Definition
Broad match allows ads to show on searches related to your keyword, not only exact matches. It increases reach but can reduce relevance.
Example
A keyword like project management software can match queries about project tools, templates, or comparisons.
How to use it
- Use broad match with strong negatives and clear conversion signals.
- Monitor search terms to avoid wasted spend on irrelevant queries.
- Pair with smart bidding only after conversion tracking is stable.
Common mistakes
- Turning on broad match without enough conversion volume.
- Ignoring match type performance differences by segment.
Measured as
Measure Broad Match with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Misused when
- Turning on broad match without enough conversion volume.
- Ignoring match type performance differences by segment.
Operator takeaway
- Use broad match with strong negatives and clear conversion signals.
- Monitor search terms to avoid wasted spend on irrelevant queries.
- Pair with smart bidding only after conversion tracking is stable.
- Use Broad Match only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Broad Match before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets: A practical hub for bidding and budgeting: compute max CPC from CVR and margin, set target CPA using LTV, and use break-even CTR/CVR/CPM targets to guide creative and landing optimizations.