Broad Match Modifier Was Rolled Out

Back in May, Google introduced AdWords Broad Match Modifier by launching the beta version in Canada and UK.  The broad match modifier is a targeting feature that lets advertisers create keyword phrases in their AdWords accounts which have greater reach than phrase match and more control than broad match.  Google has now rolled out the broad match modifier globally.

The earlier test I did, in some of the niche accounts, the new match type has proven successful.  The challenge I had earlier with these niche B2B accounts was that with the phrase or exact match types I was not getting enough traffic and with the broad match, I was getting a lot of not-so-relevant impressions and clicks.  So, on a daily basis I had to add negative keywords to my Google AdWords Ad Groups and Campaigns.

With the new modified broad match, I was able to create a balance between getting enough traffic and keeping the need to add so many negative keywords to minimum and improve the overall ROI.

Depending on the type of campaign, this new AdWords matching type might or might not become handy. Nevertheless, it is definitely worth trying.

Filed Under: PPC AdvertisingSearch Engine MarketingSEM


About the Author

Nima Asrar Haghighi is an Internet Marketing consultant with expertise in SEM (PPC Advertising), Organic SEO, RSS, Social Media and Web Analytics (Google Analytics IQ Certified). Nima holds an MBA in marketing, B.Eng. in Electrical Engineering, Project Management Certification, and CIW (Certified Internet Webmaster) in E-commerce. You can reach Nima at +Google Plus or LinkedIn.

Comments (1)

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  1. Hi Nima, good to hear you found modified broad match to be useful in improving ROI without restricting volume.

    I recently did some analysis on mondifed broad match…

    …and found that not only did modified broad match keywords have higher CTR, but CPCs were generally lower too for modified broad match keywords.

    Definitely something every advertiser should be implementing.


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