The broad match modifier is an AdWords targeting feature which provides you more control than broad match as the broad match modifier allows for additional word(s) to be before, between, or after the keyword that has been modified. Broad match modifiers are used by placing a plus (+) symbol directly in front of one or more words in a broad match keyword. When a user does a search, the + symbol followed by the keyword(s), must appear exactly in the search. Words such as the, of, a, in, for, or, an, etc… does not need a modifier and people usually do not type these words when searching. If you were to add the plus symbol to these words it can limit your traffic.
If a user was to type in keyword(s) searches such as misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”), the user’s search will be provided with results. Synonyms (such as “slow” and “leisurely”) and related searches (such as “flowers” and “roses”) will not be provided with results.
As of now the broad match modifier is supported in most Adwords languages. For those languages not yet supported, + symbols in broad match keywords are dismissed and the keyword will act as a broad match keyword.
Here is a case study example as follows.
In one of our accounts, we have software erp as one of the keywords in our campaign. We believe that this keyword has potential but it was too broad so we decided to add the same keyword with the broad match modifier, resulting in software +erp. I compared the results and found that since we’ve added the broad match modifier, the overall keyword’s performance increased in a positive way. For example, the click through rate and conversions more than doubled and the average CPC went down by about .11%. The average position and ad spend decreased as well.
Now go ahead and start using broad match modifier!