The broad match modifier in AdWords

One way to increase the activation of the ads in our Google AdWords campaign is through the use of the broad match modifier . Essentially, its function is to give our ads a new, extra focus, taking into account words related to those we have previously defined. Therefore, it directs traffic and, above all, improves relevance . This has, as we already know, a positive effect on CTR and conversions. In any case, to get the most out of the broad match modifier, we must learn how to use it correctly. While adding a + before the chosen word activates it, it is important to monitor how it would work in relation to other keywords to prevent traffic from becoming too overwhelming. It is important to keep in mind that the broad match modifier will cause variants of words to appear (such as misspellings, singular or plural forms), but not synonyms or related searches. To monitor the effect of the broad match modifier, it's recommended not to change existing modifiers and instead add new ones to separate ad groups to monitor their specific performance. And, of course, don't forget that they need to be constantly modified as the campaign evolves. To create a broad match modifier, access the campaign or ad group you want to modify, go to the keywords tab, click the "+ Add keywords" button, and add the keyword you want. However, if you want to add it to an existing broad match keyword, you'll need to edit it online by adding the + to the keywords you're interested in and saving the changes.