Google Adwords - Broad Match Modifier

Today Google Adwords introduced the broad match modifier, a new AdWords targeting feature that lets you create keywords that have greater reach than phrase match and more control than broad match. Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today.

To implement the modifier, just put a plus symbol (+) directly in front of one or more words in a broad match keyword. Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants.

The graphic below illustrates the relative reach of different keyword match type strategies. As you can see, modified broad match keywords match more searches than the equivalent phrase match keyword, but fewer searches than the equivalent broad match keyword. Match behavior also depends on the specific words you modify. For example, the keyword formal +shoes will match the search “evening shoes,” but the keyword +formal +shoes will not.



During initial tests, advertisers who mainly used phrase and exact match found that adding modified broad match keywords increased campaign clicks and conversions, while providing more precise control than with broad match.

Modified broad match keywords have a traffic potential closer to phrase match than broad match. If you mainly use broad match keywords in your account, switching these keywords to modified broad match will likely lead to a significant decline in your overall click and conversion volumes. In order to maintain these volumes, we recommend keeping existing broad match keywords active, adding new modified broad match keywords, and adjusting bids to achieve your target ROI based on observed performance.

If you're in Canada or the UK, you can log into your AdWords account to start adding modified broad match keywords today. You can also use the AdWords Editor or the AdWords API.

This feature is currently available to advertisers in Canada and the UK as an open beta.

Google AdWords Launches Two New Ad Types

Google has launched two new ad types in their AdWords service. The first is called AdWords Comparison Ads and the second is a feature called Ad Sitelinks.

AdWords Comparison Ads

As the name suggests, this new service will make it possible for users to compare offers provided by various advertisers.

Google Comparison Ad unit

The basic Comparison Ad allows users to specify what they are looking for, in a bit more detail than is normally possible on a regular search query, and then delivers a comparison of different offers side-by-side.

Users that engage with a comparison ad will now have to click on a promotion listed within the comparison table that they think is of interest to them. If they are not satisfied, they can provide some more details about what they want, to see better targeted ads.

When the user identifies a satisfactory offer, the advertiser can be contacted directly on the phone – making it a pay per call ad – or a quote can be requested.

Google will anonymise the user’s number with a unique code, through which the advertiser can then contact the user. Advertisers will not receive any user information unless the user wishes to release it. Advertisers will pay Google only if a user calls on the phone number allocated for that advertiser or if the user fills out a form requesting a quote.

The comparison ads feature is very speedy, as it provides relevant offers in less than one second, and the ads will only be for real products. There will be no teaser rates or bait and switch offers.

At present, the service is only available to a few users in some states in the U.S.A and it is only for advertisers in the mortgage and refinance field.

Ad Sitelinks

Just like certain organic results include sitelinks, certain ads can now also feature sitelinks via a new feature called Ad Sitelinks.

Advertisers with extremely high quality ads will be able to specify up to 10 links to deeper pages on their site. These can be links to special offers, featured products, support pages or other popular pages on the site.

Up to 4 Ad Sitelinks will show up below the regular ads for keywords that meet certain quality requirements:

1.The ad should have the first position above the organic search results
2.The ad should have a very high quality score, typically 10/10
3.The Ad Sitelinks URLs must direct users to pages that are part of the main website, and allow users to navigate freely

The links can be updated without changing the ads, as frequently as desired. The option to add sitelinks shows up in the campaign settings tab, under the “Networks, devices and extensions” section, and is labeled with the text “Show additional links to my site within my ad”.

Browse what the world is saying on Blog Search

Did you know that millions of bloggers around the world write new posts each week? If you're like me, you probably read only a tiny fraction of these in Google Reader. What's everybody else writing about? Our Blog Search team thought this was an interesting enough question to look into. What we found was a massive mix: entertaining items about celebrities, personal perspectives on political figures, cutting-edge (and sometimes unverified) news stories, and a range of niche topics often ignored by the mainstream media.

Today, we're pleased to launch a new homepage for Google Blog Search so that you too can browse and discover the most interesting stories in the blogosphere. Adapting some of the technology pioneered by Google News, we're now showing categories on the left side of the website and organizing the blog posts within those categories into clusters, which are groupings of posts about the same story or event. Grouping them in clusters lets you see the best posts on a story or get a variety of perspectives. When you look within a cluster, you'll find a collection of the most interesting and recent posts on the topic, along with a timeline graph that shows you how the story is gaining momentum in the blogosphere.

In this example, the green "64 blogs" link takes you inside the cluster and shows you all the blog posts for a story.


We've had a great time building the new homepage and we hope you enjoy using it. Please give it a try and let us know if you have comments or suggestions. We're launching in English only today, but plan to add new features and support for more languages in the coming months, so stay tuned.