What is the Keyword Modifier? & How To Use Broad Match Modifier In AdWords?

Broad Match Modifier match type reaches more audience than phrase match type but is more restrictive than broad match type. So, if you want to reach more audience but relevant ones, then BMM is the match type to put to practice.

How is Broad Match Modifier match type used?

To add your keyword as BMM you need to add a ‘+’ sign in front of it. So, for instance if you wish to show for searches such as red formal shoes, red evening shoes for women, red sport shoes for kids etc., then +red +shoes would show for all these searches.
The + sign denotes which keyword needs to be necessarily present in the search query. For instance if you keyword is just+shoes then your ad will show for queries such as pink shoes for girls, women shoes with heels but not for queries such as booties for babies, sandals for women etc. BMM also shows for close variant of the keyword but not for any synonyms.
Here are some more broad match modifier examples to help you understand it much better.
Note: Remember that broad match modifier cannot be assigned to negative keywords.
Benefits of using Broad Match Modifier match type
1. Using BMM results in less wastage and hence your negative keywords list might not become as extensive as in the case of a broad match keyword. Though researching and adding negative keyword is still a must-do task, BMM supports a strong negative keyword strategy and will keep your campaign more focused.
2. As explained above, it helps reach a wider section of audience but the ones that you can consider relevant. Unlike broad match type, where volume of traffic is low on quality, BMM covers up that loophole.
3. If you have a long tail keyword, then with BMM you can aim at the important terms by assigning a + sign before that. With this you ensure that your long tail keyword draws traffic that is searching for the terms you wish to show your ad for.
4. A BMM match type keyword can easily help you assess a keyword’s productivity and you can decide whether to go ahead with it or not. Additionally it helps you identify prospect search queries that you can bid on which can be missed when using phrase or exact match type.
5. Advertisers build multiple ad copies to identify the best and worst performing ads, eventually running the ones driving results. In such a case, using Phrase Match may not be able to gather significant data for you to draw c conclusion. Opting for BMM match type can offer considerable analysis about your ad messaging and which ones to further go ahead with. BMM’s extensive the search volume data will give you insights about your ad, however, it might also result in some inefficiencies such as low conversions and higher CPC. But the main purpose of identifying valuable ads is attained with BMM.
6. When starting a new campaign using BMM will help capture the search queries that you can later on bid for. Though broad match would also meet the same purpose but BMM is a level up by running in a controlled environment and not resulting in attracting unwanted traffic.
BMM has its own pros and cons which advertisers need to assess. But it is evident that if you wish to reach out to relevant but considerable volume of audience, BMM serves the intent. Having repeatedly mentioned that it is a more controlled match type, there would be instances when an exact or phrase match would be more appropriate. So, evaluate what the objective of your campaign is and weigh how the usage of a match type will impact the performance.

About keyword matching options

Keyword match types help control which searches on Google can trigger your ad. So you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers.
This article explains the different match types that are available. Learn more about adding keywords.

Where to start

Consider starting with broad match. Add negative match keywords to exclude searches on Google that aren’t related to your business (optional).

Broad match

Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. So if your keyword is “women’s hats,” someone searching for “buy ladies hats” might see your ad. Learn more about broad match.

Negative match

Excludes your ads from showing on searches with that term. So if you’re a hat company that doesn’t sell baseball hats, you could add a negative keyword, designated with a minus sign (-baseball hats). Learn more about negative match.

More advanced options

These options are only recommended for advanced advertisers trying to segment specific sets of searches. 
So that you don't miss out on potential customers, we may show your ads for close variations of broad match modifier, phrase match, and exact match keywords. Close variations of these match types can include misspellings, singular or plural forms, acronyms, abbreviations, accents, and stemmings (such as floor and flooring).

Broad match modifier

Similar to broad match, except that the broad match modifier option only shows ads in searches including the words designated with a plus sign (+women’s hats) or close variations of them. Learn more about broad match modifier.

Phrase match 

Ads may show on searches that match a phrase, or are close variations of that phrase, with additional words before or after. Ads won't show, however, if a word is added to the middle of the phrase, or if words in the phrase are reordered in any way. Designated with quotation marks ("women's hats"). Learn more about phrase match.

Exact match

Ads may show on searches that match the exact term or are close variations of that exact term. Close variations here may also include a reordering of words if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles, and other words that don’t impact the intent of a search). Designated with brackets, the keyword [women's hats] could show when someone searches on Google for “hats for women.” Learn more about exact match.

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