Are broad match keywords worth it in Google Ads?

Are broad match keywords really as troublesome as they say? As if! In Episode 74 of the Inside Google Ads podcast, host Jyll Saskin Gales drops major truth bombs about broad match, which she now champions as "end game" for Google's automation. Jyll addresses common concerns and misconceptions about broad match, sharing insights from real client accounts and providing practical tips for optimizing your campaigns.

Learn when broad match is the right choice, how to interpret your search terms report, and what to do about those "hidden" search terms. Jyll also tackles the use of dynamic keyword insertion with broad match and clarifies the role of Performance Max campaigns in your overall advertising strategy.

Tune in to discover how to get Google's AI working for you and future-proof your advertising efforts. Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode74 

Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask me your questions at an exclusive live video call every single month. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode74 

Resources mentioned in this episode:

Types of Keywords in Google Ads EXPLAINED
https://www.youtube.com/watch?v=sK2j1--lbh4 

Google Ads AI Max EXPLAINED
https://www.youtube.com/watch?v=wKp8lEICwZQ 

Search Engine Land article about Dynamic Keyword Insertion
https://searchengineland.com/google-ads-keyword-insertion-452019 

Search Engine Land video about Dynamic Keyword Insertion
https://www.youtube.com/shorts/hs69TxeQ1Mw 

Read more about this topic on Jyll's Google Ads Blog
Should you use Broad Match keywords in Google Ads? https://learn.jyll.ca/blog/should-you-use-broad-match-keywords-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode74 
Are Exact Match Keywords Always Worth the Higher Cost in Google Ads? https://learn.jyll.ca/blog/are-exact-match-keywords-always-worth-the-higher-cost-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode74 
Google Ads Match Types in 2025: What You Need to Know: https://learn.jyll.ca/blog/google-ads-match-types-in-2024-what-you-need-to-know?utm_source=podcast&utm_medium=referral&utm_campaign=episode74 

Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
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https://www.instagram.com/the_google_pro 
https://www.threads.net/@the_google_pro