Broad match

Broad match reaches searches nobody thought to list, which is how many accounts find new demand. With Smart Bidding and good conversion data, Google uses many signals to pick which of those searches to buy.

Without negatives and regular search term reviews, it also buys searches that share a topic with your keyword but not a customer.

1. Open Keywords and add the Match type column, or filter on Broad match.
2. A broad keyword is written without quotes or brackets.
3. Open Insights and reports, then Search terms, and filter by the keyword to see what it matched.
4. Check that a negative keyword list is attached to the campaign.

The broad keyword running shoes matches best trail trainers for women, which converts, and also how to clean running shoes, which never will. Adding clean as a negative keeps the first and drops the second.

• Running broad match with no negatives at all.
• Using broad match on manual bidding, where Google cannot use its signals to choose searches.
• Judging broad only on cost per click rather than cost per conversion.

The audit checks Oppy runs on this, each with its own page.

• Broad match running with nothing to stop it
• One match type is paying more for the same intent
• How much of the budget Google chose

• Match type: How closely a search must match a keyword for the ad to show: broad, phrase or exact.
• Phrase match: A keyword match type where ads show on searches that include the keyword's meaning, in the order that matters.
• Negative keyword: A word or phrase that stops ads from showing on searches containing it.