- [Instructor] By default, every keyword is a broad match,
and this means that your ads will show for search queries
that are related to your keyword.
In fact, your keyword doesn't even have to show up anywhere
in the search query.
Your ad can appear for searches
that are synonyms, misspellings,
or simply deemed relevant by Google.
This means that broad match casts a wide net,
but it can also bring in a lot of irrelevant searches,
so let's look at some examples,
that way you can better understand how broad match works.
Let's say you're bidding on a keyword of say baseball hats.
This means that you'll match with search queries
of sporting hats, drawings of baseball hats, baseball caps,
which is a variation of hats,
and even embroidering a baseball hat,
but it will not match for say purple hats,
and you can see how this is very broad.
If you're trying to sell baseball hats,
you wouldn't necessarily want to be matching your ad
for search queries on, well, drawings of baseball hats.
Whenever you use the broad match,
I encourage you to use a lot of negative keywords
to balance out any search terms
that you don't want included
and be sure to keep tabs on your search keywords reports.
This way, you can see exactly
which searches triggered an ad to appear,
that way, you can evaluate if your broad match keywords
are performing as you intended.