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Good question, it’s a different way of thinking compared to exact/phrase match.
Think of them less as keywords and more as “themes” or “signals” for the AI. I don’t use a huge list. I pick 5-8 of the most ideal, high-intent keywords for an ad group to act as the core theme.
You’re spot on that longer keywords work better. A broad match for “waterproof hiking boots” gives the system much better context than just “boots”. It helps steer the AI in the right direction from the start.
The real key is pairing it with smart bidding and being diligent with your negative keywords, especially in the first few weeks.
A big word of caution though, you need sufficient data for broad match to work well. If your Google Ads account is new and doesn’t have a solid history of conversions, use phrase and exact match first to build that data up.
