Why are broad match keywords so important?

Question

Accepted Answer

Broad match gives marketers an opportunity to reach the maximum number of consumers who are seeking out their offering without having to spend the time adding different keywords.

Answer

They guarantee that a keyword’s core concept is present in the search term while reaching a volume comparable to what exact match keywords would deliver.

Answer

They are needed alongside exact match and phrase match keywords in any ad group if high performance is to be expected.

Answer

Broad match gives marketers a lot of control over the specific search terms to which ads correspond, as well as the ability to limit volume.