March 25, 2014 | Sarah Danks

As of 2010, there are 4 match types in AdWords/Bing Ads:

  1. Broad match
  2. “Phrase match”
  3. [Exact match]
  4. +Broad +match +modified

What’s broad match modified? Well, it’s a more specific way to broadly target in search engines. Whereas the broad match type can show up for any and all somewhat-related terms, broad match modified narrows down the “broadness” of said terms and yields more specific results.

It’s a great match type because you don’t have to constantly monitor it — as you do with broad match — to ensure you’re not showing up for whacky queries. I.e., less scrutiny and less time zeroing in on a wide range of negative keywords.

The problem with this match type is there’s no easy way in the AdWords user interface to create a big list of these broad match modified keywords. But there IS in AdWords Editor.

Whereas in the AdWords UI you’d have to change each and every keyword by hand (either in the UI itself or in a spreadsheet for upload), in AdWords Editor you can select a group of existing keywords and in approximately 10 seconds you’ve got mass quantities of broad match modified keywords.


Step 1: Select however many broad match keywords you wish to convert to broad match modified & right-click:

Screen Shot 2014-03-21 at 10.46.44 AM

Step 2: When the “Append text” box opens, hit “return” twice.

Screen Shot 2014-03-21 at 10.47.00 AM

Now you’ve got part of your +broad +match +modified keywords:

Screen Shot 2014-03-21 at 10.47.18 AM

Step 3: If you’re using a PC, hit Control+H to open up the “Replace text in selected items” menu. Mac users, sorry, you have to right-click and select 🙂

Screen Shot 2014-03-21 at 10.47.28 AM


Step 4: When the “Replace text” box opens, hit “return” twice.

Screen Shot 2014-03-21 at 10.47.40 AM


Voila! Broad match modified in under 10 seconds.

Screen Shot 2014-03-21 at 10.47.52 AM


Read how to set up AdWords Editor for broad match modified

…once you’ve done the preliminary steps, changing bulk broad match keywords into broad match modified is as easy as pie, and much quicker than any other method.



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