Thanks to AdWords, traffic control in PPC management is not a linear process. An advertiser with limited PPC budget will most likely focus on exact and phrase matches but an advertiser with lots of it will not hesitate to run broad, phrase and exact matches to generate more traffic.
But what about those whose budgets are not exactly limited but not exactly limitless either?
PPC Hero has an answer: modified broad match. For PPC management experts, it offers more control than a broad match but it is less restrictive than a phrase match. Now on to the big question: how do you create a modified broad match?
It’s quite simple actually. Ask your PPC management expertto add a “+” symbol before the terms in your broad match keyword.
So, what are the benefits of this type of match? Well, for starters, it increases traffic relevance. It helps you get better-targeted traffic and when that happens, you can get better CTR and conversion rates. It’s like getting the best features of phrase and exact matching and broad matching. And because the matching is sterner (synonyms and related searches that end up as negative keywords anyway), you can save time and effort on negative keywords. Finally, a modified broad match affords you some PPC management flexibility. You can choose which terms will get the “+” modifier so that only these terms will be included in user search queries which will trigger your ad.
Of course, as in all PPC management strategies and techniques, there is a downside to a modified broad match. One, it has a tendency to cut into your impression volume which, depending on your PPC management strategy, may not always be a desired outcome. Second, and this is minor but it’s still a drawback, you may experience formatting issues in Excel when you transfer broad match keywords from AdWords. You can always use the “Find & Replace” function so don’t worry about it too much.
Well, what do you think about the modified broad match?
