This is how Google describes broad match in their Google Marketing Live 2023 recap.
Wait, what? Broad match gives the most relevant reach?
PPC marketers know it inherently can’t be the most relevant – or at least that was the conversation within our team at the time.
Our team and clients extensively discussed the idea of a “keywordless” future heading our way, especially in the context of Performance Max campaigns.
We’ve also observed that the exact match type has become more lenient with “close variants.”
