Definition of Broad Match Modifier

Broad Match Modifier is a keyword match type in Google Ads that allows you to target a broader range of search queries while maintaining more control than with broad match keywords. By adding a plus sign (+) before specific words within a broad match keyword, you indicate that those words must be present in the search query for your ad to show. This helps improve the relevance of the traffic your ads receive, while still providing a wider reach compared to phrase or exact match types.


The phonetics of the keyword “Broad Match Modifier” can be transcribed using the International Phonetic Alphabet (IPA) as:/brəʊd mæʧ ˈmɒdɪfaɪər/Here’s a breakdown of each word:- Broad: /brəʊd/- Match: /mæʧ/- Modifier: /ˈmɒdɪfaɪər/

Key Takeaways

  1. Broad Match Modifier helps improve the relevancy of your ads by allowing you to add a “+” sign in front of keywords, ensuring that those specific terms or close variants must be included in the user’s search query for your ad to appear.
  2. Using Broad Match Modifier can lead to increased control over your ad targeting, resulting in a more cost-effective campaign with better-qualified traffic and higher conversion rates.
  3. It is important to monitor and optimize your keywords with Broad Match Modifier regularly to prevent irrelevant searches and to make sure your campaign maintains strong performance.

Importance of Broad Match Modifier

Broad Match Modifier (BMM) is an essential digital marketing term due to its impact on pay-per-click (PPC) advertising campaigns on platforms like Google Ads.

By strategically using BMM within keywords, advertisers can reach a wider audience while maintaining control over the relevance of search queries.

By appending the plus sign (+) before a keyword, the BMM ensures that search queries must contain these specified words (or close variations) to trigger ads.

Consequently, it strikes a balance between the extensive reach of broad match keywords and the precision of phrase or exact match types.

This enables advertisers to optimize their ad exposure to the right target audience, resulting in better click-through rates, lower costs, and improved return on investment for their PPC campaigns.


The primary purpose of Broad Match Modifier (BMM) is to give advertisers enhanced control over their keyword matching process in pay-per-click (PPC) advertising campaigns without limiting their reach. This targeting strategy is vital for businesses aiming to improve their ad relevancy and increase the likelihood of their ads being displayed to users with search queries closely related to their specified keywords.

By effectively utilizing BMM, advertisers can optimize their ad spend, drive higher conversion rates, and achieve a better return on investment by reducing irrelevant impressions and clicks, which often translate to wasted budget. To apply Broad Match Modifier, advertisers include a plus sign (+) in front of specific words within a broad match keyword, ensuring that these modified terms must be present in a user’s search query for the ad to be displayed.

This approach grants advertisers the flexibility to reach a broader audience who are likely to be more interested in their products or services while still maintaining a degree of control and precision in their ad targeting. For example, if an advertiser utilizes the phrase “+women’s +shoes” with BMM, their ad will show up in search queries such as “women’s running shoes” or “red women’s shoes,” but not for “men’s shoes” or “shoes for kids,” which helps deliver the ad content to a more relevant audience.

Examples of Broad Match Modifier

Broad Match Modifier is a keyword matching option in Google Ads that allows advertisers to have greater control over which search queries trigger their ads. By adding a “+” symbol in front of certain words within the broad match keyword, the ads will only show when searches contain those specific words in any order. Here are three real-world examples of Broad Match Modifier:

Online Shoe Store: An online shoe store wants to target customers searching for running shoes. The store uses the broad match modifier keyword “+running +shoes” in its ad campaign. As a result, their ads will appear for searches like “buy running shoes online,” “best shoes for running,” or “running shoes on sale,” ensuring that the search queries are specifically related to running shoes.

Fitness Training Services: A fitness training company wants to target people looking for personalized workout plans. They use the broad match modifier keyword “+personalized +workout +plan” in their ad campaign. This way, their ads will be displayed for search queries like “find personalized workout plan,” “personalized workout plan for weight loss,” or “create a personalized workout plan,” making sure the ads are reaching the right audience.

Language Learning App: A language learning app wants to reach potential customers interested in learning Spanish. They use the broad match modifier keyword “+learn +Spanish” in their campaign. As a result, their ads will be triggered by searches like “best app to learn Spanish”, “learn Spanish online”, or “how to learn Spanish quickly,” ensuring a relevant audience for their product.

FAQ – Broad Match Modifier

What is a Broad Match Modifier?

A Broad Match Modifier, also known as a BMM, is a Google Ads targeting option that allows advertisers to gain more control over when their ads are displayed. By adding a plus sign (+) before specific keywords in a broad match campaign, ads will only be shown when those modified keywords are included in a user’s search query in any order. This helps improve the relevance of the ads and reduces irrelevant clicks.

How do I use Broad Match Modifiers?

To use Broad Match Modifiers in your Google Ads campaign, simply add a plus sign (+) directly before the keywords you want to modify, with no spaces between the plus sign and the keyword. For example, if you want to modify the keyword “running shoes,” you would enter “+running +shoes” in your keyword list. This will ensure your ads are only shown when both “running” and “shoes” are included in the user’s search query.

What are the benefits of using Broad Match Modifiers?

Using Broad Match Modifiers can provide several benefits to your Google Ads campaign, including:

  • Better targeting: By ensuring your ads are only displayed when certain keywords are included in a search query, you’re more likely to reach customers who are interested in your products or services.
  • Improved ad relevance: BMM helps improve the relevance of your ads to the users’ search queries, which can lead to higher click-through rates and better ad performance.
  • Lower costs: By reducing the chances of your ads being shown for irrelevant searches, you can save money on clicks that don’t lead to conversions.

Can I use Broad Match Modifiers with other match types?

Yes, you can combine Broad Match Modifiers with other match types like Exact Match, Phrase Match, or Broad Match. This allows you to create a more comprehensive keyword targeting strategy and further refine when your ads are displayed. However, it’s essential to understand how each match type works and monitor the performance of each keyword to optimize your campaign effectively.

How do I track the performance of Broad Match Modifier keywords?

To track the performance of Broad Match Modifier keywords in your Google Ads account, you can use the Keywords tab to view key metrics such as clicks, impressions, click-through rate (CTR), and cost per click (CPC). You can also use the Search terms report to see the actual search queries that triggered your ads and identify opportunities to adjust your keyword targeting, add negative keywords, or refine your ads and landing pages for better performance.

Related Digital Marketing Terms

  • Keyword Matching Options
  • AdWords Campaign
  • Search Query Targeting
  • Cost-per-Click (CPC)
  • Precise Match Targeting

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