The new Adwords Feature, Broad Match Modifier, allows you to create search queries which have a greater reach than phrase match but still allows you more control than broad match. Using modified broad match keywords can help improve your CTRs, attract more productive clicks and conversions at a positive ROI.

With broad match, the Adwords system automatically matches your ad with all relevant variations of your keywords – even if these terms are not included in your lists. Search query variations can cover plural/singular forms, synonyms and misspellings containing your keyword. When you use broad match, your ad may appear to irrelevant searches, generate a high number of impressions and drag the campaigns click through rates down.

With phrase match, the Adwords system automatically runs your ads on a particular phrase and particular order. Your ad will also appear if the user adds an extra word before or after the phrase. Phrase match is more targeted than broad match. It limits your traffic but at the same time it improves the quality of each visitor.

To implement the Broad Match Modifier, simply put a plus symbol (+) directly in front of one or more terms in a broad match search query.

For example, some users may search for +childrens+silver+earrings while others search for ‘silver earrings for children’. In this situation, the user who searched for +childrens+silver+earrings would match both searches but + silver+earrings+for+children would only match the second search. Avoid using modified minor words such as +how+to+a+in+for because it can reduce your campaign impression share and drive less traffic.

If you are settled within a busy industry and you mainly use exact or phrase match, you should consider adding modified broad match keywords to your campaigns purely because it will help increase your keyword and ad impression share. It will also provide you with new keyword ideas and attract more qualified visitors.

Phrase and exact match restrict a huge portion of the web traffic which could potentially be interested in your ad. Try using the broad match modifier strategy, you will be able to test new keyword lists and identify new sales opportunities.

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PPC - Google Adwords