Finding the Right Audience The Key to Advertising Success Redefining Broad Match in 2025
About this video
Your job as an advertiser, on social or search, is to find the right audience — and no audience is exact except the customer emails you upload, and even those don't match 100% because people share devices and email addresses. John uses that to frame why broad match belongs in the conversation for businesses of any size.
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Source: YouTube auto-generated captions, lightly cleaned (repeated caption lines removed, misheard brand names corrected).
If you're not using broad match, small business, big business, your role as an advertiser in paid media, whether it's social or whether it's paid search, is to find the right audience. And it is a fact, and listen here, it is a fact that no audience is exact besides the emails that you upload to the system. And even then, the system might not catch it. And that goes for Meta, Reddit, Kora, Amazon, Google Ads because you know what? My email address is associated to my little one, my wife, my friends in some instances. So what I'm saying is that other people are using my computer and using my email address, right? So that match rate isn't always 100% is not
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