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AdWords New Matchtype Goes Global

Google announced yesterday that its new broad match modifier will be implemented globally across most languages. The global launch was approved after a successful open beta test in the U.K. and Canada that began in May 2010.

According to Google’s official blog [1]:

The broad match modifier is a new AdWords targeting feature that lets you create keywords which have greater reach than phrase match and more control than broad match. Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today.

To implement the modifier, just put a plus symbol (+) directly in front of one or more words** in a broad match keyword [2]. Each word preceded by a + has to appear in your potential customer’s search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren’t considered close variants.

For more on how this announcement could impact your PPC campaigns, check out Alex Campbell’s blog on the topic, entitled “AdWords +New +Matchtype [3].” In the post, Alex discusses how Google’s new matchtype may help PPC-ers improve their spending efforts, by “filling the gap between the oh-so-broad Broad match and the nitpicking Phrase match. A gap which anyone working in PPC will be excited to see filled.”

What are your thoughts on this new matchtype?  How will you be applying it to your AdWords campaigns?

About Camille Canon

Outside of summer jobs and not-for-profit internships, The Search Agency is my first official place of employment. I recently graduated from Mount Holyoke College, where I studied Art History and German. I am an avid cook, baker, and destroyer of diets. My specialties are cream cheese brownies, biscotti cookies and lemon bars. I am also an Art enthusiast. Living in Berlin enables me to follow a young, emerging Art scene complete with “eccentric” performance pieces and temporarily converted butcher shop galleries. I also enjoy running, traveling, and handy work. Camille Canon + [8]