If your playground is the digital world and you want to reach more people, be known by more people, increase your site visitors or sales, one of the first few terms that comes to your mind will probably be “keyword”.
This is very natural, because in all marketing activities involving both SEM (Search Engine Marketing) and SEO (Search Engine Optimization), the way to reach the right audience with the right content goes through “this phrase”.
Difficulty finding the right keywords
However, it is an extremely difficult process to determine which keywords millions of consumers from completely different socio-economic backgrounds choose in a search for your product, and to update the keywords you use manually, as if that wasn’t enough. This is an expensive way, both in terms of time and economy.
Today, how and which methods and technologies the data is processed is as important as the data itself. Data is shaped by concepts and technologies such as integration, automation, machine learning, artificial intelligence; It enables predictable, sustainable and goal-oriented processes.
Broad match overview
When our topic is “keyword”, we come across a method that meets these conditions in a remarkable way: broad match.
The most important feature of the broad match method; getting your ad to show on searches that match the meaning of your keyword. Thus, you can be visible in searches that do not include keyword terms.
For a clearer understanding of the issue, the example Google gave is very explanatory:
https://support.google.com/google-ads/answer/2407779?hl=tr
Broad match also considers the following 3 elements:
– User’s recent search activities
– Content of the landing page
– Other keywords in the ad group
The key is expertise
The broad match method looks extremely advantageous. However, there is one thing you should not forget; Another match type can provide the most efficient response to your digital marketing and advertising needs. Your goals, your budget, your message… In short, your strategy will determine your match type selection. Taking all these variables into account and making the right choice requires serious work and expertise.