What is a primary objective of using broad match keywords?

Using broad match keywords is primarily aimed at reaching a wide audience based on related terms. This keyword matching option allows advertisers to display their ads to users who search for variations of the keywords, including synonyms, misspellings, and related phrases. The broad match setting maximizes exposure by capturing a large number of potential search queries that are contextually relevant, which can lead to increased visibility and traffic to the ad.

This approach is particularly beneficial for brands looking to enhance brand awareness or attract a diverse customer base without narrowing down their audience too tightly. By leveraging broad match, marketers have the opportunity to discover new customer segments and keywords that they might not have initially considered but that still relate to their products or services.

In contrast, targeting a specific audience typically requires more precise matching options, and limiting advertisement exposure would counteract the objective of broadening reach. Moreover, ensuring precise keyword matching aligns more with exact match keywords rather than broad match keywords that focus on a wider audience.