What is broad match in Apple Ads?

Broad match lets an Apple Ads keyword match a wider range of related App Store searches. It can uncover variations and intent you didn't predict, but the wider reach also makes irrelevant taps and wasted spend more likely.

Treat broad match as research: review the actual search terms, promote good discoveries into exact match, and block persistent mismatches with negative keywords. Leaving broad traffic unattended is almost guaranteed to burn through your marketing budget no matter how big it is.

Kickstart exposes broad-match performance beside search-term opportunities, making useful discoveries and wasted spend easier to separate.