How do broad keywords work?
In 2012, Google modified a broad keyword in 3 ways:
- Broad match
- Phrase match
- Exact phrase
More keywords work so if you add the keyword "sneakers + running," Google will also show your ad for searches like "best sneakers," "best running shoes," "running tips", etc.
Although this functionality has changed over the years, many accuse it of squandering the budget. Of course, we always suggest the most precise targeting through accurate phrases and search that suits your business.