I was lucky enough to be in the beta of modified broad match and have been using this match type for a couple months now to great success. Google lifted the veil of secrecy today about the new match type and let me know that I can now blog about it.
Broad match increases reach. Phrase match increases relevancy. The new modified broad match gives you the flexibility of broad match with the control of phrase match.
Broad match is useful because: “20% of the queries Google receives each day are ones we haven’t seen in at least 90 days, if at all?” – source.
While the fact that so many queries are unique often led people to using broad match – the returns often aren’t there. This new match type gives you some control over how a broad matched word can be matched.
To use this match type, go to your account and add a + (plus) symbol in front of one or more words in your keyword phrase. Then, the word/s with the +sign must either be in the query or a close variant must be in the query. A close variant is a misspelling (flor instead of floor), plural (flowers instead of flower), or stemmed version (running instead of run).
|running +shoes||running shoes
|The word +shoes or it’s variant ‘shoe’ is in every query|
|+running +shoe||running shoes
shoes for running
|Both +shoe and +running must be in the query or have a variant in the query|
|+extra +wide running +shoes||Extra wide running shoes
Extra wide exercise shoes
Extra wide walking shoes
|All the words are matched or closely matched except for ‘running’|
The use of the new modified broad match will help expand your possible matches while still keeping those same matches under control. Broad match and negative keywords do work well together, and this new match type will open up some new possibilities for broad and negative match combinations. Just remember that these new matches will still not convert higher than your exact match keywords.
If you wish to try this out, I’d suggest picking a few select ad groups where you are having problems gaining the exposure you desire, and then following these steps:
- Create a new ad group using those same keywords with the new plus modifiers
- If the old ad group has all broad match, then set a higher CPC for these new match types
- If the old ad group has all exact and phrase match, then set a lower CPC for these new match types
- Let the ad group run and collect some data
- Run the search query report examining these two ad groups and their variations
- Set appropriate bids based upon conversions
The reason to create a new ad group in this example is that you can only see search query data at the ad group level. While you can see the match type; you cannot see the keyword and match type combination that triggered a query. Over time, you might get rid of one of these ad groups and combine the keywords back into a single ad group. However, this is a new match type and there are bound to be some odd combinations that you will be shown for.
When trying out a brand new function with AdWords, it can be useful to look at the new features in isolation from other variables.
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Knowing about modified broad match is just the beginning. The way you structure your match types is crucial in ensuring you are controlling budgets and that Google is showing the correct keyword for any query.
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