They guarantee that a keyword’s core concept is present in the search term while reaching a volume comprable to what exact match keywords would deliver.
Broad match gives marketers an opportunity to reach the maximum number of consumers who are seeking out their offering without having to spend the time adding different keywords.
They are needed alongside exact match and phrase match keywords in any ad group if high performace is to be expected.
Broad match gives marketers a lot of control over the specific search terms to which ads correspond, as well as the ability to limit volume