What are broad match keywords?

Broad match keywords are a type of keyword match type used in Google Ads (and other PPC platforms) that allow your ads to show when someone searches for your keyword, variations of it, or related topics—even if the search doesn't include your exact keywords.

How it works:
If your broad match keyword is "running shoes", your ad might show for searches like:

"best sneakers for jogging"

"buy athletic footwear"

"marathon gear"

"comfortable gym shoes"

So it includes:

Synonyms

Related searches

Misspellings

Different word order

Pros:
✅ More reach and impressions
✅ Captures a wider audience
✅ Good for discovering new search terms

Cons:
❌ Less control—can lead to irrelevant clicks
❌ Might waste budget on unrelated searches
❌ Lower conversion rates if not monitored carefully

Pro Tip:
Use broad match with smart bidding (like Maximize Conversions) to help Google optimize when and where your ads show. You can also monitor with search term reports and use negative keywords to filter out bad matches.