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Using broad match keywords is a great way to extend the reach of your clients' ads by capturing additional, relevant queries not covered in their keyword list.
In fact, 20% of the queries Google receives each day are ones we haven't seen in at least 90 days, if at all. With Christmas almost upon us, tis the season to capitalise on new and unexpected search behaviour with the use of broad match keywords.
Tip: When using broad match, you can run search query reports to monitor these expansions. This allows you to identify queries that are performing well (consider adding these to your client's current keyword list) and as well as identify negative keywords to further target their traffic. For more information, please refer to the Inside AdWords blog and the attached one sheeter.
Download this handy document describing The Benefits of Broad Matching
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