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