Be forewarned – different PPC platforms may use different designators for broad match, phrase match and exact match. So be careful. Check with the platform you are using to make sure that you do not make a big mistake that will cost you money.
The symbol for modified broad match – the ‘+’ (without quotes) is what is currently used on the adwords platform.
What is the difference between broad match and modified broad match?
Broad keywords simply appear “naked” like this: keyword1 keyword2
There are no other characters associated with them.
Modified broad match terms appear like this: +keyword1 +keyword2
Note: The plus is right up against the keyword with no spaces!
Broad match will trigger far more clicks. The downside is that some of them will be on things you do not want.
Your broad match keyword: red widgets can trigger clicks for blue widgets, giant industrial widgets and all kinds of other widgets.
Many of those things you may not actually be selling or providing as a service.
Negative keywords can be quite helpful at this point.
Theoretically, modified broadmatch keywords should be restricted to a more narrow range of keyword exposure.
So, keywords +red +widgets would require that the keyword or keyword phrase triggered should contain the individual word ‘red’ and the individual word ‘widgets’.
Occasionally, you might get a variation but it is not nearly as broad as the unmodified broad match keywords will provide.
Let me know if that was helpful or needs some clarification.
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Note: this information is provided in general form and is subject to change without notice. You assume all risks for your actions as well as understanding the platforms that you advertise on and how they work.