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.
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
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.