Google are currently testing a new keyword match type in the UK and Canada called the ‘broad match modifier’. As can be guessed from the name, it’s an extension to the broad match type which allows Adwords users to ‘create keywords which have greater reach than phrase match, and more control than broad match.’
The broad match modifier can be implemented by putting a ‘+’ symbol in front of one or more words in a broad match keyword. So for example, let’s say that an advertiser currently uses the broad match keyword ‘white trainers’. Due to extensive broad match, all manner of queries could trigger ads for this keyword, such as ‘black sneakers’, which are an advertisers nightmare.
By using the broad match modifier keyword ‘white +trainers’, the word ‘trainers’ must appear in the search query for the result to appear but close variants such as misspellings, singular/plural forms, abbreviations, acronyms and stemming variations will also be accepted. Using the keyword ‘+white +trainers’, queries such as ‘wihte trainers’, ‘new white trainers’ or ‘white sports trainers’ can all trigger the ads for this keyword, but the term ‘black trainers’ would not result in an ad impression.
It’s recommended that advertisers who mainly use phrase and exact match keywords make use of this feature, but those who currently use broad match keywords predominantly don’t switch to the broad match modifier. They should instead create new broad match modified keywords whilst keeping the original broad match keywords.
At Network Intellect, we believe this is an excellent tool which will help cut out irrelevant clicks and unnecessary costs to our clients, but it’s vital that this is understood properly and used shrewdly in order to obtain the best results. Visit us if you would like to learn more about Pay-Per-Click Advertising.
