True or false? If you’re just starting out with paid ads and don’t know exactly how your persona will be searching, move from a narrower search to a broad match.

This statement is false. When starting with paid ads and unsure of exact search terms, it's generally better to begin with a narrower, more targeted approach (e.g., exact match or phrase match keywords) and gradually expand to broader matches. Starting with broad match keywords can quickly deplete your budget on irrelevant searches, leading to wasted ad spend and poor performance. A narrower approach allows you to gather data on what works, refine your targeting, and then strategically expand to broader terms as you gain insights into your audience's search behavior.