Google Is Going to Start Showing New Recommendations for Switching to Broad Match in Google Ads

“If you’re using Smart Bidding, we’ll identify existing keywords that are likely to improve performance if you switch them to broad match,” Google said in a blog post Monday.

For example, says Google, the broad match keyword “women’s hats” could match to “winter headwear for women” or “women’s accessories.”

For many PPC marketers, the very suggestion of using broad match keywords is like nails on a chalkboard. And of course, now that Google has significantly limited the search terms it shows advertisers, it is harder to ensure that the queries that are triggering your broad match keywords are actually relevant.