To reach the potential customers, it is always important to target with appropriate match types. As the search behaviour of customers has always been unpredictable, it becomes more difficult for the advertiser to predict the right kind of keywords. Broad match is one of the good match type options to cover people of unpredictable search behaviours.
More specific searches can be covered by the other two match types i.e exact and phrase.
Therefore, matching your ads against all relevant query variations can made a world of difference in the success of your online search campaigns.
