So what is 'Modified Broad Match'?

Modified broad match is an AdWords, pay per click, targeting feature that lets you create keywords which have greater reach than phrase match, and more control than broad match.

To use this match type put a +(plus) sign in front of the words in your keyword to ensure they feature in the search. For example

So why should I use it?

1. More traffic than 'Phrase Match'

If you are using phrase match you could be missing variants or in between words. Modified broad match ensures that the prospects 'intention' is right but it gives you the flexibility to pick up all of the possible variants that phrase match doesn't.

2. More control than 'Broad Match'

Broad Match is great when combined with negatives and search query reports. It ensures that you never miss a new phrase or search. However it can be difficult to control and can sometimes lose relevancy. Modified broad match helps you retain relevancy whilst picking up new oppotunites.

3. Higher Click Through Rate (CTR)

If you move you broad matches to modified broad match your relevancy will increase as you no longer show for queries that don't match your product or service. Increased relevancy will naturally improve your CTR.

4. Lower Cost Per Click (CPC)

If you are competing for phrases on a broad match you are more likely to be bidding into a larger competitive field. Modified broad match will limit the number of competing advertisers for specific phrases which will reduce your bid and CPC.

5. More bang for your bucks

So whats the point of all this? It all helps increase your ROI.

Modified broad match improves relevancy, which in turn will improve conversions. Conversions lead to sales and sales increase your ROI.

In summary, if used correctly modified broad match can increase your traffic whilst maintaining relevancy, that has to be a good thing!

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