There’s been a wave of interest in artificial intelligence (AI) in recent months, largely due to immense improvements in the underlying technology. Large language models, for example, now enable a deeper understanding of language, which has led to conversations with AI that are much more natural and intuitive.
This same technology has supercharged broad match, a Google Ads setting that helps brands reach more people with their ads and reduces manual keyword work.
Broad match has existed since the dawn of Google Ads, but it wasn’t perfect. And it started losing momentum about 15 years ago. Back then it could have matched a search query such as “treating a pet at home” to an irrelevant keyword like “treats for pets”. At the same time, “treating a pet at home” would not have matched to the related “without a vet”, as the two phrases don’t contain any of the same words. But thanks to new advances in AI, and continuous updates, broad match can now better interpret nuance and context.
