Google is, in essence, trying to convince paid search marketers that it’s safe and useful to serve ads for broad match keywords. We’ve rarely considered using broad match, instead using BMM for keyword mining. Now, if we want to explore more about our customers’ search behaviour, expand our reach and find more converting keywords that we haven’t thought of, we can try broad match as it has also undergone an upgrade.
According to Google, “Broad match now looks at additional signals in your account to deliver more relevant searches. When paired with Smart Bidding (automated bid strategies that use machine learning to optimise conversions), these broad-match signals – which include landing pages, keywords in your ad group, and more – can help you unlock new opportunities for your business”.