Broad Match

Definition

The default method of keyword-matching in PPC campaigns, broad match displays your ad with relevant keywords, even if they aren’t exactly the keywords you targeted. So if your ad targets “kids’ bicycles,” it may also be presented with results for “children’s bicycles.”

“By combining negative keywords, broad match modifiers and ad groups, you can get control of your broad match strategy.” — sewatch
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Resources

  1. Why Keyword Themes +Modified Broad Match = Winning PPC Strategy
  2. How to Improve Your PPC Efforts by Implementing Broad Match Modifier Keywords
  3. 4 Keyword Strategies for Squeezing Performance From Broad Match