Modified Broad Match: What It Is and Why You Need to Know

Modified Broad Match
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If you use Google Ads, you may have heard about a new term called Modified Broad Match. It’s important to understand what this means and how it will affect your campaign so that you can plan accordingly. 

Broad Match is the default setting for any campaign in Google Ads with keywords. When you run a campaign, every keyword associated with it will show up as a potential match for every search query typed into google. Even if those queries are not closely related to the words you included in your ad group. quality score BMM keywords or negative keywords

Modified Broad Match also takes away some of the guesswork by removing some of these irrelevant terms from your possible matches. This way, only relevant queries that are close to the words or phrases in your ad group are going to match. broad match types and keyword match types

Modified Broad Match


What is Modified Broad Match?

Modified Broad Match
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The idea behind Modified Broad Match is that Google has gathered lots of data on the users who have searched for a word you have used in your ad group. They also have an idea of what’s relevant to those people. paid search for phrase or exact match

For example, if you’ve used “supermodel” in your ad group, you won’t show up as a match for “models”. However, if you use “supermodel” in your broad match group, you will. sign in front of google ads account 

To make things a little simpler, let’s say you are running a campaign for a popular product you sell online. You want to show a banner ad to people who are searching for the keyword “model” for example. But you want to show an ad to people who are searching for a “supermodel. close variants search terms report


Why you should know about it

Modified Broad Match
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That’s what interests you. What does it mean? It means that you won’t match searches that don’t contain closely related words to those in your keyword group. word order of phrase match keyword

For example, let’s say you have a phrase like “LDS Jazz Appreciation – Huntsville, AL”. This would show up as a possible match for searches like “Jewelry Huntsville,” “Jewelry Huntsville,” and “Huntsville Jewelry.” 

Any or all of these would show up in your Modified Broad Match results when you search for “Jewelry Huntsville”. Even if they don’t relate at all to the phrase you’re trying to target. Then why you should care about it? the conversion rate for smart bidding

Google adjusts its algorithm from time to time to try and take the guesswork out of running ads.


How does Modified Broad Match work?

Modified Broad Match
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Most Search Engines scan the text of every single search query which is put into their system. As a result, a lot of the queries you enter will be a part of potential matches for your ads. This results in results that are a little different than the ones you were expecting. trigger your ad using paid media

This is where Modified Broad Match comes in handy. It removes any potential “close” matches for keywords that are not relevant to the keywords you had in your ad group. For example, if you were to use a large set of terms for your ad group, and you were having a hard time narrowing down the queries that were relevant to each term. Modified Broad Match will help you out. broad match modifier keywords

How does Google get their data about the content of queries? Google runs a special algorithm to work out what is relevant to what people search for.


When to use Broad Match instead of Modified Broad Match

negative keywords
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If you decide to make Modified Broad Match your default setting, it is important to realize that some of these trends may continue even if you do this. However, to mitigate this risk, you will need to monitor your results closely and look out for any negative outcomes that could impact your campaign. 

This also means that if you do see negative numbers in your campaign, you should look to turn on Modified Broad Match immediately. This is great for certain ad groups as well. The largest case in point is going to be used by SMB owners that have an ad group with both generic words and their business. 

Modified Broad Match will allow you to remove the problem words that do not match your business name or keywords from those searches without negatively impacting your brand’s name.


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