[Update as on 11the Feb 2021] – Google has announced changes to Phrase Match & Broad Match Modifier Match type.Starting mid-February, phrase match will start reaching to even the broad match modifier traffic. From July, advertisers will no longer be able to create new broad match modifier keywords. Read about the update here.
Broad Match Modifier match type is a bridge that fills the gap between Broad match type and Phrase match type, where the the former is less controlled and the latter is more.
Since its launch in the year 2010, Broad Match Modifier match type has successfully been implemented by advertisers who wish to gather relevant traffic from their campaigns.
What is Broad Match Modifier?
Broad Match Modifier by its course of action shows ads if the keywords are present in the search query in the exact or close variant form. These keywords are highlighted with a + sign to demarcate that the keyword needs to necessarily be part of the search query. You ads will also show for any close variant of the keyword but not the synonym.
Lets dwell on it with a few examples:
Keyword: sling +bags
For the above keyword the + sign before sling and bags denotes that the keyword must be a present in the search query, irrespective of whether the word women is a part of the query or not. So your ad will end up getting displayed for the following cases:
Keyword: +sling +bags
As now in this case, both the keywords have a + sign before them then the search query with both these keywords will trigger your ad. The scenario changes in this case and you end up showing your ads for the following set of search queries:
Lets ascertain how to find which keywords to add as broad match modifier
For instance you want to capture traffic for the following search terms:
- book a hotel in Maldives
- budget hotels in Maldives
- online hotel booking for vacation in Maldives
Here the common terms occur to be hotels and Maldives, so adding these two with a + sign will ensure that these search queries are met.
As can be seen, BMM is a modified form of broad match type and offers more control that it. Instead, broad match is less restrictive and shows your ad for queries that Google find’s relevant.
Comparing broad match modifier with other keyword match types
Keyword: +women +leather +bags
If you see leather bags only targeted for women, then adding the +sign before the important keywords will get you convincing results. Here is the same keyword under the exact match type and phrase match vs broad match modifier
Keyword: +wellington +hotels
Now, lets compare the results of the above mentioned keyword and see how broad match modifier performs vs phrase match and exact match.
So, broad match modifier is a controlled keyword match type and can help your ads cater to more search queries while staying relevant.