Google have released a new match type for PPC known as the Broad Match Modifier. It allows advertisers to create keywords which have greater reach than phrase match, but more control than broad match.
Using modified broad match keywords in your campaign you could get more clicks and conversions at a good ROI, especially if your current strategy is to use mainly exact and phrase match keywords.
How to Use Broad Match Modifier
You apply the modifier by putting a plus symbol (+) directly in front of one, many or all words in a broad match keyphrase. Make sure there is no space between the plus sign and the keyword for example.
Correct = +wood +floor
Incorrect = + wood + floor
Each word which has the + sign must appear in the user's search exactly or as a close variant. A close variant includes misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (such as "floor" and "flooring"). Synonyms (like "quick" and "fast") and related searches (like "flowers" and "tulips") are not considered close variants.
The broad match modifier gives you more reach than phrase match because it allows for additional word(s) to be inserted before, between, or after the keyword which is modified by the plus sign. The plus sign will only work on broad match and will not provide close variants if used with phrase and exact match.
Should I use Broad Match Modifier?
During the testing of this new match type advertisers found adding the plus sign increased clicks and conversions, with more control than broad match.
If your strategy is to use broad match then adding the modifier will reduce your clicks and conversions. It is recommended if this is your strategy keep your existing broad match terms and add new broad match modified terms to you campaign.
If you keywords in the same ad group with different match types then the most restrictive match type will always trigger, so if you have exact and broad modified the exact keyword would show.
If one keyword uses the broad match modifier and the other keyword is just broad then the modified keyphrase will show.
For example:
Modified = +sport +shoes
Broad = sport shoes
If someone searches for sport shoes then the modified term will show, regardless of other factors like bids.
- bdrlondon's blog
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