Google have launched a further sophistication to adwords targeting; Broad Match Modifier. By adding a “+” before keywords, you can ensure that your ad is only triggered by users whose search contains that keyword. Google will also trigger your ad for searches containing plurals, misspells / common alternative spellings, and abbreviations. It’ll avoid synonyms and related searches, offering greater accuracy in your ad exposure.

Broad Match Modified keywords fit snugly between Broad and Phrase searches, and should offer a combination of Broad search volume with Phrase search control and manageability. Google are pushing it at PPC users who normally focus on exact and phrase match keywords, as it offers greater possible exposure. The reverse is also true, with Google advising that PPC users who tend to concentrate on broad search results may see a preliminary reduction in click-through and conversion rates. Ideally, of course, the increased relevance of ads with the broad match modifier should help to bring these back up.

Google have, as usual, published some excellent supporting literature for this new feature. Two very  important practical points for those of you who want to implement the Broad match modifier:

• Don’t put a space between the “+” and the keyword.
• Do put a space between the keywords.