Should you use Broad Match?
That depends…
What’s your goal?
If you are trying to grow your account, your current campaigns aren’t limited by budget, and you are meeting your CPA/ROAS performance targets, then yes, you should.
But if you are still struggling to make a good ROI, then no, you shouldn’t.
Here’s the thing: Broad Match is great for Exploration, not so much for Exploitation.
This goes for both you and the Smart Bidding algorithms.
Embrace with care.
– Nils