Currently, testing broad match within a Google Ads account generally requires building a new campaign to specifically target broad match keywords. However, Google has just announced a new feature which allows broad match keywords to be tested within a single Search campaign as long as it is using smart bidding. The framework automatically creates broad match versions of your exact and phrase match keywords, and traffic is then split 50/50 between the existing setup, the control, and the broad match treatment.
The update provides significant improvement in how advertisers can test match types, which is usually more complex and risks errors. By removing the need for separate campaign builds, the process becomes much more streamlined, thus reducing setup mistakes. It also enables faster, more accurate results and with built-in reporting, performance insights are much clearer.
