Definition
Broad match expands one keyword into hundreds of query variants, including synonyms and loosely related intent. Paired with smart bidding it harvests volume cheaply; paired with poor negatives it burns budget on junk traffic.
Why it matters
Modern Google Ads runs almost entirely on broad match plus conversion signals - understanding its failure modes matters more than memorizing match types.
Benchmarks
Use only with conversion tracking live and a weekly negative-keyword routine
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