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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Changing broad keywords to broad match modifiers

Broad match modifier may be the right match type for customers who are seeing poor ROI from their broad match keywords. It's also a good option for those who are mainly using phrase and exact match and are not receiving enough traffic, but are wary of using broad match.

Getting ready

As a first step, I recommend running a search term report to see what actual queries your ads are appearing on. In your Keywords tab, go to Details and select All from the SEARCH TERMS drop-down menu. If the report shows a large percentage of irrelevant queries that are triggering your ads, broad match modifier may me the right keyword option for you.

How to do it…

To enter keywords in broad match modifier:

  1. Add + before ...

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