{"id":4975,"date":"2018-07-11T01:15:08","date_gmt":"2018-07-11T05:15:08","guid":{"rendered":"http:\/\/www.mccordweb.com\/weblogs\/?p=4975"},"modified":"2018-07-06T15:21:34","modified_gmt":"2018-07-06T19:21:34","slug":"understanding-broad-match-in-adwords","status":"publish","type":"post","link":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/","title":{"rendered":"Understanding Broad Match in AdWords"},"content":{"rendered":"<figure id=\"attachment_4369\" aria-describedby=\"caption-attachment-4369\" style=\"width: 300px\" class=\"wp-caption alignright\"><a href=\"http:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2016\/06\/Depositphotos_11157277_s-2015.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-4369\" src=\"http:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2016\/06\/Depositphotos_11157277_s-2015-300x111.jpg\" alt=\"Keep your AdWords program targeted by understanding match types.\" width=\"300\" height=\"111\" srcset=\"https:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2016\/06\/Depositphotos_11157277_s-2015-300x111.jpg 300w, https:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2016\/06\/Depositphotos_11157277_s-2015-200x74.jpg 200w, https:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2016\/06\/Depositphotos_11157277_s-2015.jpg 499w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><figcaption id=\"caption-attachment-4369\" class=\"wp-caption-text\">Keep your AdWords program targeted by understanding match types.<\/figcaption><\/figure>\n<p>As an experienced AdWords Manager I understand the value and issues of using broad match keywords, do you?<\/p>\n<p>Here is a easy to understand tutorial about broad match and when you should and should not use them in your Google AdWords account.<\/p>\n<p>Broad Match Keyword Match Type \u2013 this is the most used AdWords keyword match type and the most unfiltered type. It is used almost exclusively by inexperienced AdWords managers.<\/p>\n<p>AdWords loves the broad match keyword match type as it generates lots of traffic, many clicks, and increases their payment.<\/p>\n<p>I personally do not like to use broad match\u00a0and prefer to use instead broad match modifier which looks like this in the AdWords control panel +keyword +here.<\/p>\n<p><strong>Here\u2019s what Google AdWords says about broad match keywords:<\/strong><\/p>\n<p>\u201cWhen you use broad match, your ads automatically run on relevant variations of your keywords, even if these terms aren\u2019t in your keyword lists. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work.\u201d<\/p>\n<p>\u201cBroad match is the default match type that all your keywords are assigned if you don\u2019t specify another match type (exact match, phrase match, or negative match). The Google AdWords system automatically runs your ads on relevant variations of your keywords, including synonyms, singular and plural forms, possible misspellings, stemming (such as <em>floor<\/em> and <em>flooring<\/em>), related searches, and other relevant variations. To help deliver relevant matches, this match type may also take the customer\u2019s recent search activities into account.\u201d<\/p>\n<p>What Google does not say is that if your broad match phrase is\u00a0GPS fleet management,\u00a0for example,\u00a0Google\u00a0\u00a0would show your ads and generate click charges on broad matched keywords like: adware gps, air lq fleet, at&amp;t fleet oakland park blvd, azuga device, blacklist gps, cyntrx customer service, dash cams for fleets, digital fleet, usft, fleetsharp instructions. These are real keywords and real terms found in an AdWords account that are showing ads and accruing clicks. I personally find these terms very untargeted and I would not want my clients paying for clicks for those terms.<\/p>\n<p>Instead, I recommend a very careful use of broad match and prefer using a <a href=\"http:\/\/www.mccordweb.com\/weblogs\/2018\/05\/30\/adwords-broad-match-modifier-keywords-explained\/\">broad match modifier keywords<\/a>.<\/p>\n<p>If you feel you need better results from your investment in AdWords, I invite you to review our service offerings and schedule a free 15 minute call and account review to see how we would be able to <a href=\"http:\/\/www.mccordweb.com\/search-engine-marketing\/adwords-quick-start.php\">improve performance and get better quality conversions for your ad spend<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As an experienced AdWords Manager I understand the value and issues of using broad match keywords, do you? Here is a easy to understand tutorial about broad match and when you should and should not use them in your Google AdWords account. Broad Match Keyword Match Type \u2013 this is the most used AdWords keyword match type and the most unfiltered type. It is used almost exclusively by inexperienced AdWords managers. AdWords loves the broad match keyword match type as it generates lots of traffic, many clicks, and increases their payment. I personally do not like to use broad match\u00a0and prefer to use instead broad match modifier which looks like this in the AdWords control panel +keyword +here. Here\u2019s what Google AdWords says about broad match keywords: \u201cWhen you use broad match, your ads automatically run on relevant variations of your keywords, even if these terms aren\u2019t in your keyword lists. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work.\u201d \u201cBroad match is the default match type that all your keywords are assigned if you don\u2019t specify another match type (exact match, phrase match, or negative match). The Google AdWords system automatically runs your ads on relevant variations of your keywords, including synonyms, singular and plural forms, possible misspellings, stemming (such as floor and flooring), related searches, and other relevant variations. To help deliver relevant matches, this match type may also take the customer\u2019s recent search activities into account.\u201d What Google does not say is that if your broad match phrase is\u00a0GPS fleet management,\u00a0for example,\u00a0Google\u00a0\u00a0would show your ads and generate click charges on broad matched keywords like: adware gps, air lq fleet, at&amp;t fleet oakland park blvd, azuga device, blacklist gps, cyntrx customer service, dash cams for fleets, digital fleet, usft, fleetsharp instructions. These are real keywords and real terms found in an AdWords account that are showing ads and accruing clicks. I personally find these terms very untargeted and I would not want my clients paying for clicks for those terms. Instead, I recommend a very careful use of broad match and prefer using a broad match modifier keywords. If you feel you need better results from your investment in AdWords, I invite you to review our service offerings and schedule a free 15 minute call and account review to see how we would be able to improve performance and get better quality conversions for your ad spend.<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[548],"tags":[549],"class_list":["post-4975","post","type-post","status-publish","format-standard","hentry","category-adwords-manager","tag-adwords-manager"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Understanding Broad Match in AdWords | The Web Authority<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Understanding Broad Match in AdWords | The Web Authority\" \/>\n<meta property=\"og:description\" content=\"As an experienced AdWords Manager I understand the value and issues of using broad match keywords, do you? Here is a easy to understand tutorial about broad match and when you should and should not use them in your Google AdWords account. Broad Match Keyword Match Type \u2013 this is the most used AdWords keyword match type and the most unfiltered type. It is used almost exclusively by inexperienced AdWords managers. AdWords loves the broad match keyword match type as it generates lots of traffic, many clicks, and increases their payment. I personally do not like to use broad match\u00a0and prefer to use instead broad match modifier which looks like this in the AdWords control panel +keyword +here. Here\u2019s what Google AdWords says about broad match keywords: \u201cWhen you use broad match, your ads automatically run on relevant variations of your keywords, even if these terms aren\u2019t in your keyword lists. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work.\u201d \u201cBroad match is the default match type that all your keywords are assigned if you don\u2019t specify another match type (exact match, phrase match, or negative match). The Google AdWords system automatically runs your ads on relevant variations of your keywords, including synonyms, singular and plural forms, possible misspellings, stemming (such as floor and flooring), related searches, and other relevant variations. To help deliver relevant matches, this match type may also take the customer\u2019s recent search activities into account.\u201d What Google does not say is that if your broad match phrase is\u00a0GPS fleet management,\u00a0for example,\u00a0Google\u00a0\u00a0would show your ads and generate click charges on broad matched keywords like: adware gps, air lq fleet, at&amp;t fleet oakland park blvd, azuga device, blacklist gps, cyntrx customer service, dash cams for fleets, digital fleet, usft, fleetsharp instructions. These are real keywords and real terms found in an AdWords account that are showing ads and accruing clicks. I personally find these terms very untargeted and I would not want my clients paying for clicks for those terms. Instead, I recommend a very careful use of broad match and prefer using a broad match modifier keywords. If you feel you need better results from your investment in AdWords, I invite you to review our service offerings and schedule a free 15 minute call and account review to see how we would be able to improve performance and get better quality conversions for your ad spend.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/\" \/>\n<meta property=\"og:site_name\" content=\"The Web Authority\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mccordweb\" \/>\n<meta property=\"article:published_time\" content=\"2018-07-11T05:15:08+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2016\/06\/Depositphotos_11157277_s-2015-300x111.jpg\" \/>\n<meta name=\"author\" content=\"Nancy McCord\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mccordweb\" \/>\n<meta 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Authority","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/","og_locale":"en_US","og_type":"article","og_title":"Understanding Broad Match in AdWords | The Web Authority","og_description":"As an experienced AdWords Manager I understand the value and issues of using broad match keywords, do you? Here is a easy to understand tutorial about broad match and when you should and should not use them in your Google AdWords account. Broad Match Keyword Match Type \u2013 this is the most used AdWords keyword match type and the most unfiltered type. It is used almost exclusively by inexperienced AdWords managers. AdWords loves the broad match keyword match type as it generates lots of traffic, many clicks, and increases their payment. I personally do not like to use broad match\u00a0and prefer to use instead broad match modifier which looks like this in the AdWords control panel +keyword +here. Here\u2019s what Google AdWords says about broad match keywords: \u201cWhen you use broad match, your ads automatically run on relevant variations of your keywords, even if these terms aren\u2019t in your keyword lists. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work.\u201d \u201cBroad match is the default match type that all your keywords are assigned if you don\u2019t specify another match type (exact match, phrase match, or negative match). The Google AdWords system automatically runs your ads on relevant variations of your keywords, including synonyms, singular and plural forms, possible misspellings, stemming (such as floor and flooring), related searches, and other relevant variations. To help deliver relevant matches, this match type may also take the customer\u2019s recent search activities into account.\u201d What Google does not say is that if your broad match phrase is\u00a0GPS fleet management,\u00a0for example,\u00a0Google\u00a0\u00a0would show your ads and generate click charges on broad matched keywords like: adware gps, air lq fleet, at&amp;t fleet oakland park blvd, azuga device, blacklist gps, cyntrx customer service, dash cams for fleets, digital fleet, usft, fleetsharp instructions. These are real keywords and real terms found in an AdWords account that are showing ads and accruing clicks. I personally find these terms very untargeted and I would not want my clients paying for clicks for those terms. Instead, I recommend a very careful use of broad match and prefer using a broad match modifier keywords. If you feel you need better results from your investment in AdWords, I invite you to review our service offerings and schedule a free 15 minute call and account review to see how we would be able to improve performance and get better quality conversions for your ad spend.","og_url":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/","og_site_name":"The Web Authority","article_publisher":"https:\/\/www.facebook.com\/mccordweb","article_published_time":"2018-07-11T05:15:08+00:00","og_image":[{"url":"http:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2016\/06\/Depositphotos_11157277_s-2015-300x111.jpg","type":"","width":"","height":""}],"author":"Nancy McCord","twitter_card":"summary_large_image","twitter_creator":"@mccordweb","twitter_site":"@mccordweb","twitter_misc":{"Written by":"Nancy McCord","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/#article","isPartOf":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/"},"author":{"name":"Nancy McCord","@id":"https:\/\/www.mccordweb.com\/weblogs\/#\/schema\/person\/7499f3ac0b008bc0e5b7a138ac1dc0ba"},"headline":"Understanding Broad Match in AdWords","datePublished":"2018-07-11T05:15:08+00:00","mainEntityOfPage":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/"},"wordCount":443,"commentCount":0,"publisher":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/#organization"},"image":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/#primaryimage"},"thumbnailUrl":"http:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2016\/06\/Depositphotos_11157277_s-2015-300x111.jpg","keywords":["AdWords Manager"],"articleSection":["AdWords Manager"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/","url":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/","name":"Understanding Broad Match in AdWords | The Web Authority","isPartOf":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/#primaryimage"},"image":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/#primaryimage"},"thumbnailUrl":"http:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2016\/06\/Depositphotos_11157277_s-2015-300x111.jpg","datePublished":"2018-07-11T05:15:08+00:00","breadcrumb":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/#primaryimage","url":"http:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2016\/06\/Depositphotos_11157277_s-2015-300x111.jpg","contentUrl":"http:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2016\/06\/Depositphotos_11157277_s-2015-300x111.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/www.mccordweb.com\/weblogs\/2018\/07\/11\/understanding-broad-match-in-adwords\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.mccordweb.com\/weblogs\/"},{"@type":"ListItem","position":2,"name":"Understanding Broad Match in AdWords"}]},{"@type":"WebSite","@id":"https:\/\/www.mccordweb.com\/weblogs\/#website","url":"https:\/\/www.mccordweb.com\/weblogs\/","name":"The Web Authority | McCord Web Services News\/Blog","description":"Smart Digital Marketing, Real Business Results - 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