What's a benefit of using broad match keywords?

The selection is correct because broad match allows marketers to reach the most possible consumers searching for their product or service, while saving time from adding a variety of keywords by leveraging Google’s AI to look beyond literal keyword syntax to understand the underlying intent of a search. Unlike exact or phrase match, which require manual exhaustive lists to capture variations, broad match uses signals such as a user’s recent search history, the content of the landing page, and other keywords in the ad group to match with relevant queries that may not even contain the specific keyword terms. This maximizes reach and discovers new, high-performing queries in real-time, effectively automating the "long-tail" keyword discovery process. When paired with Smart Bidding, broad match ensures that this expanded reach is filtered through a lens of conversion probability, allowing the AI to bid only on the most promising auctions across a vast spectrum of potential search terms without the administrative burden of manual keyword management.