landing page
  • Other keywords in an ad group to better understand keyword intent
Google Ads Tutorial: Add broad match keywords to your Search Campaigns to reach more customers

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Note: It’s critical to use Smart Bidding with broad match. This is because every search query is different, and bids for each query should reflect the unique contextual signals present at auction time. Smart Bidding uses these signals to ensure that, for all of the relevant searches you could reach with broad match, you’re only competing in the right auctions, at the right bid, for the right user. Learn more about how to grow your Smart Bidding campaigns with broad match

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