Answers
Should I use broad match?
Only with solid conversion data and a maintained negative list. Otherwise it is an expensive education.
The short answer
Only with solid conversion data and a maintained negative list. Otherwise it is an expensive education.
Broad match lets Google interpret your keyword loosely. With enough conversions to learn from, that finds demand you would never have listed. Without them, it finds you anything.
If you turn it on, read the search terms report weekly and add negatives — that is not optional maintenance, it is the mechanism that makes broad match safe.
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