I. Description
With broad match, the Google AdWords system automatically runs your ads on relevant variations of your keywords, even if these terms aren't in your keyword lists. Keyword variations can include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords.
For example, if you're currently running ads on the broad-matched keyword web hosting, your ads may show for the search queries web hosting company or webhost. The keyword variations that are allowed to trigger your ads will change over time, as the AdWords system continually monitors your keyword quality and performance factors. Your ads will only continue showing on the highest-performing and most relevant keyword variations.
II. Benefits
One of the primary benefits of broad match is that it helps you attract more traffic to your website. In addition, broad match saves you time when constructing your campaigns, lets you take advantage of global search trends, and is cost-effective. Learn more about these benefits.
III. Search Query Performance Report
You can see what keyword variations have triggered your ads by running a Search Query Performance Report. Use negative keywords if you'd like to prevent your ads from showing on certain keyword variations.
IV. Controlling Your Ad Exposure
It's important to note that pausing or deleting a keyword will not stop one of your active broad-matched keywords from 'expanding' to that term.
For example, say your ad group contained the broad-matched keywords flowers and tulips, and that you paused the keyword tulips. Your ads could still potentially show for the search query tulips, since it's similar to the active broad-matched keyword flowers.
If you want to make sure that your ads do not show for a certain search query, add that term to your ad group or campaign as a negative keyword.
