Broad match is an efficient way to drive traffic to your business. Not only that it is a chosen medium to reach out to long tail search queries which are somehow not tapped by other match types such as phrase or exact match.
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Broad match keywords can open avenues for business if they are not certain of which search queries are driving traffic to the website. This match type has an extensive reach as there are no criterion for not letting your ad show. If a keyword has been added as broad match type it will display the ad if the keyword or any other variation of it is present in the search query. Some might see it as an opportunity and other might think of it as draining out the budget.
