Broad Keyword Matching
Broad Keyword Matching in search engine advertising refers to selecting a broad set of related keywords that enable the advertiser bidding on these keywords to attract a diverse audience searching with these keywords that trigger the display of their ad.
For example, an advertiser selling shoes can select broad keyword shoes. The advertiser’s ad would be displayed if the search engine user searches for misspellings, synonyms, related keywords such as men’s shoes or women’s shoes or cheap shoes, and any other relevant variations.
As such, generally, broad keyword matching covers a lot more keywords, displays the ad a lot more times, and thus brings more traffic to the advertiser. However, this blanket traffic does not necessarily contain the best targeted traffic.
Author: Kris Tabetando
Kris Tabetando provides mergers & acquisitions (M&A) advisory and brokerage services to Internet companies. He also partners with investors to acquire & manage Internet businesses.
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