Definition: Broad Match Modifier

Broad Match Modifier was a keyword match type that was retired by Google on 18th February 2021. Phrase Match was expanded at that point to cover more searches.

This is how Broad Match Modifier worked:

When targeting keywords in Google Ads for paid search, broad match modified meant inputting keywords with a plus sign in from of them (eg free +soap).

By doing this the same rules applied as for broad match keywords with the addition of the following for the word with the + sign in front:

  • misspellings
  • abbreviations
  • synonyms
  • singular or plural versions

For example the keyword:

free +soap

Could target the searches including:

  • free soaps
  • free saop
  • free handwash
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