<< by Kaitlyn Smeland Dhanaliwala on August 13th, 2010
Originally rolled out in May 2010 only to advertisers in the UK and Canada, the Google AdWords broad match type modifier capability was finally made available globally in July. And now I am completely ready to fully welcome it into the “match type” family.
Historically, there have only been three main match types: broad, phrase, and exact. In 2006, Google came out with a variation on the broad match type (called the “expanded broad match”) which was basically a way to expand the reach of broad match keywords to include all sorts of random phrases that Google claimed were “synonyms.”
The way to protect against the dangers of untargeted broad-matched search queries was to make SERIOUS use of negative keywords to restrict certain streams of unwanted traffic. However, with the modified broad match type, Google gives us another tool to manage our broad match keywords.