Broad match is a keyword matching option in online advertising that displays ads for searches related to the keyword, including synonyms and variations. This setting maximizes reach by capturing a wider audience but may reduce targeting precision, requiring additional optimization to ensure relevance and cost efficiency.
Broad match is a keyword match type in Apple Search Ads that allows ads to be displayed for relevant close variants of a keyword. This includes singular, plurals, misspellings, synonyms, related searches, and phrases that contain that term, fully or partially.
Broad match is implemented in Apple Search Ads discovery campaigns, which supply other types of campaigns within any account structure with new keywords. A typical discovery campaign consists of two ad groups: one utilizing broad match and one with the Search Match feature switched on.
The purpose of the broad match ad group within discovery is to provide new variations of your best-performing keywords.
For example, suppose an advertiser targets the keyword “photo editor,” which enjoys excellent performance and consistently delivers goals at an acceptable CPG. Adding this keyword to a discovery campaign and an ad group set to broad match will allow us to find more valuable, closely related variants, like “picture editor,” “image editing app,” or “photo editing software.” After verifying their potential, these keywords can be moved to an appropriate exact-match campaign to maximize their profitability.
The free SplitMetrics Starter Plan can automate this entire process. The system can distinguish brand, generic, and competitor keywords and move them between campaigns according to predefined conditions.
In Apple Search Ads, broad match is the default match type for keywords, and it can be applied at the ad group level. Advertisers can also use negative keywords to exclude specific search queries from their campaigns, ensuring that their ads are not displayed for irrelevant searches.
Broad match is a powerful tool in Apple Search Ads that can help advertisers increase their campaign reach, drive more conversions, and improve their ROI. By leveraging broad match and negative keywords, advertisers can create targeted and effective ad campaigns that resonate with their target audience.
To fully understand the purpose and importance of the broad match, we highly recommend reading the following articles:
