Broad match modifier ( BMM keyword targeting option that allows you to show your ads on relevant queries , while maintaining some control over relevance . It's a compromise between broad targeting, which provides high coverage but low conversion, and exact targeting, which provides high relevance but low traffic volume.
What is the use of broad match modifier?
The BMM allows you to add a plus sign (+) in front of the keywords that you necessarily want to include in the Internet user's query . For example, if you use the keyword +red +shoes, your ads will show on queries like “ cheap red shoes ”, “ where to buy red shoes ” or “ red shoes reviews ”, but not on queries like “ blue shoes ” or “ lipstick ”.
BMM has several advantages for optimizing your Google Ads campaigns:
- It allows you to increase your traffic volume by reaching Internet users who are looking for products or services similar to yours, but who use different or more specific terms.
- It allows you to improve your conversion rate by displaying your ads on more relevant queries than broad targeting, while avoiding queries that are too far from your offer.
- It allows you to reduce your cost per click by avoiding competition on the most popular keywords and benefiting from a better Quality Score thanks to the increased relevance of your ads.
- It saves you time by simplifying your keyword management, without having to create exhaustive lists of exact keywords or manually exclude irrelevant keywords.
How to use broad match modification in Google Ads?
To use BMM in Google Ads , you need to follow these steps:
- Create a new campaign or edit an existing campaign.
- Choose the type of campaign that matches your objective (search network, display, shopping, etc.).
- Keywords section , click the “ + Keywords ” button.
- Enter your keywords by adding a plus sign (+) in front of the words you necessarily want to include in the query. For example, +red +shoes.
- Validate your keywords and adjust your bid and budget according to your objectives.
What are the best practices for using broad match modifier?
To get the most out of BMM, here are some tips to follow:
- Use BMM for keywords that have traffic and conversion potential
- Use BMM for keywords that have a wide variety of synonyms, spelling variations, or related terms to cover all relevant query possibilities.
- Use BMM for keywords that have low seasonality or are not very sensitive to trends, in order to benefit from stable and constant traffic.
- Use BMM sparingly and don't apply it to all your keywords. Keep a balance between broad targeting, BMM and exact targeting, depending on your goals and budget.
- Use BMM with caution and monitor your keyword performance regularly. Analyze search term reports to identify which queries are driving traffic and conversions, and which are irrelevant or ineffective. Add high-performing queries to your exact match keyword list, and exclude irrelevant queries using negative keywords.
FAQs
What is the difference between broad match modifier and broad targeting?
targeting is the broadest and least restrictive keyword targeting option. It allows you to show your ads on all queries that are directly or indirectly related to your keywords, including synonyms, spelling variations, related terms or related searches. Broad targeting provides high coverage, but a low conversion rate. The broad match modifier is a keyword targeting option that allows you to show your ads on relevant queries , while maintaining some control over relevance. It allows you to add a plus sign (+) in front of the keywords that you necessarily want to include in the query. BMM offers a compromise between broad targeting and exact targeting.
What is the difference between broad match modifier and exact targeting?
targeting is the most precise and restrictive keyword targeting option . It allows you to display your ads only on queries that match your keywords exactly, or very close variants (plural, singular, accents, etc.). Exact targeting provides high relevance, but low traffic volume. The broad match modifier is a keyword targeting option that allows you to show your ads on relevant queries, while maintaining some control over relevance. It allows you to add a plus sign (+) in front of the keywords that you necessarily want to include in the query. BMM offers a compromise between broad targeting and exact targeting.
How to choose between broad match modification and exact targeting?
The choice between BMM and exact targeting depends on your goals and budget . If you want to maximize your traffic volume and reach a wide audience, you can use BMM for keywords that have high traffic and conversion potential, but are too generic or too competitive to use for exact targeting. If you want to maximize your conversion rate and reach a qualified audience, you can use exact targeting for keywords that have high relevance and match your offer.
How to choose between broad match modification and broad targeting?
The choice between BMM and broad targeting also depends on your goals and budget . If you want to benefit from broad coverage and discover new traffic opportunities, you can use broad targeting for keywords that have low competition or are rarely searched, to capture original or unpredictable queries. Broad targeting can also help you identify relevant keywords that you might not have thought to use by analyzing search term reports.
How to optimize broad match modification with negative keywords?
Negative keywords are keywords that you want to exclude from your targeting, to avoid showing your ads on irrelevant or ineffective queries . Negative keywords are essential for optimizing BMM because they allow you to filter out queries that don't match your offer or audience. For example, if you use the keyword +red +shoes, you can exclude negative keywords like “ blue ”, “ green ”, “ child ”, “ man ”, etc.
To optimize BMM with negative keywords, you need to follow these steps:
- Analyze search term reports to identify queries that are generating traffic, but not conversions, or are off-topic.
- Add these queries to your negative keyword list , choosing the appropriate targeting level (campaign or ad group).
- Repeat this analysis regularly to refine your list of negative keywords and improve the performance of your campaigns.
What changes did Google announce on the broad match edit?
In February 2021, Google announced that BMM would be merged with phrase match targeting , a keyword targeting option that lets you show your ads on queries that contain exactly or almost your keywords, in the same order or with additional words. According to Google, this merger aims to simplify keyword targeting and provide more flexibility and relevance to advertisers. Concretely, this means that:
- The plus sign (+) will no longer be necessary to use the BMM . Simply use quotation marks (“) to indicate the keywords that you necessarily want to include in the query.
- Phrase targeting will take into account the meaning and intent of queries , not just word order. For example, if you use the keyword “red shoes”, your ads will show on queries like “ red shoes ” or “red colored shoes”, but not on queries like “lipstick” or “blue shoes”.
- Phrase-match targeting will gradually replace BMM starting in July 2021 . Advertisers will still be able to use the plus sign (+) until July 2022 , but it will be ignored by Google and treated as an exact phrase.
- Advertisers will need to adapt their keyword targeting strategies based on these changes, analyzing the impact on their performance and adjusting their keyword lists and negative keywords.
Conclusion
To use BMM in Google Ads , you must add a plus sign (+) in front of the keywords that you necessarily want to include in the query. You should also follow some best practices to get the most out of BMM: use it for keywords that have high potential, high variety, low seasonality, use it with moderation and caution, and analyze keyword reports. search terms.
BMM is therefore a keyword targeting option that can help you optimize your Google Ads campaigns, provided you know how to use it correctly. If you need help creating or managing your Google Ads campaigns, do not hesitate to contact a web writing expert who will be able to support you in your digital strategy. You can also learn how to search Google like a pro by following the tips in this guide .
