Does Bavian add new keywords, and which match types does it use?
Updated 20 October 2026
Yes. Bavian adds new keywords as it manages your Search campaigns, mostly for searches in your own account that have brought results but that no keyword covers yet. Where several such searches share a theme, it can build a new ad group for them, with its own ads.
Match types
- Exact and phrase match are what Bavian mostly uses. A new keyword usually runs as exact match, or as exact and phrase together.
- Broad match is only added on campaigns that bid for conversions and where your conversion tracking can be trusted. If the broad version does clearly worse, Bavian takes it back.
Bavian doesn't simply swap your existing keywords from broad to exact. It can pause keywords in campaigns it took over, but not ones that brought a conversion in the last year.
Good to know
- Bavian also blocks searches that cost money without results. See How does Bavian decide which search terms are wasted spend?
- You can add or pause keywords yourself on the Keywords page in Bavian.