How Broad Match Modifiers Turn You From Steve Urkel to Stefan Urquelle

September 17, 2012 By Digital Operative,

We all remember Steve Urkel, the nerdy neighbor from Family Matters who was constantly causing problems for his neighbors the Winslows. However, one hop into the Transformation Chamber and he was instantly transformed into the smooth talking Stefan Urquelle. This is the perfect analogy for how broad match modifiers can help transform your AdWords campaign from a poorly performing – suspender wearing – regular campaign, to a smooth and sophisticated campaign that no customer can resist. So Adam, I am now interested, please tell me more - what's the difference between a broad match modifier and regular broad match? To understand this, lets first look at the broad match - my nemesis. Broad match allows Google to basically say that if a search term is "somewhat relevant" to your keyword then the ad may show up. In my experience Google has a very loose definition of when something is relevant to your keyword and it’s really frustrating. Broad match constantly brings down an ROI and raises up the cost of a campaign, leaving you to say … “did I do that?” However, the other options that Google offered before broad match modifier weren't fantastic either. Phrase match offers a little wiggle room. Your keyword phrase can have other words before or after it but not in between, and the phrase must stay in the same order. With phrase match you are casting a medium sized net, but I always felt Google could do better. Exact match also serves a good purpose (especially with smaller budgets) but you often have too few results. Exact is exact. You need the exact words in the exact order – it’s way too strict. This is why broad match modifier is so smooth and intriguing. Broad match modifiers allow your keyword phrase in any order and with other words around them. Here is Google's favorite example of what the differences are (Have you noticed they always seem to involve tennis shoes): The phrase is “Tennis Shoes” Exact Match: Results will show for "tennis shoes" and nothing else. Won’t show for "red tennis shoes" or "tennis shoes that are great". This is helpful for small budget campaigns when you are relying on that one phrase. Phrase Match: Results will show for "red tennis shoes" or "tennis shoes are great" but will not show for "shoes for tennis". It catches a lot of the searches you want, but like I have previously stated I believe that Google could do better. Broad Match (My nemesis): This shows for just too much - running shoes, tennis shoe laces. Really broad match is going to be hurting more than helping. Too much Steve, not enough Stefan. Broad Match Modifier: Results will show for any variation that is actually helpful such as "buy tennis shoes" or "best shoe for tennis". From my experience broad match modifier will raise both your impressions and overall revenue. I recommend checking this option out and would like to hear your feedback on anyone who has tried it. Adam Lundquist performs the search marketing for Digital Operative. if you have any questions about PPC or SEO, he is your guy. Additionally he has loads of early 90's references Connect with me on Google+