Changing broad keywords to broad match modifiers
Broad match modifier may be the right match type for customers who are seeing poor ROI from their broad match keywords. It's also a good option for those who are mainly using phrase and exact match and are not receiving enough traffic, but are wary of using broad match.
Getting ready
As a first step, I recommend running a search term report to see what actual queries your ads are appearing on. In your Keywords tab, go to Details and select All from the SEARCH TERMS drop-down menu. If the report shows a large percentage of irrelevant queries that are triggering your ads, broad match modifier may me the right keyword option for you.
How to do it…
To enter keywords in broad match modifier:
Add
+before each word within your keyword string.Make sure you do not enter in any extra spaces after the
+sign; however, do add a space after each word within a keyword phrase.
The following are examples of correctly broad match modified keywords:
+buy +halloween...
