From The Co-Founder of Business Intelligence Software Company SiSense

Elad Israeli

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The Google AdWords Broad Match Modifier

This option basically allows you to control which words must appear in exact or synonymous form

A couple of months ago, Google added a modifier option for the Broad Match type. This option basically allows you to control which words must appear in exact or synonymous form within the search phrase.

For the record, I have always disliked the Broad matching option. Especially since Google introduced Expanded Broad matching where Google show you ad for every word they deem close enough to the actual word you bid on, not just the exact word.

Ever since they did that, it's become very difficult to control your Adwords campaigns because the search phrases you bid on become much less targeted and cost you many irrelevant click$.

The new Broad match modifier is a step in the right direction as it allows you to better control the phrases that bring up your ad.

Let's say you bid on the phrase: Banana Cake Recipe
Setting this phrase to Broad matching, will show your ad to surfers searching for Chocolate Cake Store and Growing Bananas in Brazil which may be irrelevant to what you're advertising.

If you use the new modifier like so: +Banana +Cake +Recipe
Your ad will show only to phrases that contain some variation of all three words. That means that the search phrase must contain all three words, or whichever word Google decide is synonymous to the each of the words you specified. They may, for example, bring your ad up to someone searching for Banana Muffin Recipe. You may like that or you may not.

You can also choose to apply this modifier just to a subset of the words in the phrase, but then you need to make sure whether it's worth your while to split the keyword into two separate ones.

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Elad Israeli is co-founder of business intelligence software company, SiSense. SiSense has developed Prism, a next-generation business intelligence platform based on its own, unique ElastiCube BI technology. Elad is responsible for driving the vision and strategy of SiSense’s unique BI products. Before co-founding SiSense, Elad served as a Product Manager at global IT services firm Ness Technologies (NASDAQ: NSTC). Previously, Elad was a Product Manager at Anysoft and, before that, he co-founded and led technology development at BiSense, a BI technology company.