What is the primary risk of relying solely on broad match keyword targeting in an X Ads campaign?

The primary risk of relying solely on broad match keyword targeting in an X Ads campaign is inefficient ad spend due to irrelevant impressions and engagements. Broad match means your ad will be shown to users whose searches or X activity loosely relate to your chosen keywords. For example, if your keyword is 'running shoes', a broad match might trigger your ad for users searching for 'shoes', 'tracksuits', or even 'marathon training tips', even if they aren't specifically looking for running shoes. This leads to a significant portion of your budget being spent on impressions from users who are not genuinely interested in your product, decreasing the likelihood of conversions (desired actions like website visits or purchases) and resulting in a lower return on investment (ROI). This wasted ad spend could be better allocated to more precisely targeted strategies like phrase match or exact match keywords, interest targeting, or follower look-alike targeting to reach a more qualified audience.