What is Modified Broad Match?
Modified Broad Match is a very handy match type within Google AdWords. Modified Broad Match allows search engine advertising marketers to target a keyword or search phrase including:
- singular and plural forms
- past, present and future tenses
- different word order
As such, Modified Broad Match fits right in between the Broad Match and Phrase Match, with the advantages of both of these match types:
- It takes various ways of spelling into account
- It is not triggered by irrelevant keywords
How to use Modified Broad Match
In order to use Modified Broad Match, add a “+”-sign in front of the keyword. The easiest way to accomplish this in accounts with many keywords is to use the search-and-replace and the add-functions in Google’s AdWords Editor.
Manu accomplished AdWords professionals have even replaced their broad matches with Modified Broad Match entirely. This will probably limit impressions and traffic, but also cut out most of the irrelevant traffic. It also allows AdWords professionals to focus on the words that really count. Because of the higher click rate (CTR), the Modified Broad Matched keywords will gain higher ad positions while lowering the average cost-per-click (CPC).
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