From the Google AdWords Blog, Google has recently announced that they have officially rolled out the new broad match keyword modifier.. The broad match keyword modifier fits in somewhere between phrase match and broad match. The modifier allows you to more precisely target your prospective audience with broad match - while providing a greater potential audience than is possible with phrase match or exact match.
How the Broad Match Modiifer Works
In order to effectively use the broad match modifier, you can go ahead and put a + in front of the keywords you would like to participate in the modified broad match. Words that have the modifier must have that keyword in the search phrase as an exact match - or a close variant.
In the example below, these would be keywords that would be appropriate for another website of mine - Denver Website Maintenance:
Above are the appropriate uses for the broad match modiifer. The first keyword phrase will likely match for website and web site but will allow more broad matching for maintenance. So, a potential matches for the phrase would be web site updates or website changes. The last keyword phrase requires the strictest form of matching as each of the keywords contains the modifier.
How Does This Help Me Market My Denver Small Business?
If you are managing your own Adwords campaigns, the broad match modifier will help you to more accurately target your search campaigns to your audience. Google recommends using your broad match modifiers simultaneously with broad match - rather than using it to replace broad match. This would be an area to experiment with - depending on your ad campaigns, modified broad match keywords could certainly replace broad match in many instances.