Google today announced the introduction of new keyword match type on Adwords pay per click. The ‘Broad Modifier’ lets you implement keywords that have more possibilities than phrase match but on the other hand is stricter than broad match.
To introduce the new variation, you need to add a plus symbol (+) before one or more broad match keywords. Each keyword that follows a (+) needs to appear in the user’s search exactly or as a close match. Close matches will include singular/plural forms, misspellings etc.
Initially the new match type will be rolled out in the UK and Canada. These keywords will provide a halfway house between broad and phrase for those advertisers who are looking to achieve more ROI on Adwords without spending too much on budget by introducing multiple broad matches.
Below is an image from Google that shows how the new keyword match type will work:
This move from Google helps in a way to simplify the building process for users who don’t have much experience with the platform. Some sceptics may also say that it makes it easier for advertisers to run these types of matches for longer and spend more money, rather than becoming quickly disillusioned with broad match and pausing the account altogether.
