Broad match allows marketers to reach the most possible consumers searching for their product or service, while saving time from adding a variety of keywords.
Broad match offers marketers a great deal control over the specific search terms that ads match to, and volume may be limited.
Broad match ensures the core concept of a keyword is present in the search term while reaching similar volume to what exact match keywords would provide.
Broad match keywords must be present alongside both exact match and phrase match keywords in any ad group to ensure high performance.