Adwords Game Has Changed

Pay-per-click continues to change – maybe not drastically, but Google especially is always on the lookout for any advances and improvements to this multi-billion dollar enterprise. Well, a global Adwords change is in effect (after a beta test in the UK and Canada), and it's a biggie: broad match modifier.

What is Broad Match Modifier?
According to Google's Agency Ad Solutions Blog,

"The broad match modifier lets you create keywords which have greater reach than phrase match and more controlled than broad match. To implement, put a plus symbol (+) directly in front of one or more words (no spaces between + symbol and word). Each word preceded by a + must appear in the search exactly or as a close variant."


To recap the different match types and define the newest member:

1. Broad match = ads show for matches on any variation of a keyword, plus similar keywords. E.g., the keyword western saddle could receive matches for western saddle pads, horse tack, roping saddle, western stirrups, etc.
2. Phrase match = ads show for matches on keyword phrases which match/contain phrase. E.g., "western saddle" could receive matches for western saddle pads, western saddle tack shops, fitting a western saddle, etc.
3. Exact match = ads show for matches on exact keyword/phrase only. E.g., [western saddle] would match only western saddle.
4. Negative match = ads do not show for any matches on keyword. E.g., –western saddle.
5. Broad match modifier = ads show for matches on exact or "close variants" (misspellings, plural/singular, acronyms, etc.) . E.g., western +saddle could receive matches for english saddle, roping saddle, barrel saddle, etc. +western +saddle could receive matches for wstern saddle, custom western saddles, etc.

With the new broad match modification option, Google's now allowing PPC marketers to refine their broad match keywords without having to add a myriad of negative keywords. For those whose pay-per-click marketing campaigns rely heavily on broad and phrase match keywords, this new modification match type can eliminate a lot of work.

It's important to note that while the broad match modifier option can show ads for close variants, that doesn't include synonyms or related searches. Also, if you're about to switch all your PPC broad match keywords to use the new modifier, be prepared for a negative shift in click volume.