A digital marketing manager has upgraded their keywords to broad match. Which behaviour should they build into their regular cadence of optimisation to guide machine learning?

When using broad match keywords, it's crucial to regularly review and refine negative keywords. Broad match allows for a wider range of search queries to trigger ads, including some that might be irrelevant. Removing negative keywords that are inadvertently blocking relevant traffic ensures that the machine learning algorithms can explore a broader spectrum of valuable impressions and clicks, ultimately optimizing performance. Creating additional phrase and exact match keywords would counteract the broad match strategy by narrowing reach. Adding old Customer Match lists is generally not as impactful for immediate keyword optimization. Dismissing recommendations to add relevant new keywords would hinder the growth and learning of the campaign.