Which keyword match type in Apple Search Ads offers the broadest reach, potentially showing ads for searches beyond exact keyword matches, while requiring careful monitoring to avoid irrelevant traffic?

The keyword match type in Apple Search Ads that offers the broadest reach is 'Broad Match'. Broad Match allows your ad to appear for searches that are related to your keyword, even if they aren't exact matches or close variations. This means Apple's algorithm will show your ad for searches it deems relevant, based on user search history, related terms, and other factors. While Broad Match can significantly expand your reach and uncover new search terms you hadn't considered, it also carries the highest risk of irrelevant traffic. Irrelevant traffic occurs when your ad is shown to users who are searching for something only tangentially related to your app, leading to wasted ad spend and lower conversion rates. Therefore, using Broad Match requires diligent monitoring of search terms to identify and exclude irrelevant keywords using negative keywords. Negative keywords prevent your ad from appearing for specific search terms, allowing you to refine your targeting and improve the efficiency of your Broad Match campaigns. For example, if you are advertising a meditation app using 'meditation' as a broad match keyword, your ad might show for searches like 'transcendental meditation' or 'meditation music'. While these might be somewhat relevant, you might find that 'meditation for sleep' brings in non-converting traffic, in which case you would add 'sleep' as a negative keyword. Continuous monitoring and refinement are critical to maximizing the benefits of Broad Match while minimizing wasted ad spend.