Ah Modified Broad Match.

Broad Match’s sexy old cousin that showed up at the holiday party.

He got all the attention from the ladies all night long.

So you just stopped inviting him to the party.

And like him, Google completely eliminated modified broad match after they realized it was TOO GOOD.

Hey, after all, you gave advertisers a GOOD TOOL so why not get rid of it?

Modified Broad Match for those of you who don’t know was a somewhat short lived new match type that allowed you to

input a “+” in front of each word so that you are telling the system you want queries that ONLY include those words, BUT can

be in ANY order.

So for example :

+Car +Accident +Lawyer

could trigger

“Car Accident Lawyer”

“Lawyer for Car Accident”

“Accident Lawyer Car”

etc.

Extremely USEFUL.

“It’s reducing adoption of additional keywords” (useless), so we better get rid of it!” –

I can only imagine what that board room decision looked like.

Just like Standard Search Ads.

They were also EXTREMELY USEFUL.

You could tell the system EXACTLY WHAT YOU WANTED and you got what you asked for.

Now you throw a bunch of things in a pot, and you end up with a Frankenstein ad that the AI decides makes the most sense for the end user.

Let us all be careful not to tell the platform what tools actually help us to be more profitable, because they will no doubt remove that feature.