How To Gain Control Over Your Broad Matched Keywords
http://searchengineland.com/how-to-gain-control-over-your-broad-matched-keywords-53444
For example, a keyword like “expensive shoes” on broad match could possibly display for a query for “expensive sneakers.” However if the keyword has a modifier like “expensive +shoes” the user’s query must use the word “shoe” like “pricey shoes”. Also, it will not display for “pricey sneakers” since “shoe” was modified and therefore a required term.
The introduction of the Broad Match Modifier helps Adwords advertisers keep budgets down and click quality high.
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