Keyword Match Types Explained – Broad Match and Modified Broad Match – Effects of Match Types in AdWords

Keywords are the groundwork in AdWords account, and keywords work much uniquely in contrast to what numerous individuals think.

Most powerful keywords are generated out of deep research.  It won’t occur incidentally or inside of the introductory setup.

The principal setup is precisely the first setup.  With the first setup you set up your record and crusade structure.  At the point when your crusade has been running for two to four weeks, then you can begin growing your watchword list and make a powerhouse of a battle.

It’s impractical to get all keywords in a campaign when you do the introductory setup.  But we  need to ensure that we are not missing a great opportunity for potential deals by excluding relevant keywords


Google AdWords has five different keyword match types:

Match Type Keyword
Broad Match Red hat
Phrase Match “Red hat”
Exact Match [red hat]
Broad Match Modifier +red +hat
Negative Match -blue hat
  1. Broad Match Keywords

Broad Match is the default match when you include a keyword in Google AdWords.  .

A gifted AdWords analyst will utilize every one of the four match sorts and will know the focal points and inconveniences of each one

Broad Match is the most complex of the four match types because the keywords in Broad Match work in a wide range of ways.  Broad Match essential words .  will bring even remotely connected keywords

Broad Match keywords will be activated when individuals hunt down:

  • Actual words
  • Misspellings of a keyword
  • Different word orders
  • Session based related queries

With Broad Match Google automatically includes different misspellings of a keyword.  The myth that you need to add thousands of misspellings per keyword is therefore not true and will only clutter your campaigns

Google’s algorithm knows that when users are searching for broadband promotion that they will benefit from being shown the results as if they were searching for promotion broadband.  It’s the same basic search; therefore your ad will be shown in both searches even though you haven’t included the keyword in different word orders


  • You can cover a great deal of incorrect spellings and decisive word varieties with a single keyword.
  • You’ll find high-converting over long tail keywords that you’d never considered.
  • Broad Match keywords get numerous more impressions/clicks than whatever other match type
  • It can be to a great degree compelling!


  • Many searches/clicks = High expenses
  • High danger of losing cash to superfluous searches
  • Hard to control, particularly with single-worded keywords.


  1. Broad Match Modifier

Broad Match Modifier is the most recent match sort to be dispatched and was formally taken off worldwide in 2011.  This was an extremely looked for after match type.

It consolidates the adaptability of Broad Match with the Phrase Match’s capacity to expand your significance, and the outcome is an effective match sort not to be disregarded.

A large number of the new components and capacities Google dispatches can be disregarded, and you would never know the distinction.  That is not the situation with Broad Match Modifier however.  On the off chance that you don’t begin utilizing it from the very beginning, you’ll promptly lose ground to your competitors—fast!

Broad Match Modifier works by adding a plus sign (+) in front of a keyword without a space between:

+red +hat

Adding the plus sign in front of a keyword means that this keyword has to be part of the search phrase to trigger your ad


  • Much better control of which searches you want your ads to appear on
  • Very good for finding new long tail keywords

Your ads will still appear although the search phrase has an extra word or different word order

  • Catches misspellings


  • Lower search volume than with Broad Match
  • Can still be expanded to seemingly irrelevant searches
  • No easy way to create keywords in Broad Match Modifier

Next blog, we’ll explain the remaining match types, and find out which ones are suitable for your campaign and increase web traffic and conversion.


This post is written by Abilash.  You can reach him at