How do broad keywords function?
In 2012. Google has revealed ways to modify broad keywords in 3 different ways:
- Extensive term
- Phrase matching
- Exact phrase
Broad keywords function in the way if you add a keyword "shoes+running", Google will show your add for search terms like "best shoes", "best running shoes", "running advice" etc.
Even though this functionality has been changed over the past years, it is considered to be guilty of spending budget by many today. Of course, we always like to suggest targeting exact focus keywords and searches that suit your business.