Just like Google is changing, Ryan’s stance on broad match is changing too. In this week's episode, Ryan gets candid about his opinion on broad match and why he now believes it to be valuable… in certain situations.

Google has used AI for its broad match keyword feature for years, but haven't always been forthcoming about it. Now that there is transparency about how the feature works, Some interesting use cases have become clear. Google isn’t just throwing ads around, there is calculation and intent behind search results when this feature is in use.

Check out the full episode to learn:

• How your brand should control keyword match types
• What user data Google uses to assume intent when showing ads
• In what ways the different match types have changed

If you have questions, ideas, or feedback to share, connect with us on LinkedIn. We’re Jon MacDonald and Ryan Garrow.