Nobody chooses broad match. That’s the part most business owners miss. You type a keyword into Google Ads. You don’t add quotation marks, because nobody told you to. That keyword is now broad match, and it’ll show your ad on searches that share no words with what you typed. Google calls this reach. Your bank statement calls it something else. We audit a lot of accounts. In most of them, somewhere between a quarter and a half of the search budget went to searches the owner would have rejected on sight. Not fraud. Not a bug. Just the default setting doing exactly what it was designed to do. This post shows you what broad match keywords actually do to a small budget, how to measure the damage in your own account, and how to contain it without losing the customers you do want. What Broad Match Actually Does Broad match lets Google show your ad on any search it judges to be related to your keyword. Read that again. Not searches containing your keyword. Searches related to it. Google’s own d...
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Learn how to use Google Ads. A detailed tutorial for beginners that walks you through every step you need to follow to be successful with Google Ads.