Broad Match Modifier in Digital Marketing: A Powerful Keyword Match Type (Updated for 2024)

What is Broad Match Modifier?

Broad match modifier (BMM) was a keyword match type in Google Ads that offered a middle ground between broad match and phrase match. While Google Ads has phased out BMM in favor of phrase match, understanding its function is still relevant for those managing older campaigns or learning about the evolution of keyword matching.

Essentially, BMM allowed you to reach a wider audience than phrase match while still maintaining more control than broad match. It ensured that your ads only showed when the search query included the words designated with a “+” (plus sign).

How Does Broad Match Modifier Work?

Let’s say your BMM keyword was “+red +shoes.” Your ad could show for searches like:

• red shoes for women
• buy red shoes online
• discount red shoes
• where to find red shoes

But your ad would not show for searches like:

• blue shoes
• red boots
• shoes for sale

Why Use Broad Match Modifier?

BMM offered several benefits:

• Increased Reach: Reach a wider audience than phrase or exact match.
• More Control: More control over which searches trigger your ads compared to broad match.
• Flexibility: Allows for variations and close variants in search queries.
• Discovering New Keywords: Help you discover new relevant keywords you might not have considered.

When to Use Broad Match Modifier (in older campaigns):

BMM was a good choice when:

• You want to reach a wider audience but still maintain some control over search terms.
• You’re targeting keywords with many possible variations or synonyms.
• You’re conducting keyword research and want to discover new search terms.

How to Add Broad Match Modifier to Keywords (for older campaigns):

To use BMM, simply add a plus sign (+) in front of each word in your keyword phrase:

• Example: +digital +marketing +agency

What are the Pros and Cons of Broad Match Modifier?

Pros:

• Wider reach
• More control than broad match
• Flexibility

Cons:

• Can still trigger irrelevant searches
• Requires careful monitoring of search terms

Is Broad Match Modifier Still Effective?

No, broad match modifier is no longer a supported match type in Google Ads. As of 2021, phrase match has absorbed the functionality of BMM.

Broad Match Modifier vs. Phrase Match:

Phrase match now offers similar flexibility to BMM, allowing for variations and close variants in search queries while still requiring the keywords to be present in the search query.

Broad Match Modifier Examples:

While you can’t use BMM anymore, here are some examples of how it used to work:

• Keyword: +running +shoes
  • Matches: best running shoes, red running shoes for men
  • Doesn’t match: shoes for running, best sneakers

Conclusion:

Although BMM has been phased out, understanding its function provides valuable context for how keyword matching has evolved in Google Ads. If you’re managing older campaigns, be aware of how BMM keywords will behave. For new campaigns, focus on utilizing phrase match and exact match to achieve your desired level of keyword targeting and control.