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 gives 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. Make sure there are no spaces between the + and modified words, but do leave spaces between words. Right way to do it: +formal +shoes. Wrong way to do it: +formal+shoes. Another incorrect usage: + formal + shoes.

Why you would 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.

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.

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.

How It Works

Broad Match Modifier

Where you'll find it

Broad Match Modifier

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