The Pros & Cons of Using Broad Match Keywords in Your PPC Campaigns
Should You Use Broad Match Keywords? A Complete Breakdown
When setting up a Google Ads campaign, choosing the right keyword match type is crucial. Broad match keywords can help you reach a wider audience, but they also come with risks like irrelevant traffic and wasted ad spend. In this blog, we’ll explore the pros and cons of using broad match keywords in your PPC campaigns so you can make an informed decision.
What Are Broad Match Keywords?
Broad match is the default keyword match type in Google Ads. It allows your ad to appear for variations, synonyms, and related searches—even if they don’t exactly match your keyword.
For example:
Keyword: "running shoes"
Your ad may appear for searches like:
"best sneakers for jogging"
"buy sports shoes"
"marathon training footwear"
While this match type maximizes reach, it may also lead to irrelevant clicks if not used strategically.
Pros of Using Broad Match Keywords
1. Wider Audience Reach
Broad match helps you show up for a variety of search terms, even those you might not have considered targeting. This is great for:
✅ Brand awareness campaigns
✅ Expanding new audience segments
2. Less Time-Consuming Setup
Unlike phrase or exact match, broad match doesn’t require creating long lists of variations. Google automatically matches your ad to relevant searches, saving you time.
3. Captures New Search Trends
Broad match allows you to discover new keywords and trends you might not have thought of. You can then analyze performance and refine your keyword strategy accordingly.
4. Works Well with Smart Bidding
Google’s Smart Bidding uses machine learning to optimize bids for conversions. Broad match pairs well with Target CPA (Cost Per Acquisition) or Maximize Conversions, improving campaign performance over time.
5. Potential for Higher Click Volume
Since your ads show up for more queries, click volume may increase, leading to more potential conversions if traffic is relevant.
Cons of Using Broad Match Keywords
1. High Risk of Irrelevant Traffic
Your ad may appear for search terms that don’t match user intent, leading to:
❌ Lower conversion rates
❌ Wasted ad spend on unqualified traffic
For example, a broad match keyword "yoga classes" might trigger searches like:
"free yoga videos" (not a paying customer)
"how to become a yoga instructor" (not looking for classes)
2. Increased Cost Per Click (CPC) Without Conversions
If your ad appears for irrelevant queries, users may click out of curiosity, causing high CPC without conversions.
3. Less Control Over Search Intent
Broad match doesn’t allow precise targeting like phrase match or exact match, making it harder to reach users at the right stage of the buying journey.
4. Requires More Negative Keyword Management
To reduce irrelevant clicks, you need to actively add negative keywords. This requires constant monitoring and optimization.
Example:
If you sell premium running shoes, you might need to exclude keywords like:
❌ "cheap running shoes"
❌ "DIY running shoe repair"
5. Can Drain Budget Quickly
If left unchecked, broad match can consume your budget fast by matching your ad to loosely related searches.
When to Use Broad Match Keywords
✅ If you’re testing new markets: Broad match helps explore new audiences and keyword variations.
✅ When using Smart Bidding: Google’s AI adjusts bids to optimize for better performance.
✅ For brand awareness campaigns: If your goal is maximum reach, broad match works well.
When to Avoid Broad Match Keywords
❌ If you have a limited budget: Stick to phrase or exact match for better ROI.
❌ If conversions matter more than traffic: Broad match may bring clicks but not necessarily leads.
❌ If your niche is highly specific: You’ll likely attract unqualified searches.
How to Use Broad Match Effectively
✔ Use negative keywords to filter out irrelevant traffic.
✔ Pair with Smart Bidding to let Google optimize for conversions.
✔ Regularly review Search Terms Report to identify and remove wasteful queries.
✔ Start with a mix of broad, phrase, and exact match to find the best-performing keywords.
Final Thoughts
Broad match keywords offer a great opportunity for expansion, but they require careful monitoring to avoid wasted ad spend. If used strategically—especially with negative keywords and Smart Bidding—they can help boost your campaign’s reach while maintaining relevance.
Would you use broad match in your PPC campaigns? Let us know in the comments!