Broad match keywords get a bad rap. Plenty of “experts” talk about how broad match keywords drive low quality traffic and recommend using exact, phrase or broad match modifier.
Jason Parks of The Media Captain discusses how broad match modifier can drive some of the most qualified traffic to your website at a fraction of the price of other bidding mechanisms.
[0:22]: What Are Broad Match Keywords?
[1:04] When Can Broad Match Keywords Be Bad?
[1:30] When Broad Match Keywords Can Be Great
[2:14] How to Improve Performance with Broad Match Keywords
[2:53] How Broad Match Drives a Lower Cost Per Click
[3:20] How to Monitor Results
Mentioned Resources:
Understanding Match Types: https://support.google.com/google-ads/answer/7478529?hl=en