Broad Match Modifier

The broad match modifier (BMM) is a powerful tool in Google Ads that allows advertisers to reach a wider audience while still having some control over which searches trigger their ads. Unlike standard broad match keywords, which can trigger ads for a wide variety of search terms, BMM lets you specify that certain words must be included in a user’s search query for your ad to appear. This increases the relevance of your ads while still allowing for a broad reach. 

In essence, the broad match modifier works as a balance between the expansive reach of broad match keywords and the precision of more targeted match types like phrase or exact match.

How Broad Match Modifier Works

The broad match modifier works by requiring that certain keywords or their close variants (such as misspellings or plural forms) appear in the search query for your ad to be triggered. To use the broad match modifier in Google Ads, you add a plus sign (+) directly in front of the keyword or keywords that must be included in the search query. Example: 

• If you set the keyword as +red +shoes, your ad may show for searches like “buy red shoes” or “cheap red running shoes,” but not for queries like “blue shoes” or “red boots.”

This keyword formatting allows you to reach users who are searching for terms closely related to your products or services while filtering out unrelated searches. As a result, BMM helps capture more potential customers without sacrificing ad relevance, leading to higher click-through rates (CTR) and better overall campaign performance.

Benefits of Using Broad Match Modifier

Betting on the use of the broad match modifier in Google Ads offers several advantages for advertisers: 

Increased Control Over Keyword Targeting 

The broad match modified gives you more control over which search queries trigger your ads compared to standard broad match keywords. By specifying certain keywords that must appear in the search query, you ensure your ads are only shown to users whose searches are directly relevant to your offerings. This targeted approach reduces the likelihood of your ads being shown for unrelated or irrelevant searches, thereby improving ad relevance.

Balancing Reach and Relevance

One of the key advantages of BMM is its ability to balance the broad reach of standard broad match with the precision of exact and phrase matches. This balance means you can still capture a wide audience, but with the added assurance that your ads are being shown in the right context. This strategic approach helps you avoid wasting ad spend on irrelevant clicks, ensuring your marketing efforts are more focused and effective.

Influence on Click-Through Rate, Conversion Rate and ROI

By increasing your ads' relevance through BMM, you are more likely to attract users who are genuinely interested in what you offer. This relevance tends to lead to higher CTR because users are more likely to engage with ads that closely match their search intent. Furthermore, the improved targeting can result in higher conversion rates and a bigger return on investment (ROI), as the users clicking on your ads are more likely to be in the market for your product or service.

Comparison with Other Match Types

Exact Match vs. Broad Match Modifier

Exact match keywords trigger ads only when a user’s search query matches the keyword exactly or is a close variant, offering the highest level of precision. BMM, on the other hand, allows for some flexibility, showing ads for queries that include the modified keywords but also related terms, providing a broader reach.

Exact match is ideal for targeting highly specific queries with minimal variation, ensuring maximum relevance. BMM is better suited for when you need to reach a broader audience while still keeping the search intent closely aligned with your offerings.

Modified Broad Match vs. Phrase Match

Phrase match triggers ads for searches that include the exact phrase or close variants of it, even if additional words are added before or after. BMM offers more flexibility by matching queries that include the modified terms in any order, along with additional keywords.

Phrase match is useful when the order of the keywords is important and you want to capture searches that closely align with the keyword phrase. BMM is preferable when the order is less critical, and you want to capture a broader range of relevant searches without sacrificing control.

Best Practices for Broad Match Modifier

If you want to master the use of broad modified match, check out these expert tips:

Selecting the Right Keywords

Focus on choosing keywords that are core to your business or campaign objectives. The keywords you modify should be highly relevant to your target audience and that you want to ensure appear in search queries. Avoid using too many broad match modifiers on non-essential keywords, as this can overly restrict your reach.

Maximizing Campaign Performance

Combine BMM with other match types to create a comprehensive keyword strategy. Use BMM keywords to cast a wide net while maintaining control, and complement them with phrase and exact match keywords for more targeted queries. Regularly monitor and analyze the performance of BMM keywords to make data-driven adjustments that enhance ROI.

Leverage BMM in conjunction with negative keywords to further refine your targeting. This approach helps exclude irrelevant traffic, showing your ads only to users who are more likely to convert.

Common Mistakes to Avoid

Avoid over-relying on BMM to the exclusion of other match types. While BMM provides flexibility, it should be part of a balanced keyword strategy that includes phrase and exact matches for different stages of the buyer’s journey.

Ensure your BMM keywords are relevant to your ads and landing pages. Misalignment can lead to low-quality scores, higher costs, and poor ad performance. Regularly update and optimize your BMM keywords based on performance data. Do so to avoid missing opportunities and ineffective ad spend.

Update: Broad Match Modifier is No Longer Available

As of February 2021, Google Ads phased out the Broad Match Modifier (BMM). The functionality of BMM has been incorporated into phrase match, which now includes the behavior of BMM. This change means that advertisers no longer have the option to create new BMM keywords, but existing BMM keywords continue to function with the updated phrase match behavior.

Google made this change to simplify match types and improve ad targeting efficiency. The new phrase match provides the same broad reach as BMM but with improved precision, helping advertisers connect with users more effectively. Let’s take a look at the example provided by Google:

The phrase match keyword “moving services NYC to Boston” will still match searches like “affordable moving services NYC to Boston.” It will also include searches that previously only matched with BMM, such as “NYC corporate moving services to Boston.” With the updated phrase match, the order of words still influences how the keyword matches, so ads won’t appear for searches that change the intended meaning, like “moving from Boston to New York City.”