What is broad match?
Broad match is a keyword match type that lets your ad show for searches related to your keyword, including synonyms, variations, and related topics. It gives the widest reach of the match types and the least control.
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How broad match works
With broad match, the platform decides whether a search relates to your keyword. Your ad may appear for queries that don't contain your exact words. Google Ads says its broad match also takes into account other signals, such as your landing page and recent search activity.
That flexibility can uncover searches you hadn't thought of. It can also bring in searches that aren't a good fit.
Keeping broad match under control
Broad match works best with strong conversion tracking and an automated bidding strategy, so the system can learn which queries pay off. Review your search terms report often and add negative keywords for irrelevant queries.
How broad match differs from phrase and exact match
Phrase match keeps closer to the meaning of your keyword, and exact match is the tightest. Each step narrows reach and gives you more control over which searches trigger your ads.
Common questions
Is broad match a bad idea?
Not on its own. It can find new demand, but it needs good tracking, negative keywords, and regular search term reviews to avoid wasted spend.
How do I stop broad match from showing irrelevant ads?
Review the search terms report and add negative keywords for queries you don't want. Tighter match types are another option if control matters more than reach.
Does broad match work with Smart Bidding?
Google recommends pairing broad match with Smart Bidding. The bidding strategy uses conversion signals to judge how valuable each search is.
What is the difference between broad match and broad match modifier?
Broad match modifier was an older option that required certain words to appear in a search. Google Ads has retired it, and phrase match now covers much of that use.
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