Broad match modifier is a keyword matching option in Google Ads that allows you to reach more customers by making your ads eligible to show for close variants of your broad match keywords.
How Broad Match Modifier Works
When you add a broad match modifier to your keyword, your ad will be eligible to show not only when someone searches for that exact keyword, but also when they search for similar terms. For example, if you’re selling shoes and you add the broad match modifier “keyword +shoes” to your campaign, your ad may show for searches like:
- comfortable shoes
- buy shoes online
- men’s shoes
Benefits of Broad Match Modifier
There are several benefits of using broad match modifier keywords, including:
- Reach more customers: By making your ads eligible to show for close variants of your broad match keywords, you can reach more potential customers.
- Improve your quality score: Using broad match modifier can help improve your quality score by ensuring that your ad is relevant to the searcher’s intent.
- Lower your cost-per-click: In general, broad match modifier keywords tend to have a lower cost-per-click (CPC) than other keyword match types, making them a cost-effective way to reach your target audience.
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Best Practices for Using Broad Match Modifier
When using broad match modifier keywords, there are a few best practices to keep in mind:
- Use negative keywords: Adding negative keywords will help you control your costs and ensure that your ad is only shown to relevant searchers.
- Monitor your results: Closely monitor your results to see which broad match modifier keywords are performing well and adjust your campaigns accordingly.
- Test, test, test: As with any keyword matching option, it’s important to test out broad match modifier to see if it’s right for your business.
How is the Broad Match Modifier Different from the Other Keywords?
The broad match modifier is different from other keyword matching options because it allows you to reach more customers by making your ads eligible to show for close variants of your broad match keywords. The other keyword matching options, such as phrase match and exact match, only allow your ad to show for the exact keyword or phrase that you’ve added.