{"id":179,"date":"2012-03-23T08:10:39","date_gmt":"2012-03-23T08:10:39","guid":{"rendered":"http:\/\/adspecialist.dev\/?p=179"},"modified":"2012-04-26T12:42:17","modified_gmt":"2012-04-26T12:42:17","slug":"Improving-Match-Types-vs-Modified-Broad","status":"publish","type":"post","link":"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/","title":{"rendered":"Improving Match Types vs Modified Broad"},"content":{"rendered":"<p>Having your AdWords keyword on the \u2018Modified Broad\u2019 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 \u2018broad matching\u2019 and still have the option to firmly restrict the matching for irrelevant search terms.<\/p>\n<p>By just adding a \u2019+\u2019 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 &#8216;red +tennis +shoes&#8217; would allow search terms as &#8216;white tennis shoes&#8217;, but not &#8216;red running shoes&#8217;. The keyword &#8216;+red tennis +shoes&#8217; would allow &#8216;red running shoes&#8217;, but not &#8216;white tennis shoes&#8217;. In short, the &#8216;+word&#8217; 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, &#8216;+shoes&#8217; could be replaced by \u2018footwear\u2019, but not by \u2018apparel\u2019.<\/p>\n<p>Google just recently announced with <a href=\"http:\/\/support.google.com\/adwords\/bin\/answer.py?hl=en&amp;answer=2537522\">improving Exact and Phrase match types<\/a> that they&#8217;ll change the rules for Exact and Phrase match, so that they&#8217;ll allow misspellings, close variants, plurals as well. People that want to advertise on the &#8216;old&#8217; Exact and Phrase match, will have to opt out on the campaign level.<\/p>\n<p>My guess is that advertisers will set up special &#8216;Exact&#8217; and &#8216;Phrase&#8217; campaigns, in order to have the old &#8216;exact&#8217; and &#8216;phrase&#8217; rules applied. The &#8216;improved exact&#8217; and &#8216;improved phrase&#8217; match type option will be default, and will probably replace the old &#8216;Modified broad&#8217; option.<\/p>\n<p>I wonder what this will mean for the setup of our AdWords campaigns in the future. I&#8217;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.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Having your AdWords keyword on the \u2018Modified Broad\u2019 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 \u2018broad matching\u2019 &hellip; <a href=\"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-179","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Improving Match Type versus Modified Broad<\/title>\n<meta name=\"description\" content=\"Will improving the &#039;Exact&#039; and &#039;Phrase&#039; match type be a &#039;improvement&#039; to the existing match types? What will happen to with the &#039;Modified Broad&#039; match type?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Wolfr\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/\"},\"author\":{\"name\":\"Wolfr\",\"@id\":\"https:\/\/adspecialist.be\/#\/schema\/person\/59fe2bbc0b38d122f81e9c6c832cb7c5\"},\"headline\":\"Improving Match Types vs Modified Broad\",\"datePublished\":\"2012-03-23T08:10:39+00:00\",\"dateModified\":\"2012-04-26T12:42:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/\"},\"wordCount\":312,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\/\/adspecialist.be\/#organization\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/\",\"url\":\"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/\",\"name\":\"Improving Match Type versus Modified Broad\",\"isPartOf\":{\"@id\":\"https:\/\/adspecialist.be\/#website\"},\"datePublished\":\"2012-03-23T08:10:39+00:00\",\"dateModified\":\"2012-04-26T12:42:17+00:00\",\"description\":\"Will improving the 'Exact' and 'Phrase' match type be a 'improvement' to the existing match types? What will happen to with the 'Modified Broad' match type?\",\"breadcrumb\":{\"@id\":\"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/adspecialist.be\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Improving Match Types vs Modified Broad\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/adspecialist.be\/#website\",\"url\":\"https:\/\/adspecialist.be\/\",\"name\":\"AdSpecialist\",\"description\":\"Expert AdWords Freelancer, Former Google Employee\",\"publisher\":{\"@id\":\"https:\/\/adspecialist.be\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/adspecialist.be\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/adspecialist.be\/#organization\",\"name\":\"Adspecialist\",\"url\":\"https:\/\/adspecialist.be\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/adspecialist.be\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/adspecialist.be\/wp-content\/uploads\/2018\/01\/logo-adspecialist.png\",\"contentUrl\":\"https:\/\/adspecialist.be\/wp-content\/uploads\/2018\/01\/logo-adspecialist.png\",\"width\":189,\"height\":59,\"caption\":\"Adspecialist\"},\"image\":{\"@id\":\"https:\/\/adspecialist.be\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/AdSpecialistBE\/\",\"https:\/\/www.linkedin.com\/company\/adspecialist\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/adspecialist.be\/#\/schema\/person\/59fe2bbc0b38d122f81e9c6c832cb7c5\",\"name\":\"Wolfr\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/adspecialist.be\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/0864555880e313286f66d788fefbeac9?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/0864555880e313286f66d788fefbeac9?s=96&d=mm&r=g\",\"caption\":\"Wolfr\"},\"sameAs\":[\"http:\/\/www.wolfslittlestore.be\"],\"url\":\"https:\/\/adspecialist.be\/en\/author\/wolfr\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Improving Match Type versus Modified Broad","description":"Will improving the 'Exact' and 'Phrase' match type be a 'improvement' to the existing match types? What will happen to with the 'Modified Broad' match type?","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/","twitter_misc":{"Written by":"Wolfr","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/#article","isPartOf":{"@id":"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/"},"author":{"name":"Wolfr","@id":"https:\/\/adspecialist.be\/#\/schema\/person\/59fe2bbc0b38d122f81e9c6c832cb7c5"},"headline":"Improving Match Types vs Modified Broad","datePublished":"2012-03-23T08:10:39+00:00","dateModified":"2012-04-26T12:42:17+00:00","mainEntityOfPage":{"@id":"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/"},"wordCount":312,"commentCount":2,"publisher":{"@id":"https:\/\/adspecialist.be\/#organization"},"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/","url":"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/","name":"Improving Match Type versus Modified Broad","isPartOf":{"@id":"https:\/\/adspecialist.be\/#website"},"datePublished":"2012-03-23T08:10:39+00:00","dateModified":"2012-04-26T12:42:17+00:00","description":"Will improving the 'Exact' and 'Phrase' match type be a 'improvement' to the existing match types? What will happen to with the 'Modified Broad' match type?","breadcrumb":{"@id":"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/adspecialist.be\/en\/2012\/03\/23\/Improving-Match-Types-vs-Modified-Broad\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/adspecialist.be\/en\/"},{"@type":"ListItem","position":2,"name":"Improving Match Types vs Modified Broad"}]},{"@type":"WebSite","@id":"https:\/\/adspecialist.be\/#website","url":"https:\/\/adspecialist.be\/","name":"AdSpecialist","description":"Expert AdWords Freelancer, Former Google Employee","publisher":{"@id":"https:\/\/adspecialist.be\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/adspecialist.be\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/adspecialist.be\/#organization","name":"Adspecialist","url":"https:\/\/adspecialist.be\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/adspecialist.be\/#\/schema\/logo\/image\/","url":"https:\/\/adspecialist.be\/wp-content\/uploads\/2018\/01\/logo-adspecialist.png","contentUrl":"https:\/\/adspecialist.be\/wp-content\/uploads\/2018\/01\/logo-adspecialist.png","width":189,"height":59,"caption":"Adspecialist"},"image":{"@id":"https:\/\/adspecialist.be\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/AdSpecialistBE\/","https:\/\/www.linkedin.com\/company\/adspecialist\/"]},{"@type":"Person","@id":"https:\/\/adspecialist.be\/#\/schema\/person\/59fe2bbc0b38d122f81e9c6c832cb7c5","name":"Wolfr","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/adspecialist.be\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/0864555880e313286f66d788fefbeac9?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0864555880e313286f66d788fefbeac9?s=96&d=mm&r=g","caption":"Wolfr"},"sameAs":["http:\/\/www.wolfslittlestore.be"],"url":"https:\/\/adspecialist.be\/en\/author\/wolfr\/"}]}},"_links":{"self":[{"href":"https:\/\/adspecialist.be\/en\/wp-json\/wp\/v2\/posts\/179","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adspecialist.be\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adspecialist.be\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adspecialist.be\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/adspecialist.be\/en\/wp-json\/wp\/v2\/comments?post=179"}],"version-history":[{"count":6,"href":"https:\/\/adspecialist.be\/en\/wp-json\/wp\/v2\/posts\/179\/revisions"}],"predecessor-version":[{"id":249,"href":"https:\/\/adspecialist.be\/en\/wp-json\/wp\/v2\/posts\/179\/revisions\/249"}],"wp:attachment":[{"href":"https:\/\/adspecialist.be\/en\/wp-json\/wp\/v2\/media?parent=179"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adspecialist.be\/en\/wp-json\/wp\/v2\/categories?post=179"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adspecialist.be\/en\/wp-json\/wp\/v2\/tags?post=179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}