Google launches today a for keywords in AdWords. Until today, there was phrase agreement, exact, broad and negative. Well then, as of today there is the possibility of establishing the modified broad match.
The modified broad match is a type of match with more scope than the phrasebut with more control than the wide. The idea is simple; reach those searches that were lost with exact and phrase matches, but without entering the anarchy of broad matches, which can make us pay for clicks that do not interest us at all.
The syntax of the modified broad match too easy. Simply add the symbol + pasted in front of the word or words that interest us to be included within a broad match search. This word includes the typical variant plurals, typographical errors, and abbreviations. In other words, the word “caballo” includes “cavallo”, “caballos”, etc.
In the following graph we can see a comparative example of the modified broad match. As we can see, the new AdWords match is more restrictive than the broad one, although the level of restriction will depend on the words that are entered; that is “sneakers +tennis” could include the search “tennis shirts” but “+sneakers +tennis“I wouldn’t include it.
Modified broad match beta-testers who have tested it, expanding its exact and phrase campaigns, have noticed a significant increase in clicks and conversionsin addition to better control than the broad match does not accepts. Still, Google recommends do not directly replace broad match with modified broad match, but add campaigns with the new match type, and adjust the campaigns as you can see the return on investment. Well, it’s understandable that Google doesn’t want all of its AdWords customers to lose too many clicks. (which is your main source of funding).
As always happens when there is something new, at the moment we cannot use it, unless we are in Canada or England, where they can already use the new match either in the Adwords interface, in AdWords Editor or AdWords APIs. In other words, we are going to have to wait a little longer, to be able to dispose of it. For now, we must settle and soak up all the theory about it on the .
Update: We already have this service available in Spain under the name 🙂
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