Broad match is a type of keyword matching used in online advertising, where the advertiser’s ad is shown to a wider audience than the specific keyword or phrase chosen. This means that the ad may appear for related or similar search terms, allowing for a broader reach and potential for increased clicks and conversions. However, this also means that the ad may appear for less relevant searches, so careful monitoring and optimization is necessary to ensure the best results. Broad match is a useful tool for reaching a larger audience and increasing brand visibility, but it requires strategic planning and management to be effective.