Google’s Broad Match Modifiers
In the US last week, Google launched their new match-type the Broad Match Modifier (BMM). This is illustrated in the graphic below:
Essentially this means that by adding a “+” in front of any of the words in your search term, that word (or its extremely close alternatives) will become a required word of the search term. This is to say that, unless that particular word is in the search term, your Ad will not be displayed. BMM can be used with multiple keywords so, by adding it to all keywords in the search term, all the keywords will need to be within the search term for your ad to show – much like the Broad Match option from the early days.
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