Having your AdWords keyword on the ‘Modified Broad’ match type, is a much lesser known way of restricting your keyword to appear on related searches. For me it is the most effective way to combine the advantages of ‘broad matching’ and still have the option to firmly restrict the matching for irrelevant search terms.
By just adding a ’+’ sign immediately in front of every word within the keyword string that is important for you, you could make it clear to the system what word within the keyword string is uttermost important. e.g. the keyword ‘red +tennis +shoes’ would allow search terms as ‘white tennis shoes’, but not ‘red running shoes’. The keyword ‘+red tennis +shoes’ would allow ‘red running shoes’, but not ‘white tennis shoes’. In short, the ‘+word’ can not be left out. Neither can it be replaced by anything else than a synonym (close variant) or a misspelling, a plural, accent. So, ‘+shoes’ could be replaced by ‘footwear’, but not by ‘apparel’.
Google just recently announced with improving Exact and Phrase match types that they’ll change the rules for Exact and Phrase match, so that they’ll allow misspellings, close variants, plurals as well. People that want to advertise on the ‘old’ Exact and Phrase match, will have to opt out on the campaign level.
My guess is that advertisers will set up special ‘Exact’ and ‘Phrase’ campaigns, in order to have the old ‘exact’ and ‘phrase’ rules applied. The ‘improved exact’ and ‘improved phrase’ match type option will be default, and will probably replace the old ‘Modified broad’ option.
I wonder what this will mean for the setup of our AdWords campaigns in the future. I’d love to hear your thought on it! Especially from those who are -like me- a huge fan of the modified broad match type option.