Broad match: how to see which searches it really bought

What broad match does

With broad match, Google may show your ad for searches related to your keyword, even without its words. The keyword "running shoes" can match "trail sneakers", which is good, and "running shoes repair", which may not be.

See what each keyword bought

In Campaigns, Insights and reports, Search terms, the Keyword column exists but "doesn't show by default" (Google Ads Help). Add it from the columns menu. Then each row reads: this search, bought by this keyword. Also note that the report only lists searches used by a significant number of people. Some spend always sits in rows you can't see.

What to look for

• Searches that mean the opposite: "free", "jobs", "used", "repair" when you sell new.
• Searches for a competitor or another brand.
• Searches for the same product in a different country or language you don't serve.

Each of these, if it spent without converting, is a negative keyword candidate.

When to tighten

If most of a broad keyword's spend goes to searches you then block, it is doing more harm than good. Switch it to phrase match, or keep it broad with a list of negatives you review every two weeks. Google's own advice goes the other way: "It's critical to use Smart Bidding with broad match" (About broad match). So decide with the numbers of your account, not with a rule of thumb.