Broad match modifier (BMM)
This match type is a relatively new entrant and lies in between broad and phrase match. It gives more control than broad match and more freedom than phrase match. It works by adding a ‘+’ sign in front of words in a keyword phrase when the match type is selected as broad. For the keyword to match, the words that have the ‘+’ sign in front of them should be present in the search query. The order of the keywords doesn’t matter. Unlike broad match, modified broad match won’t show your ad for synonyms or related searches which gives a higher level of control. Also, unlike phrase match the order of the words in the search query is not important which gives more flexibility. For example, if your keyword is +women’s +shoes it’ll match women’s shoes, women’s black shoes, and buy women’s red shoes. However, it will not match ladies shoes because the word women’s is missing from the search query.
How should you use it?
Put the ‘+’ sign only in front of the words that are important and define your product. If your keyword phrase has 3+ words in it and each of them has a ‘+’ sign in front of it then it is as good as phrase match. For example, if your keyword is buy strappy black women’s shoes, the words that are important are black women’s shoes so the BMM keyword would be buy strappy +black +women’s +shoes. If you put a ‘+’ sign in front of all the words +buy +strappy +black +women’s +shoes it’ll mean that all the five words need to be present in the search query for the keyword to match which makes it as good as a phrase match keyword. The probability that someone will search for all these five words in a single search query is quite low which restricts traffic.