Until now Google offered three match types:
- Broad Match
- Phrase Match
- 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?