As you have probably heard, Google released a new feature (Modified Broad Match) recently that allows you to have more control over your Broad Match keywords. Below are the details of my first test using Modified Broad Match.
How I Setup the Test
I chose an existing three-word Broad Match keyword that has historically performed well in my account and created the various versions of modified broad match. All of the versions had the same bid.
Existing Broad Match Keyword
word1 word2 word3
Modified Broad Match Versions
+word1 +word2 +word3
word1 +word2 +word3
word1 word2 +word3
+word1 +word2 word3
+word1 word2 word3
word1 +word2 word3
+word1 word2 +word3
You can use this free Excel Modified Broad Match Keyword Builder to create your own variations.
The test ran for two weeks and had 5036 impressions, 308 clicks, and 146 conversions
Here are the results:
I was happy to see a majority of my impressions coming from the most targeted keyword version, but overall all versions were meeting performance goals.
How I Plan on Using Modified Broad Match Next
I see no need to add every variation of Modified Broad Match for every Broad Match keyword in my account, because I actively query mine for negatives, and I don’t want to make my account bloated with low-volume keyword variations.
However, for my higher-volume Broad Match keywords, I will be adding the different versions of Modified Broad Match, because there will be enough activity to warrant the increased visibility and control. Also, having multiple Modified Broad Match variations does make it easier to find Negative keywords when drilling into the different versions of the Modified Broad Match keywords (in the AdWords interface), and I will be able to bid on each variation.
Of course, I’m sure there will be other ways to use Modified Broad Match and now that it’s in the tool box I will continue to test this useful new feature.