How broad match modified keywords work in Google Ads In these cases, where you are testing the waters with PPC, you can gain more control over how Google displays your broad keywords by using the broad match modifier. But, sometimes, when you’re just starting an ad campaign, you need to use broad match keywords to test the market and gather data quickly. Plus there are negative keywords that you can use to prevent certain words or phrases from being associated with your search query.īroad match offers the least amount of control over your keywords. In Ads, keyword match types determine how much control you have over the searches that trigger your ads. There are four different keyword match types. You want to take control of your advertising, and you don't want to let Google choose how you spend your budget. Working in Google Ads is all about control and efficiency.
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