Google Keyword Broad Match Modifier

Earlier this week Google announced a new keyword targeting strategy, introducing a keyword broad match modifier to the pre-existing broad, phrase and exact matches.

During testing, the new keyword broad match modifier was said to provide more clicks and conversions than phrase and exact matches whilst being more targeted than standard broad match. To modify a broad match keyword, the advertiser simply adds a ‘+’ symbol in front of one or all of the words contained within the keyword. Words with a ‘+’ sign placed in front of it appears when a customer searches for that exact word and also any close variations. These variations include singular and plural forms, misspellings, abbreviations, acronyms and stemmings (e.g. ‘walk’ and ‘walking’).

Whilst the broad match term ‘tennis clothing’ targets anything relating to ‘tennis’ or ‘clothing’, the modified match refines the search when the keyword is adapted in one of the following ways: ‘tennis +clothing’ or ‘+tennis +clothing’. ‘Tennis +clothing’ would match terms such as ‘womens clothing’, whereas the modified match of ‘+tennis +clothing’ would not. In the case of the latter (+tennis +clothing), both words would be included when flagged in a search and are more flexible than broad match as other words can be inserted between the two terms.

[Example when using the keyword broad match modifier on the term ‘formal shoes’. Image extracted from Google’s ‘Inside Adwords’ blog ]

Google have warned that replacing broad match with modified broad match keywords in existing campaigns may lower clicks and conversions. They state that best practice would be to add modified broad match in addition to the existing broad match keywords and alter bids to gain target ROIs.

The keyword broad match modifier is already available to Canada and UK PPC advertisers, via their AdWords accounts.

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