Google is beta testing a new keyword feature for adwords called “Broad Match Modifier”, its an adwords targeting feature that lets you create keywords that have greater reach than phrase match and more control than broad match. If you are frequent user of exact and phrase match keywords , adding the broad match feature in your adwords campaign will give you more clicks and better conversions at an attractive ROI.
To add the broad match modifier all you need to do is put a plus symbol (+) in front of one or more broad match keywords in your campaign. Each word preceded by a + will appear in the users search exactly or as a close variant. The benefit of using the broad match modifier is that it includes misspellings, singular / plural forms, abbreviations, acronyms and stemming like “roof” and “roofing”
In the below example you can see the box for modified broad searches that has a plus symbol in front of formal and shoes ( + formal and + shoes ) has more searches than the phrase match searches for the same keyword but few matches for broad match.
However you ll have to test it for a few campaigns and see study the impact on clicks and conversion for keywords, my worry here is that your ads may appear for searches that may not be very precise to your product or service that you are selling.
For example if you are selling a wordpress theme, your ad may appear for keywords like wordpress theme plugins which may not be laser targeted relevant to the wordpress theme that you are selling.
I’ve started testing this for my adwords campaigns, if you are in UK or Canada you can login to your adwords account and modify your keywords. While you are testing I suggest you keep your present broad match keywords active and add new modified broad match keywords, adjust bids to achieve your target and observe changes. If you have started using this feature let us know your views on it.
You can also visit the Adwords help center for more suggestions on usage and answers