What is the broad match modifier in PPC?

When setting up your campaign on the Google Search Network, your ads can appear above or below organic search results when a searcher uses queries that match one of your keywords.

The default match type for all keywords in Adwords, Bing, and Yahoo is “broad match”. With this match type your ads may show for search queries that include misspellings, synonyms, and other relevant variations. One simple solution to stop your ads from triggering for synonyms and other variations (variations that might not be as efficient for your campaign) is the use of the broad match modifier.

The broad match modifier allows for a bit more control than standard broad match type. Your ads will only trigger when the keywords you specify are searched (in any order). Just add a + (plus sign) to the beginning of each broad keyword.

Broad Match Modifier Example

An example of a broad match modifier: +nike +running +shoes

An example of the search queries that will trigger your ads:

  • Nike running shoes
  • running shoes Nike
  • Nike shoes for running
  • Nike running shoe
  • running shoe Nike

Let’s say you just used the default “broad match”. Here are a few examples of search queries that could trigger your ads for the broad keyword nike running shoes.

  • running shoes
  • walking shoes
  • track shoes
  • shoes

As you can see, the broad match modifier is a bit more focused. Google recommends starting with the default broad match but if you’re on a limited budget and looking for the most efficiency possible, the broad match modifier is your next best choice.

Kevin Ladd
2017-05-16
June 3, 2017

When setting up your campaign on the Google Search Network, your ads can appear above or below organic search results when a searcher uses queries that match one of your keywords.
The default match type for all keywords in Adwords, Bing, and Yahoo is “broad match”. With this match type your ads may show for search queries that include misspellings, synonyms, and other relevant variations. One simple solution to stop your ads from triggering for synonyms and other variations (variations …

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