If you find that some of your broad match keywords are matching on search terms that aren't relevant to your business, you can use the broad match modifier to fine-tune or restrict how the broad match is being applied.
Let's say you create the broad match keyword Hawaii Hotels. A query for Hawaii Rentals might also trigger your ads, since "rentals" is related to hotels. But you own a hotel and don't want traffic from searchers looking for rental properties. The solution? Simply add the "+" broad match modifier to your keyword to make it Hawaii +Hotels. This tells Microsoft Advertising that the word Hotels (or one of its close variations) must be in the query in order for your ads to be eligible to be served.
Here are some examples of how your ad might show:
|Search term||Is ad eligible?|
Broad Match Keyword:
Broad Match Modifier Keyword:
|Hotels Hawaii Maui|
|Hotels Maui Rentals|
|Rentals Hawaii Maui|
For English, French, and German ads in the United States, United Kingdom, Australia, Canada, France, Germany, and India, close variations of words with the broad match modifier can also trigger your ad. Examples of the types of close variations that are considered include:
If you find that close variations to your broad match modifier are triggering your ad incorrectly, add those close variations to your negative keywords.