If you’ve been in the digital marketing game for a while, you might remember a time when the plus sign (+) held a special significance in Google Ads (formerly AdWords). This symbol once heralded a powerful tool known as broad match modifier (BMM), offering a unique way to control keyword matching. However, like many things in the digital world, BMM has evolved, and the plus sign’s role has shifted.
What Was Broad Match Modifier (BMM)?
Before Google’s updates in 2021, the plus sign (+) was used in conjunction with broad match keywords. Broad match allows your ads to show for searches that include your keywords, related terms, or close variations. Adding a plus sign in front of a keyword indicated a “broad match modifier.” This meant your ads would only show when the search query included that specific modified term (or a close variant) in any order.
For example, the keyword +running +shoes would trigger your ad for searches like “best running shoes,” “shoes for running,” or “women’s running shoes,” but not for “basketball shoes” or “hiking boots.”
Why Did Google Phase Out BMM?
Google phased out BMM in 2021 to simplify keyword matching options and enhance its machine learning capabilities. They felt that the distinction between BMM and phrase match (which requires keywords to be in the exact order) was becoming less relevant, as their algorithms were getting better at understanding search intent.
What Does the Plus Sign Mean Now?
In current Google Ads, the plus sign no longer has a specific function for keyword matching. If you try to use it, Google will simply ignore it and treat the keyword as a regular broad match. So, the keyword +running +shoes is now equivalent to running shoes.
What Does This Mean for Digital Marketers?
For seasoned marketers, the disappearance of BMM might feel like losing a trusty tool. However, Google’s advancements in understanding search intent and its expanded phrase match capabilities mean that you can still achieve precise targeting without the plus sign.
- Focus on Phrase Match and Exact Match: These keyword match types offer more control over when your ads appear, ensuring that they’re triggered by relevant searches.
- Leverage Negative Keywords: Use negative keywords to exclude your ads from showing for irrelevant searches, refining your targeting further.
- Monitor Performance and Adjust: Continuously track your campaign performance and make adjustments based on search terms reports. This will help you identify any unexpected searches that are triggering your ads and refine your keyword strategy accordingly.
How to Respond if Your Superior or Client Asks About the Plus Sign
If you’re asked about the plus sign in Google Ads, here’s how to respond:
“The plus sign used to be a part of a feature called broad match modifier, which helped control keyword matching in Google Ads. However, Google has since phased out that feature, and the plus sign no longer has a specific function in keyword targeting.
Instead, we now focus on using a combination of phrase match, exact match, and negative keywords to ensure our ads are shown to the most relevant audiences. This approach, combined with Google’s advanced understanding of search intent, allows us to achieve precise targeting and optimize our campaign performance.”
Embracing the Evolution of Google Ads
While the plus sign may be a relic of the past, the principles of effective keyword targeting remain the same. By understanding the changes in Google Ads and adapting your strategies, you can continue to drive successful campaigns and reach your target audience.
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As the digital realm evolves at an unprecedented pace, MD. remains committed to staying at the forefront of the AI revolution. We will continue to leverage data-driven insights and cutting-edge technology to empower creatives and businesses alike. Stay tuned for our upcoming updates and releases, as we explore the limitless potential of AI to reshape the creative landscape.
Contact: md@moondiagram.com
moondiagram (MD.) 
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