A keyword setting that allows your ad to show when someone searches for that keyword or a variation of it. The broad match keyword "bicycle bell" can cause your ad to show if someone searches for variations like "bicycle bells," "buy a bell for a bicycle," and "bell reviews for bikes."

• Broad match lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemmings (such as floor and flooring), related searches, and other relevant variations.
• For example, when you add "hats" as a broad match keyword, you tell Google Ads to try to show your ad for searches containing that term or a similar one. Your ad might show for searches on "hat," "sun hats," and "caps." Broad match keywords help you reach the widest audience.
• Broad match is one of the four keyword matching options that help control how closely the keyword needs to match a person's search term in order for your ad to appear. You can choose one or more matching options for a keyword, and broad match will be used by default if you don't specify a particular matching option.

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* Nguồn: Google