by brad
Google’s New Match Type Now Live – Modified Broad Match
8:34 am in Google AdWords, PPC Info, PPC Marketing Blog by brad
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).
| Keyword | Possible Matches | Notes |
| running +shoes | running shoes running shoe tennis shoes |
The word +shoes or it’s variant ‘shoe’ is in every query |
| +running +shoe | running shoes running shoe run shoe 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.
Hey Brad,
I remember you mentioning this at SES. I’m so glad it made it out of beta.
I’m curious: have you found the queries to be less crazy than broad match? Are they still doing session based retargeting with this match type or is that limited to “regular” broad match?
Hopefully, they’ll roll the beta out to the US as well. FYI – you can see query next to keyword and match type in ClickEquations.
Cheers,
-Alex
Alex,
The control over the queries is much better. But then it really depends on how you do matching. If you do +shoes then you can still show for anything with shoe or shoes in it. If you do something like +shoes +red +running then you might still see some odd queries like ‘how do i paint my running shoes red’.
I’ve seen a lot less session based matches – but there have been some. I think that session matches aren’t going away anytime soon due to the possible revenue.
Brad, Is this only live in the UK and Canada? It appears to be as we have only been able to add the modifiers to a Canadian account we are working on.
James,
I think there’s some confusion on this one.
You can go to any account and add +keyword. If the +plus is working then it’ll be the new modified broad match. If it’s not working, then it appears to be a typical keyword with a +sign in front of it and is being matched based upon a broad match word with a plus sign (not modified broad match).
Google needs to clarify in the interface a bit better which is being used: a keyword with a plus symbol or a match type. However, it would not surprise me if more accounts had access to this than what was announced.
I’ve lost track of how many times I needed a “wildcard” keyword match setting like this in the past. Too bad it’s only live in Canada and the UK. Looking forward to getting my hands on this!
This is the best thing to happen to adwords since the Search Query report. I love Google. Every time I think hey need something they eventually develop it.
i would hope that the new kw type bmm? not need to place a + in front of the kw?
Great info, Brad!
I recently made a FREE Excel download for making modified broad match versions of your keywords. Maybe your readers will find it useful.
http://www.chadsummerhill.com/google-adwords-modified-broad-match-builder-free-download/
Hi Brad,
I recently did some analysis on the performance of modified broad match keywords which you may find interesting.
http://www.calculatemarketing.com/blog/techniques/modified-broad-match-adwords-analysis/
Not only did modified broad match keywords generally exhibit higher CTRs (largely to to their increased relevancy and focus), but modified broad match keywords also tended to have lower CPCs.
Like everyone else, I welcome the new modified broad match and am confident of its use to improve campaign performance.
Cheers,
Alan
Interesting stats. Thanks for sharing.