- Image via CrunchBase
Modified Broad Match sits between Broad Match and Phrase Match in terms of targeting. It ideal where broad match is too expensive and phrase match too restrictive.
- Broad match
- +modified +broad +match
- “phrase match”
- [exact match]
If you haven’t already done so, you should strongly consider making extensive use of modified broad match in your PPC campaigns. Here’s an example.
One of our clients is a car finance company. One of the terms they broad match on is ‘car loans’. However their ad was being triggered for searches like ‘lend car to friend’.
How to implement a modifier in Google’s words:
“just put a plus symbol (+) directly in front of one or more words in a broad match keyword. Each word preceded by a plus symbol has to appear in your potential customer’s search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren’t considered close variants.”
In the client example above, we could modify just the word “loans,” like this: “car +loans.” With this, loans would not get matched to ‘lend’.
We’ve had some good results so far so give it a try!
Need help with Google AdWords? Call Steer – AdWords Agency, Auckland
Related articles by Zemanta
- What’s New With AdWords? (searchenginejournal.com)
- New Keyword Matching Options (tengoldenrulesblog.blogspot.com)
- AdWords +New +Matchtype (thesearchagents.com)
{ 1 comment… read it below or add one }
I’ve also had great results from modified broad match:
http://www.calculatemarketing.com/blog/techniques/modified-broad-match-adwords-analysis/
Not only were CTRs higher for modified broad match keywords compared to non-modified broad match keywords, but CPCs were also much lower.
Would love to hear your thoughts.
Alan