Broad match

Seen that recommendation pop up in your account?

We have. ??

Automation has gotten better (a LOT better) but we still don't love broad match keywords, generally speaking.

That's because while we have seen some success with them, in most cases they take too many liberties with search terms.

The result? 90% of the time they spend without converting well, which can be really damaging for smaller accounts with a tight budget.

The 10% still makes them worth testing if an account is already meeting goals (woohoo!) and you are looking at ways of attracting new traffic. ??

we are still sticking with the phrase and exact.

Both of which are broader than they used to be, btw.

How about you? Have you tested broad match lately?