Broad Match and Broad Match modifier are specific keyword match types that one can use when you are running a search based google AdWords campaign.

When you run an AdWords Campaign, you essentially you essentially need to set your keywords on 4 parameters

  1. Broad Match Keyword
  2. Phrase Match Keyword
  3. Exact Match Keyword
  4. Broad Match Modifier Keyword

By default when you use the Adwords Planning Tool to set up your keyword research and select your keywords into your campaign plan, remember that it is always set to a Broad Match Keyword Setting

Selecting Exact Match Keywords

The keyword match type you select will determine what search queries you end up showing up on. In my previous article on how to use Exact Keywords, I explained when Exact Match should be used. In this article I will explain what Broad Match and Broad Match Modifier is and how and when you should be using them

Difference between Broad Match and Broad Match Modifier

Broad Match

As the name itself suggest helps show up your add against the widest spectrum of search queries. Take the example below

Let’s assume you have chosen the keyword – Travel Agency as a keyword and want to show your add to people who are looking for a travel agency.

By default when you use the Keyword Planning Tool to set up your keyword research and select your keywords into your campaign plan, remember that it is always set to a Broad Match Keyword Setting.

Keyword Will Ad be trigged
Travel Agency Yes
Travel Agency in Bucharest Yes
Best Travel Agencies in Constanta Yes
Which are the best travel agencies jobs Yes
Travel agency business potential Yes
Cheap agency for travel Yes
International travel agency in New York Yes

Your ad is likely to then come up and be shown under various conditions which frankly only make you bleed money to Google.

If you are a travel agent as you can see, many of the instances where your ad might be shown are not exactly your prospects!

Google  defines broad match as a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemming’s (such as floor and flooring), related searches, and other relevant variations

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When do you use Broad Match?

Setting your keyword match type to Broad Match is great when you want to address a large segment of the audience and largely want to drive traffic to your website. Do not select broad match if your objective is lead generation.

What is broad match modifier?

A broad match modifier gives you the flexibility of a broad match combined with the exactness of a phrase or an exact match. An exact match and phrase match may result in your ad not being shown to several people because of the way you have structured the phrase or the exact keyword.

A broad match modifier is created by putting a + sign in front of the keyword that you want. Taking the above example where say you were a travel agency located in Bucharest instead of simply selecting the keyword Travel Agency, you could set up your broad match modifier keyword in the following manner

  • +Travel + Agency+ Bucharest

This will show up your ad where all 3 words exist in the user’s search query.

  • + Travel Agency + Bucharest

Your ad will show up only when the 3 words come together in a single sentence. This is almost a phrase match. Take a look below.

Search Query +Travel + Agency+ Bucharest Bucharest + Travel Agency
Travel Agency No Yes
Travel Agency in Bucharest Yes Yes
Best Travel Agencies in Constanta No No
Which are the best travel agencies jobs No No
Travel agency business potential No No
Cheap agency for travel No No
International travel agency in New York No No

 

Creating broad match modifiers can be a bit confusing for the first time user of Google AdWords. Acquisio has an interesting online tool to convert broad match keywords to Broad match modifier.

When do you use a broad match modifier?

If you want to get the benefit of a broad match (i.e get your ad out to the highest number of potential searches looking for your particular product or service) and at the same time restrict unimportant and out of context searches resulting in your ad being served, then Broad Match Modifier is for you.

The key difference between a broad match and broad match modifier is the degree of control that you get on determining who should get to see your ad and who should not.

With a broad match modifier, you get the volume that you need coupled with the control of a phrase and exact match.

Key differences between Broad and Broad Match Modifier

 

  1. Broad Match will show your ad to the highest volume of search queries, whereas Broad Match Modifier will restrict and control it
  2. Broad Match Modifier need to be manually inputted into Google AdWords whereas Broad Match is the default setting.
  3. Broad Match Modifiers are created with a + sign in front of the word that you want in the user search query, whereas Broad Matches have no such string attached
  4. Broad Match is ideal setting to drive large volumes of informational traffic to your site whereas Broad Match Modifier should be used to drive leads and prospects

Conclusion

Google AdWords is a powerful medium to drive leads and traffic to your website if used carefully. The important thing to remember is to avoid making coming mistakes that every first time user makes.

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