Google Ads: What Are Broad Match Modifiers?

Google Ads: What Are Broad Match Modifiers?

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What are broad match modifiers?: 0:24

How to set them up: 1:53

Why they may benefit you: 3:09

Hey all!

In this video, I show you what broad match modifiers are, how you can set them up, and why you may benefit from them. This is a match type that is not listed in your group of 3 match types, so you will need to know how to set them up manually if you want them to function.

So, what are broad match modifiers?

It is a type of match type that requires the words to be absolutely present if you want the ad to show, but be more flexible than the regular ‘phrase’ match type. Under the phrase match type, the words you type in MUST be in order and have nothing in between them for the ad to show. With broad match modifiers, the words can be in any order, and can have any words in between.

It is kind of like the best of both worlds – it is more broad than phrase, but not THAT broad that it will trigger your ad on any searches that are just closely related to your terms.

To set up the broad match modifiers, you need to add a ‘+’ before the words you want to be considered broad match modifiers. And don’t worry that it says ‘broad match’ after you put that in – it is still actually a broad modifier.

So if my keyword is ‘flying monkeys’, I can add a plus sign just before both words to make them both be absolutely necessary in order for my ad to show. So I would write ‘+flying +monkeys’, or ‘+monkeys +flying’, it would not matter. So if someone types in ‘great super now flying how about now monkeys’, my ad will still show up – as you can see, resembling the ‘broad’ match type in that it includes a greater variety of possibilities that will cause your ad to show.

Given that, you do not need to put a plus sign in front of EVERY word. You can put the plus sign in front of the words that you want to be absolutely necessary for the ad to show. So if I type in ‘+flying monkeys’, then my ad will show up when someone types in ‘flying apes’ for example. So because the ‘monkeys’ did not have a plus sign in front of it, it will stay a broad match type, not a broad match MODIFIER.

Also keep in mind that you cannot mix and match keyword match types in one line. You would not be able to say something like ‘+flying [monkeys]’, trying to make ‘flying’ a broad match modifier, and ‘monkeys’ an exact keyword. So keep that in mind when you are putting in the broad match modifier on only one word in your entire keyword – the words without the plus will go under the ‘broad match’ category!

That’s it!

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11 thoughts on “Google Ads: What Are Broad Match Modifiers?”

  1. Remember that if you do not put a plus sign in front of the other word in your keyword phrase, that word will be a BROAD MATCH TYPE, NOT BROAD MATCH MODIFIER! So if you want the entire phrase to be a broad match modifier, put in the '+' before EVERY word!

  2. This was the best description of broad matches. Thank you SO MUCH! I would love to see more videos on optimizing Adwords and especially shopping campaigns.

  3. Awesome ivan, do broad modifiers work in bing ? And if yes , will it counteract the place holder keywords ( dynamic keyword insertion ) ? Or how will they work together? Thanks

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