Broad match modifier

Keyword matching options are parameters that you set for your keywords so that your ads appear on searches according to your needs. These settings determine which search queries trigger your ad. We distinguish between 4 types: broad match, exact match, phrase match, and broad match modifier.

This type of match is similar to a broad match, but is more exact. If you choose the broad match modifier, your ads will appear only on those search queries that include keywords marked with a plus sign or their variations. You will mark words that, when they are in the search query, the user is most likely looking for your product. The broad match modifier gives you more control than standard broad match.

This type of match ensures that your ads show only if the user’s search term includes words you’ve marked with a plus sign. Related variations of the broad match modifier include, for example, misspellings, singular and plural numbers, abbreviations, derivations, synonyms and paraphrases, and keywords with the same meaning.

Google cites keywords + men’s + shoes as an example of using the broad match modifier. The following ads will appear on these searches: sale of men’s shoes, men’s shoes, men’s socks and shoes.