Broad Match

Broad match is a Google Ads keyword setting that shows your ad for searches related to your keyword's meaning, not just its exact wording.

Broad match has changed meaningfully since Google phased out Broad Match Modifier (BMM) in 2021 — modern broad match leans heavily on machine learning to interpret search intent, and it works far better when paired with automated bidding (Target CPA or Target ROAS) that can react to conversion signal in real time. Running broad match on manual CPC or with a bidding strategy that isn't optimizing toward a conversion goal usually produces messy, irrelevant traffic.

Broad match trades precision for reach and discovery of new query patterns you wouldn't have thought to add as keywords. It requires tighter negative keyword hygiene than phrase or exact match to avoid drifting into irrelevant searches.