What Is Broad Match Modifier in Keyword Match Types in Search Ads?

When it comes to search engine marketing, especially in Google Ads, understanding keyword match types is essential for running successful campaigns. Keywords determine when and where your ads appear, making it crucial to choose the right match type. One key match type is the Broad Match Modifier (BMM), which offers a unique approach to targeting potential customers.

In this blog, we’ll explore what Broad Match Modifier is, how it works, and why partnering with a digital marketing services company can enhance your search ads campaigns.

What is Broad Match Modifier (BMM)?

Broad Match Modifier (BMM) was a keyword match type in Google Ads that allowed advertisers to target a wider audience by including one or more words in a keyword phrase. It gave advertisers more control than Broad Match, ensuring ads showed only for searches containing specific words, in any order, while still allowing for a broad range of related terms.

A Broad Match Modifier was indicated by a plus sign (+) in front of a word. For example, if you targeted the keyword “+digital +marketing,” your ad would appear for searches that included both “digital” and “marketing,” regardless of the order, along with close variations of these words like “online digital marketing” or “digital media marketing.”

How Does Broad Match Modifier Work?

In Paid Media Advertising, Broad Match Modifier served as a middle ground between the restrictive Exact Match and the expansive Broad Match. With BMM, the keywords you targeted had to contain all the words marked with a plus sign. This offered flexibility over Exact Match but more control over targeting than Broad Match.

For example:

• +digital +marketing – This would target searches like:
• “best digital marketing strategies”
• “digital marketing services”
• “affordable digital marketing experts”
• +solar +panels – This could target:
• “solar panel installation”
• “affordable solar panels”
• “buy solar panels for home”

However, it would not trigger ads for searches like “cheap online marketing” or “marketing services” because they didn't contain both words “digital” and “marketing” as required.

The Benefits of Broad Match Modifier

1. Increased Reach with Control: Broad Match Modifier allowed advertisers to reach a larger audience while maintaining control over the relevancy of their ads. By targeting multiple variations of a search query, businesses could still ensure that their ads appeared for relevant searches.
2. Better Targeting than Broad Match: Broad Match can trigger ads for searches that may not be closely related to your product or service. With Broad Match Modifier, you could better control your ad targeting, ensuring ads were shown to a more relevant audience.
3. Higher Quality Traffic: By using Broad Match Modifier, you could attract more relevant traffic than with Broad Match alone. This typically led to higher conversion rates, as the search terms were more aligned with your goals.
4. Flexibility in Ad Campaigns: BMM allowed businesses to target a range of keyword variations, including plural forms and synonyms, while ensuring core terms were included in the search query. This flexibility helped businesses reach the right customers without being too restrictive.

Changes to Broad Match Modifier in Google Ads

In 2021, Google updated how Broad Match Modifier works. The functionality was merged into the Broad Match keyword type, simplifying the system. Now, Broad Match automatically includes close variations of your keywords, eliminating the need for a plus sign (+).

This change allows advertisers to reach a broader audience with Paid Media Advertising using just the Broad Match keyword. However, it’s still important to monitor campaigns closely and refine targeting as needed.

How Broad Match Modifier Compares to Other Match Types

Now that Broad Match Modifier has been integrated into Broad Match, let’s compare it to other keyword match types in Paid Media Advertising:

1. Exact Match: Ads show only when the search term exactly matches your keyword or a close variation. For example, if you target the keyword “digital marketing,” your ad will appear only for searches like “digital marketing” or “digital marketing agency.”
• Pros: Very targeted; ensures high relevancy.
• Cons: Limited reach; fewer impressions.
2. Phrase Match: Ads show when the search term contains your keyword phrase, with additional words before or after it. For example, targeting “digital marketing” could show ads for searches like “affordable digital marketing services.”
• Pros: Allows for more variation than Exact Match while maintaining control over relevancy.
• Cons: Not as broad as Broad Match, limiting reach.
3. Broad Match: Ads show for searches containing any word in the keyword phrase, in any order. For example, targeting “digital marketing services” could show ads for searches like “online advertising” or “social media marketing.”
• Pros: Extremely broad reach.
• Cons: Lack of control; can trigger irrelevant searches.

Why You Should Work with a Digital Marketing Services Company

While Broad Match Modifier is no longer a separate match type, understanding how it fits within Paid Media Advertising is crucial for optimizing your campaigns. Partnering with a digital marketing services company can help you achieve the best results. Here’s why:

1. Expert Strategy Development: A digital marketing professional can craft a keyword strategy that aligns with your business goals, ensuring you use the right match types for your ads.
2. Efficient Budget Management: Managing your budget effectively is key to getting the most out of your Paid Media Advertising campaigns. Experts can help ensure that your money is spent wisely, driving maximum ROI.
3. Ongoing Optimization: Search campaigns require constant optimization. A skilled digital marketing services company can monitor performance, adjust targeting, and refine your strategy to keep your campaigns on track.

Conclusion

Broad Match Modifier played a significant role in Paid MediaAdvertising, helping businesses find a balance between reach and relevancy. With Google’s recent changes, Broad Match now automatically incorporates the BMM functionality. However, it’s important to continue optimizing campaigns to ensure maximum effectiveness.

By working with a digital marketing services company, you can develop and manage keyword strategies that drive higher engagement, conversions, and overall campaign success.