Broad match modifiers let you targets search term queries that include your keyword/s. This will help increase the keyword relevancy and relevant traffic or visitors to your website, improve your CTR & conversions rates and cut out wasted budget.


Broad match modifiers will help your ad appear for very closely related search term queries.
To set up a broad match modifier, you need to add a ‘+’ in front of a keyword. So ‘london wedding photographer’ will be set up as ‘+london +wedding +photographer’.

Important: there should be no space between the + and each of the word/s.

You cannot mix a phrase match and exact match with broad match modifier.

You cannot set up like:

[london] +wedding +photographer

“London” +wedding +photographer


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Video Transcript

Hello, in this video I’m going to show you what Broad Match Modifiers are. Hello, my name is Uzair and thanks for joining in. In this video, I’m going to show you what Broad Match Modifier keywords are. Broad Match Modifiers are another type of keyword which is a bit more targeted than the Broad Match keyword. So it helps us improve click-through rate because it’s not as broad as the Broad Match Keyword, hence the word modifier. Now some people say Modified Broad Match. Some call it Broad Match Modified or Broad Match Modifier.

All three of them are the same, so you don’t need to worry about the different names which they are called. I tend to call it the Broad Match Modified, so if I refer to it this way then you know it’s the same one. Okay, so to set up a Broad Match Modifier, all you need to do is let’s say our keyword is wedding photographer London. You had a plus sign in front of each word, no spaces, just the space between the last alphabet of the last word and then the plus. So there is no space between the plus and the photographer or that is an incorrect way of setting it up. So you’d need to have no spaces between the plus and the first alphabet. So I’ve got my keyword as wedding photographer London. So what I’m telling Google that please show my Ad, as long as these three words are on someone’s search term query, no matter in which order they are they just need to be part of that key phrase. So when somebody puts in London wedding photographer, my Ad can potentially trigger. Someone putting wedding photographer in London, book a wedding photographer in London, cheap wedding photographer in London or reportage London wedding photographer or any variation of the search term query, as long as these three words are on that key phrase, my Ad can potentially trigger.

So the benefits of Broad Match Modifiers are, it helps you increase your CTR which obviously will help in increasing your quality score, reducing your CPC and obviously increasing your Ad rank. I personally use Broad Match Modifier a lot,

I tend not to use the broad match only because it’s too broad.

You get lots of untargeted traffic, but with the Broad Match Modifiers, you get targeted and relevant traffic or visitors,

and you don’t waste a lot of budget. So less wastage of your budget because you are not showing your Ads to someone who is not interested in your product or service. I would always say to test whether the Broad Match Modifier is giving you the best results, phrase match or the exact match. So it’s always best to run all three types of match types and see which ones are giving you the best results. But what this type of match type gives me, is to find out other relevant phrases, which I may not have considered because now with a voice search everybody talks into their smartphones or the computers or whichever device they are using, and we tend to say long phrases rather than just one or two words. So for example, how do I find a wedding photographer in London. So that’s quite a long phrase, so you don’t want to be putting in such a long keyword in your campaigns. So even if you just put in the three relevant or your seed keyword is going to trigger your Ad. So that’s it for this video, I hope you enjoyed it. Please don’t forget to subscribe and hit the bell button to be the first one to be notified when I upload other similar videos. I look forward to seeing you in the next one, bye for now.





About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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