Broad Match Modifier
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What it does
This new AdWords targeting feature lets you create keywords that reach more people than phrase match and give you more control than broad match.
To use the modifier, just put a plus symbol (+) directly in front of one or more words in a broad match keyword. Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). However, synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) are not considered close variants. Be sure there are no spaces between the + and modified words, but do leave spaces between words. The right way to do it: +formal +shoes. The wrong way to do it: +formal+shoes. Another incorrect usage: + formal + shoes.
Why you'd use it
If you mainly use exact and phrase match keywords, adding modified broad match keywords to your campaign can help you get more clicks and conversions at an ROI comparable to that of your phrase match keywords. Compared to using only phrase and exact match keywords, using modified broad match can greatly reduce the number of keywords you need, because each keyword can match countless word order and spelling variations.
If you're using mainly broad match keywords in your account at the moment, you might want to consider using the modifier with keywords you've inactivated due to poor ROI or unwanted matches that are too difficult to manage with negative keywords. It's also important to know that switching high volume existing broad match keywords to modified broad match will likely lead to a significant decline in click and conversion volumes and will not directly improve your Quality Score.
Whatever your current match type and account strategy, using the new AdWords Campaign Experiments tool can help you confidently test and measure the impact of adding modified broad match keywords, bid changes, and more.