Does AdWords fire broad match if any word in the keyword fits?

First, there are two types of broad match. There's the original which is just the words and then there's broad match modified. The BMM version has + in front of the words (doesn't have to be all of them but is preferable) and works just the way one expects broad match to work. It forces the system to trigger only when each and every word is part of the search term. The original is "broader" and can trigger on a wider variety of search terms.

In your example, I believe that the search "red widgets" and even "widgets red" has a good chance to trigger your ads on your long-tail broad match but not if you used BMM. One reason is the nature of plain broad but another is also that you have many (mostly) stop words in your long-tail keyword. I'm pretty sure that the system will ignore common words like is, the, in that are included in a broad match keyword. Your keyword as far as the system is concerned may be "best world green red widgets".

It could also likely trigger at times on search terms such as "best country in world" since you have two matching words. That's not what you'd want in your case but that's how plain broad match works and you have to be conscious of that. I don't recommend using it at all and I haven't since BMM came out. You also need to understand the different match types, how they interact with search terms and use concepts in your keywords instead of so-called long-tail keywords which really add no value, at least not the one used in your example.

Hi warrenonline,

Yes, longer phrases can match more search terms, but this is effectively mitigated to a degree by Quality Scores.

The more precisely your broad keyword matches the search term, as well as how closely your ad text matches the search term, will ultimately determine the Quality score, which combined with your max CPC bid will determine ad score, and position within the ad auction. Less precise keywords will have a lower quality score and a lesser chance of winning an ad slot in the auction.

So there is indeed an effect, just not very predictable nor very reliable. My advice is to manage your bids very closely when using broad match keywords, keeping the bids far lower than other match types so that the Quality score will reduce the number of ad impressions on irrelevant search terms, while still picking up extremely relevant terms that you have not yet precisely targeted.

HTH,

Don Burk

If a search fits in your targeting, yes Google can trigger your ad for "red widgets". And that's why it's recommended to use either phrase match or broad modifier as it gives you more control as compare to broad match keywords. Broad match keywords work well for branding but when we have certain goals or objectives, it's recommended to try other match types.