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 Used 4x4 Truck. A query for Used 4x4 SUV might also trigger your ads, since "SUV" is related to trucks. But you own a truck and don't want traffic from searchers looking for SUVs. The solution? Simply add the "+" broad match modifier to your keyword to make it Used 4x4 + Truck. This tells Microsoft Advertising that the word Truck (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:
Used 4x4 Truck
Broad Match Modifier Keyword:
Used 4x4 +Truck
|Used 4x4 Truck|
|Used 4x4 SUV|
|Previously Owned Truck|
|Previously Owned SUV|
|Truck Used 4x4 Previously Owned|
|Truck Previously Owned SUV|
|SUV Used 4x4 Previously Owned|
|Used 4x4 Pickup|
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.