Broad match keywords in Google AdWords can mystify many marketers at first — Phrase Match and Exact Match are more specific (and hence, more cost-effective), so what value is there to Broad Match? However, as this article proves, they can add real value to your campaign when implemented.  According to Search Engine Land, Broad Match accomplishes two campaign goals better than Phrase and Exact: greater reach and, in turn, greater conversions.  Read below for a more in-depth look at the study behind these findings.