A big thank you to whoever at Google came up with the idea for the Broad Match Modifier. You made my day.
The broad match modifier is a new keyword targeting option. (The existing match types are broad, exact and phrase.) I’m a firm believer in using exact and phrase match terms in an account, but am very leery of using broad match. Broad match allows Google to show on searches that they think are related to your keywords. I use this example when I’m explaining broad match to clients: you are a fruit seller and all you sell is apples, so you advertise on the keyword apples. Google decides that an apple is a fruit, therefore they could show you on searches for oranges or bananas. Not a good use of your advertising dollars.
A couple other examples from my clients at JumpFly: how about finding out one of your clients ads is showing on the term “nudist camp?” (My client runs a kids summer camp.) Or how about a moving company spending thousands of dollars on what turned out to be the term “movie” because Google was mapping to the word “moving.”
So broad match has not been my favorite match type, unless a client has a large budget and wants huge amounts of traffic.
But with the new broad match modifier, I can try more broad match terms for my clients because it gives me more control. Basically, when I put a plus sign in front of a keyword, Google will know that that particular term has to be in the search or will match on close variants. (Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and rood words, like “floor” and “flooring”.) Here’s an example: if the term is +golf +shoes, your ad will show for “gulf shoes” or “golf sport shoes”.
Broad match modifier just came out of beta testing in the UK and Canada. I’m looking forward to seeing how it works for my clients, as I’m doing my own beta testing for a few clients. If it works, I’ll start adding it to more of my clients accounts. If you are interested in seeing how the broad match modifier might be able to work for your business, contact a professional PPC Management Company.