Google officially announced the global launch of their much awaited modified broad match modifier via their AdWords blog. They had been undergoing a test rollout both in the UK and Canada since May but July 14th marked it’s global rollout. According to Google:
The broad match modifier is a new AdWords targeting feature that lets you create keywords which have greater reach than phrase match and more control than broad match. Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today.
How Modified Broad Match Works
If you had two keywords under normal broad match, say:
You would typically attract clicks from searches related to ‘mobiles phones’ that may also include variations such as synonyms and misspellings. So ‘mobile phones’ under broad match may attract keywords:
- cell phones,
- cellular phone deals
- vodafone mobile contracts
- mobile phone plans
- iphone hacks
- free mobile phones
- mobile phone contracts
- 3g mobile phones
- pink mobile phones
The trouble with broad match is that it typically can get out of control by attracting irrelevant search traffic. The only way to taper irrelevancy is to constantly build and improve an extensive list of negative keywords.
Under broad modified, you can actually ‘fix’ a single keyword as constant in a key phrase you bid for. This constant *must* be present in all searches your broad modified keyword attracts. Let me illustrate. Say you bid for the broad modified key phrase (To implement the modifier, just include a plus symbol (+) directly in front of one or more words** in a broad match keyword.):
This would attract searches with the keyphrase ‘phones’ present or close variations such as misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “drive” and “driving”) BUT not synonyms as normal broad match would return. So the above key phrase would attract searches for:
- mobile phone (singular/plural)
- mobile pohne (misspelling)
- cell phone
- cell phones
- cell phnoes (misspelling)
notice ‘phone’ is the constant.
This modified key phrase:
Would attract searches for:
- moblie phones (misspelling)
- mobiles phone (singular/plural)
- mob phones (abbreviations)
- mobile phones
- mobile phone
Again the constants here are keywords ‘mobile’ & ‘phones’ – so its offers a much wider reach than phrase match and more control than normal broad match.
It is a very interesting add-on to AdWords and is bound to improve conversion rates if implemented properly.
We have already implemented it on all our clients’ AdWords accounts and are seeing positive results already.
Watch this space….