Broad match keywords are designed to provide a wider reach for your advertising campaigns by showing ads for searches that are related to the keyword, allowing for greater flexibility in capturing user intent. This means that ads may appear for all variations of the keyword, including synonyms, related searches, and even misspellings. By using broad match, advertisers can attract a broader audience who might be searching for related terms, thereby increasing the potential for more clicks and conversions.
In contrast, exact match keywords restrict ad visibility to only those searches that exactly match the keyword or are very close variants. This ensures that ads are shown only to a highly targeted audience, but it limits the potential reach compared to broad match. Thus, broad match is advantageous for advertisers looking to expose their ads to a wider range of relevant searches beyond just the exact phrasing of their chosen keywords.