About the broad match keywords campaign setting

We made this change based on user feedback that it was difficult to measure the impact of upgrading a campaign to broad match, because traffic would match to other parts of the account and skew the results.

For example, let’s say you had the exact match keyword [Pixel 7] in one of your campaigns, and you upgraded it as a broad match keyword in a different campaign. The performance impact of the broad match campaign would be hard to assess. If a user searched for “Pixel 7” exactly, the identical exact match keyword would be strictly preferred and your upgraded broad match campaign would be ineligible. With the new broad match campaign settings’ keyword prioritization rules, you can more accurately measure the true performance impact from broad match. Pixel 7 will be prioritized like an exact match keyword, even though it shows up as a broad match keyword.

Campaigns with all broad match keywords that don't have this setting enabled won't be impacted.

If you have the same keyword in exact match in a separate campaign (for example, Pixel 7 in the campaign with the broad match setting enabled, and an exact match [Pixel 7] in a separate campaign), the keyword with the highest Ad Rank will be sent to the auction.

If you have a specific need to separate branded from non-branded traffic in your campaigns, it's a common practice to have branded campaigns include only exact match keywords with the goal of not matching to queries that don't include the brand and also to meet traffic prioritization expectations for brand vs. non-branded campaigns.

With this setting, you can benefit from expanding the reach of your branded campaigns powered by broad match technology while:

1. Ensuring the traffic only matches to queries with the defined brands included in brand inclusions
2. Consolidate to broad match only campaigns while maintaining the preferred prioritization of traffic between brand and non-branded campaigns
3. Clearly notice the impact of upgrading the branded campaign from exact match to broad match

• Keyword prioritization behavior changes as listed above
• All newly added keywords will use the broad match type

Yes, you will be able to view all data. In the “Keywords” page, select “All” in the Keyword Status filter. Your non-broad keywords will have the status “Removed” and all their historical stats will be visible.

Yes, you will be able to break down your broad match keywords’ stats by the narrowest match type keyword that would’ve reached the traffic. Follow the instructions below:

1. Go to Keywords within the Campaigns menu .
2. In the “Keywords” page, click Segment.
3. Select Search terms match type.

1. Go to Campaigns within the Campaigns menu .
2. Click the Settings tab and select the campaign that you want to edit.
3. Click the Broad match keywords dropdown.
4. Select “Off: Use keyword match types” to turn the broad match setting off.
5. Click Save.

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If all keywords were either exact match or phrase match:

1. Go to Campaigns within the Campaigns menu .
2. Click the Settings tab and select the campaign that you want to edit.
3. Click the Broad match keywords dropdown.
4. Select “Off: Use keyword match types” to turn the broad match setting off.
5. Click Save.
6. In the section menu, click the Audiences, keywords, and content dropdown.
7. Click Keywords.
8. In the “Keywords” table, click the checkbox next to the keywords, and then click Edit.
9. Hover over “Change match types", and then click Change all match types.
10. Select the original match type in the match-type dropdown.
11. Click Apply.

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If keywords were a mix of different match types, access your historical keywords.

Filter your keywords

1. Go to Keywords within the Campaigns menu .
2. In the “Keywords” page, click Keyword status.
3. Select All.

Change broad match keyword settings and match types

1. Go to Campaigns within the Campaigns menu .
2. Click the Settings tab and select the campaign that you want to edit.
3. Click the Broad match keywords dropdown.
4. Select “Off: Use keyword match types” to turn the broad match setting off.
5. Click Save.
6. Decide on the best match type for the majority of keywords in your campaign.
7. If all keywords should be present in one match type, follow the steps below:
   1. In the “Keywords” table, select all keywords, and then click Edit.
   2. Hover over “Change match types”, and then click Change all match types.
   3. Select the preferred match type and then click Apply.
8. If you want a mix of match types in your campaign, select each individual keyword and change its match type.