Should you upgrade existing keywords to Broad Match in your Google Ads search campaigns? One of the common optimization recommendations that Google Ads will give you is to target broad keywords instead of phrase match or exact match keywords. However, it's not always the best strategy for most advertisers. I believe broad match keywords are for advertisers who want to expand their overall search term volume and test their campaign. It will involve more optimization on the advertisers part when you target broad match keywords.
Broad Match Keywords: Should You Upgrade Existing Google Ads Keywords to Broad Match