What is a recommended action when testing broad match keywords?

Running the experiment until statistically significant results are achieved is crucial for effective testing of broad match keywords. This approach allows you to collect enough data to make informed decisions about the performance of those keywords. Statistically significant results indicate that the observed performance is likely not due to chance but rather reflects a true trend in how those keywords are performing.

Short testing durations or hasty conclusions, such as immediately discarding underperforming keywords or limiting the test to one week, could lead to premature decisions based on insufficient data. Similarly, pinning all keywords to exact match eliminates the exploratory nature of broad match testing, which is designed to discover new, relevant search phrases that might drive traffic to ads but are not immediately apparent. Therefore, allowing a full test period and seeking statistically significant results ensures a more comprehensive understanding of how broad match keywords can be optimized within an advertising campaign.