Why You Hardly Ever Use Broad Match Keywords in Google Ads

While broad match keywords can be useful in certain situations, it's generally not recommended to rely solely on broad match keywords in Google Ads campaigns. Here are some reasons why:

1. Lack of control: Broad match keywords can trigger your ads to appear for a wide range of search queries that are loosely related to your keyword. This lack of control can result in your ads showing for irrelevant or low-intent searches, which can lead to wasted ad spend.

2. Low relevance: Because broad match keywords can trigger your ads for a wide range of search queries, the ad copy and landing pages associated with these keywords may not be highly relevant to the user's search intent. This can lead to lower click-through rates and lower conversion rates.

3. Higher cost: Because broad match keywords can generate a large number of impressions and clicks, they can quickly consume your ad budget. This can result in a higher cost per acquisition (CPA) and lower return on ad spend (ROAS) compared to more targeted keyword match types.

4. Difficulty in optimization: It can be challenging to optimize a Google Ads campaign that relies heavily on broad match keywords because there are so many possible search queries that can trigger your ads. This can make it difficult to identify which keywords are driving the most conversions and which ones are wasting ad spend.

While broad match keywords can be useful in some situations, such as when you're first starting a campaign and need to generate initial data, it's generally recommended to use more targeted match types such as phrase match or exact match to maximize the relevance of your ads and improve campaign performance.