Many of us know the different styles of targeting that you can implement with your Google AdWords campaign. The options that you have had so far is: broad, exact, phrase and negative. Let’s recap on what these are:
Broad match: Allows your ad to show on similar phrases and relevant variations.
Example: Red Shoes
Phrase match: Allows your ad to show for searches that match the exact phrase.
Example: “Red Shoes”
Exact match: Allows your ad to show for searches that match the exact phrase exclusively.
Example: [Red Shoes]
Negative match: Ensures your ad doesn’t show for any search that includes that term.
Example: -Red Shoes
Some of these options will allow more traffic to your ad as others will bring less traffic that is more narrowed down to the specific search.
So, what’s new? It’s called ‘broad match modifyer‘.
You can think of this new match type as being inbetween broad and phrase match. Broad can bring you very general internet traffic whereas phrase is a bit more strict. This is very helpful for you if you are used to using phrase and exact match types in your AdGroups, because this can ‘loosen’ up your ad exposure with less risk of the keywords being at a broad match level.
How does it work?
Simply put a (+) in front of one or more of the keywords. Example: Red +Shoes, +Red +Shoes
Be sure that there aren’t any spaces between the + and the keyword itself.
Each word that has the + in front of it has to be in the search query, or at least a close variation of it. The ‘variations’ include: abbreviations, acronyms, plural/singular forms, and stemmings (drive and driving). What isn’t included with the variations is words like ‘slow’ and ‘drag’. They simply aren’t close enough to be considered.
Above, I mentioned a use for this new match type if you are using primarily phrase and exact match in your campaigns, but what if you mainly use broad match types? If you change these keywords to the new match type, the only thing that you need to be aware of is that you will likely see a decline in your click and conversion count. If this is a concern to you, feel free to add broad match modifyer keywords to your AdGroups while keeping your broad match keywords active. Keep a close eye on your bids so that you can maintain your ROI goals while testing this out.