Performance

Broad match

Also known as: broad match keywords

Definition

Broad match is the default Google Ads keyword match type, which can show an ad on any search Google judges related to the keyword, even one that doesn't contain its words. Google advises pairing it with Smart Bidding.

Beyond the keyword text, Google weighs signals such as the user's recent searches, the content of the landing page and the other keywords in the same ad group. The keyword no longer defines who sees the ad on its own: the rest of the ad group and the page shape the traffic as much as the word you typed in.

Treat it as a trade of control for reach. It suits mature accounts whose conversion tracking reflects real enquiries, because the bidding system then has something good to learn from. On a new account, start with exact and phrase match, add broad match to one ad group at a time, and read the search terms report every week for the first month, adding negatives as you go. A broad keyword with loose conversion tracking is a quick way to pay for irrelevant searches.

More in Performance

A/B testing

A/B testing compares two versions of one element, such as a headline, an offer or a page, by showing each to a randomly split share of traffic at the same time and measuring which produces more conversions. It needs enough traffic and one change at a time.

Ad fatigue

Ad fatigue is the decline in an ad's performance as the same people see it repeatedly, usually visible as rising frequency and falling click-through rate before cost per result climbs. The remedy is fresh creative or a wider audience, not a bigger budget.

Ad Rank

Ad Rank is the value Google Ads calculates in each auction to decide whether an ad is eligible to show and where it sits against others. It combines the bid with ad and landing page quality, minimum thresholds, competition, search context and the expected impact of assets.