New Keyword Targeting Feature: Broad Match Modifiers

AdWords users - including Google Grants recipients - have always had the option to specify match types to decide the level of reach and the level of control they wish to exercise on their keywords. To allow our advertisers to expand their reach and exercise better control on their ads, we introduced a new match type: the Broad Match Modifier. This is a new AdWords targeting feature that lets you create keywords which have greater reach than phrase match and more control than broad match.


AdWords users who switch to the broad match modifier from phrase and/or exact match types will notice an increase in their clicks and conversions, while users that are using the broad match keyword type across their account may notice a significant drop in the volume of their campaign metrics. We therefore recommend keeping existing broad match keywords active, adding new modified broad match keywords, and adjusting bids as appropriate.

To implement the modifier, put a plus symbol (+) directly in front of one or more words in a broad match keyword e.g. +keyword. You can also add the + sign in front of two words within your keyword - after each keyword, leave a space. This means that if you want the phrase “charitable organization” to be present in the user’s search query, you will specify the modifier as: US +charitable +organization. Here, the words “charitable” and “organization” will be treated as necessary to be part of the search query.

Each word preceded by a + must appear in the user's search exactly or as a close variant. Depending on the language, close variants will include misspellings, singular/plural forms, abbreviations and acronyms. However, this does not work for synonyms and related searches. This means that synonyms like "quick" and "fast" and related searches like "flowers" and "tulips" are not considered close variants.

The modifier feature is live in all AdWords countries and most languages*. In languages not yet supported, + symbols in broad match keywords will be ignored and the keyword will function as ordinary broad match keyword.

For more information on broad match modifiers please review these frequently asked questions.

*Except Arabic and Hebrew languages, which are coming soon.

Posted by Reema Prasanna, Google AdWords Team In Hyderabad