| Google recently announced that they are
testing a new type of keyword match modifier for AdWords. The new broad match modifier is
designed to let advertisers further target their broad match queries- still generating
more search volume but with more control over the individual words in a phrase. The
ability to do this really helps bridge a gap between the existing broad match and phrase
match. So how does this new modifier works?
It gives you the option to add a plus symbol (+) directly
in front of one or more words in a broad match keyword. If you place a (+) in front a
word, that particular word must show in the results exactly or as a very close variant
(meaning a plural of the word, or an abbreviation-not a related word).
Here is a nice graphic Google provided in their
announcement of the basic structure of how keyword modifiers break down in AdWords.
Google notes that in initial tests, those who utilized the
new match type experienced increased campaign clicks and conversions. By giving
advertisers a new option in between broad and phrase match, the opportunity now exists to
keep your search phrases more closely targeted, without sacrificing the increased traffic
that could come from related terms for one of the words in your phrase.
If you have some experience in AdWords, I'm sure you've
experienced the challenge of deciding how broad to go. When utilized, it could also prove
useful for decreasing the need for long lists of negative keywords that apply to the
modified word.
Right now this feature is only being tested in Canada and
the UK. Google hopes to get feedback from this open beta and then decide where to take the
feature from there. It will be interesting to see how it unfolds. I hope we get to
experience it in the U.S. soon! Any thoughts on how this could help your AdWords campaign?
Please share! |
