Which three best practices could you follow to expand your reach with broad match?

Analysis of Correct Answer(s)

Using broad match is a powerful way to discover new, relevant search queries and expand your reach. To do this effectively, you should combine it with other Google Ads features that provide control and relevance.

• Use brand restrictions with broad match for branded campaigns: This is a crucial control feature. It allows you to use the expansive reach of broad match while ensuring your ads only show for searches that explicitly include your brand terms. This prevents your brand budget from being spent on completely non-branded queries.

• Organize all ad groups to be in alignment with a common theme: This is a fundamental best practice, especially for broad match. Tightly themed ad groups help Google's AI understand the context of your keywords. This ensures that even though broad match can trigger ads for a wide range of queries, the ads shown will be highly relevant to the user's search intent, improving performance.

• Make use of responsive search ads and AI-powered creative: Responsive Search Ads (RSAs) are designed to work perfectly with broad match. Since broad match pulls in a diverse set of search queries, RSAs can dynamically assemble the most relevant combination of headlines and descriptions for each specific query. This pairing maximizes relevance and click-through rate (CTR) across a wider audience.

Analysis of Incorrect Options

• Maximize campaign reach by using broad match with manual bidding: This is not recommended. Google's best practice is to pair broad match with Smart Bidding. Smart Bidding's AI analyzes signals at auction-time to set the optimal bid for each query, which is essential for managing the wide variety of traffic from broad match. Manual bidding lacks this capability and can lead to inefficient spending.

• Add broad match keywords for exact match keywords across campaigns: This is not a strategic best practice. Simply duplicating keywords in different match types can lead to internal competition. The modern approach is to simplify ad groups by using fewer, broader keywords and trusting Smart Bidding and RSAs to find relevant users.