Modified Broad Match Keyword Targeting in AdWords
Google’s official AdWords blog announced a new keyword targeting feature, the broad match modifier, currently only available to advertisers in UK and Canada as an open beta.
This new AdWords targeting option add a new degree of control in PPC strategies: The broad match modifier can bring more impressions than phrase match keywords, but less traffic than broad match, while offering control over keyword close variants like singular/plural forms, abbreviations, acronyms and stemmings.
By putting a plus symbol (+) in front of one or more words in a broad match keyword, you can implement the modifier, including close variants and excluding synonyms and related searches. The Inside AdWords graphic below shows the differences in reach of keyword match types (broad, modified broad, phrase, exact).
Depending on the specific words you modify, you can influence the reach your keywords will have, and then adjust your bids accordingly to achieve your campaign’s target ROI.
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