What value is gained by utilizing broad match keywords? Broad match keywords can help marketers maximize their reach to customers who are seeking out their offerings without having to spend time adding new keywords. Broad match keywords guarantee that a keyword's core concept remains in the search term while achieving comparable volume to exact match keywords. Broad match keywords let marketers exercise more control over the specific search terms to which particular ads line up$,$ and they allow for volume to be limited$.$ Broad match keywords are necessary to guarantee high performance they must be included alongside exact match and phrase match keywords.