Back in 2013, Google stated that fifteen percent of searches made on a daily basis are completely unique, never-before-made, brand-new searches. It was hard to believe then, but even harder to believe now. With trillions of searches processed every year, how could such a large percentage be new to Google? But Google recently reaffirmed that this still holds true in 2017. Fifteen percent of the searches they see conducted every day are still brand new.

So what does this mean for advertisers on Google? I believe it means that we should never completely ignore bidding on broad-match keywords. Broad-match keywords cast a wide net for search queries, as they’ll allow advertisers to serve ads when someone searches for broader variations of your targeted keywords – such as similar phrases, misspellings, synonyms and other related variations. Many advertisers shy away from bidding on these terms because they can cause your business to accrue costs from clicks on searches that weren’t relevant to their product or service.

With such a large percentage of unique searches, advertisers need to ensure they aren’t missing out on valuable customers with less conventional search queries. Bidding on broad-match keywords and running daily search query reports can help your business weed out unwanted searches through extensive negative keyword mining, while at the same time avoid missing out on potential customers.