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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. PPC Keyword Research 101: How To Build Your Campaigns
  2. Why Keyword Themes +Modified Broad Match = Winning PPC Strategy
  3. How To Optimize Your Landing Page For Better PPC
  4. 4 Keyword Strategies for Squeezing Performance From Broad Match

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