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How To Save Money In AdWords With Broad Match Modifier

In the middle of July, Google announced the release of the new Google AdWords Keyword Match Type called¬†Broad Match Modifier in the US. Here’s a quick “how-to” and why you’ll want to use it.

Until now Google offered three match types:

  1. Broad Match
  2. Phrase Match
  3. Exact Match

How & Why?

For some advertisers, Broad Match is too liberal and Phrase Match is too conservative. What Broad Match Modifier brings to the game is somewhere in between. For example, if you had previously wanted to advertise the term “nike shoes” and only have your ad displayed when the search term included the word “nike”, you would have had to use the phrase match terms. This becomes difficult because you need to add many different variations of the terms in order to reach a wide enough audience. With the new Broad Match Modifier, you can now use one keyword: “+nike shoes”. This will display your ad for many variations of the keywords and make sure that it always contains the word “nike”.

Overall, this new feature should save you time and money while helping you expand your reach.

Do you see this helping your business?

One Comment to "How To Save Money In AdWords With Broad Match Modifier"

  1. Reply
    Alan Mitchell
    October 29, 2010 at 10:12 PM

    While I agree that modified broad match can save you time, I did find some results in my analysis suggesting that it can lower CPC costs ( http://www.calculatemarketing.com/blog/techniques/modified-broad-match-adwords-analysis/ ). I definately see this feature as being a huge help to PPC advertisers, and think it should be something all advertiser look to implement.


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