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Broad match modifiers help control when your ad can appear for closely related keywords. Broad match modifiers can help your keywords achieve a higher clickthrough rate (CTR) with a more targeted audience, which in turn can help your site get more paying customers or other conversions. This article explains how to set up broad match modifiers.
Broad match modifiers only work when they’re used with broad match keywords. To increase clicks and conversion rates that can result from phrase or exact match keywords, try creating a separate ad group and adding the corresponding modified broad match keyword for each phrase or exact match keyword.
Exact keyword phrase Modified broad match equivalent
"buy blue suede shoes"
"purchase blue suede shoes"
"shop suede shoes"
+buy +blue +suede +shoes
+purchase +blue +suede +shoes
+shop +suede +shoes
"blue suede shoes"
"suede blue shoes"
"suede shoes blue"
+blue +suede +shoes"
Broad match modifier lets you create keywords that reach more people than phrase match and give you more control than broad match.
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