Final answer:
Broad match keywords in advertising offer marketers the opportunity to reach a wider audience of consumers without having to add multiple keywords. While they can help capture more potential customers, it is important to also use other match types and strategies to control ad relevance and performance.
Step-by-step explanation:
Broad match keywords are important in advertising because they provide marketers an opportunity to reach the maximum number of consumers seeking their offering without adding different keywords. By using broad match, marketers can cast a wider net and capture a larger audience. For example, if a company sells running shoes and uses the broad match keyword 'running shoes', their ad may appear for search terms like 'best running shoes', 'buy running shoes', and 'running shoes for beginners'.
However, it is important to note that broad match keywords may also result in irrelevant or low-quality traffic. To address this, advertisers can use negative keywords and employ other match types like exact match and phrase match alongside broad match keywords. This allows for better control over the specific search terms to which ads correspond and helps ensure ad relevance and performance.
It's important to note that option c) accurately describes the advantage of broad match keywords, by stating that 'Broad match provides marketers an opportunity to reach the maximum number of consumers seeking their offering without adding different keywords.' Unlike option d), broad match does not give marketers a lot of control over the specific search terms, nor does it allow for limiting volume as effectively as exact match or phrase match types.