Google Ads Broad Match Modifier Tool

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There are four match types you can use for Google AdWords. These are:

  • [exact]
  • “phrase”
  • broad
  • +broad +match +modifier  (abbreviated to +BMM)

BMM lets you create keywords that reach more people than phrase match and give you more control than broad match.  To use the modifier, just put a plus symbol (+) directly in front of one or more words in a broad match keyword. 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”). However, synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) are not considered close variants. Be sure there are no spaces between the + and modified words, but do leave spaces between words. For example, this is correct : +google +adwords, but these  not : + google + adwords (space after the +) and  +google+adwords (no space).

Why BMM Is an Excellent Tool in Your Keyword Matching Arsenal

If you mainly use exact and phrase match keywords, adding modified broad match keywords to your campaign can help you get more clicks and conversions at an ROI comparable to that of your phrase match keywords. Compared to using only phrase and exact match keywords, using modified broad match can greatly reduce the number of keywords you need, because each keyword can match countless word order and spelling variations. These are more tightly correlated to your keyword phrases, than just using broad match.

If you’re using mainly broad match keywords in your account, you might want to consider using the modifier with keywords you’ve inactivated due to poor ROI or unwanted matches that are too difficult to manage with negative keywords. It’s also important to know that switching high volume existing broad match keywords to modified broad match will likely lead to a significant decline in click and conversion volumes and will not directly improve your Quality Score.  Generally speaking, using Broad Match Modifier will result in less volume and higher quality than using Broad Match by itself.

There are tools available to help you convert keywords to broad match. But tools necessitate you getting into a different interface, and possibly signing up for another service. So instead of an AdWords broad match modifier tool, we have come up with some simple steps to convert any keywords to BMM. The instructions below are for the Google AdWords Interface, but they can similarly be used with AdWords Editor.

Adwords Broad Match Modifier (BMM) – Simple Keyword Conversion Technique

  • Log in to AdWords
  • Select the desired campaign
  • Click on the Keywords tab
  • Select the Keywords that you wish to convert to BMM
  • You may want to use a filter to achieve this. For example, let’s change a campaign that has LOTS of Broad Match, a few of them being BMM
  • So the filter will be as per below, select all filtered keywords and click on Apply
Adwords Keywords Filter
  • All Broad Match keywords are now selected. As some of them may have +, we need to strip that out first
  • Click on Edit – Change Keyword Text
  • Action = Find & Replace. Find Text = + . Replace with = leave it blank. Click on Make Changes. See below
Change-keyword-text-in-adwords
  • So you have stripped out all keywords with +
  • Now you want to make all selected keywords as BMM
  • Click on Edit – Change Keyword Text
  • Action = Find & Replace. Find Text =SPACE . Replace with  SPACE+. Click on Make Changes.
  • Click on Edit – Change Keyword Text
  • Action = Append text.  Append Text = +. Choose Below Existing Text. See below. Click on Make Changes.
adwords-keywords-append-text

Now all your selected keywords should be BMM! Once you get used to it this procedure, will take you less than one minute, far quicker than using any third party Adwords broad match modifier tool.

Savvas Kyriakides is a passionate entrepreneur and Digital Marketing Strategist. His ability to quickly grasp and understand many different business models and verticals combined with his passion for digital marketing and strategy, enables him and his team to execute sharp, focused and measurable action plans for Savvy clients.

Savvas is a keen chess player, having played chess at international level as a student and young adult. This included participation in three World Chess Olympiads and a World Chess Junior Championship. Savvas has applied his chess skills involving strategy, focus, concentration and understanding of the competition to digital marketing. Every move is connected and measurable.