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Broad Match
When used in the context of paid search, broad match describes a keyword or key phrase with very little limitation on matching queries. Broad match keywords generally reach a wide audience, and match any queries where the keyword, or similar terms are used. Broad match doesn't require that query terms match the sequence of the words in your key phrase, and can match plurals and synonyms to your keywords, as well as key phrases with interstitial words.

In the Google Adwords program, broad match keywords are the default behavior and don't require any specific markings to designate them as broad match.