New keyword targeting tool for AdWords goes global

15th July 2010 by William Hobson

The new broad match modifier tool for AdWords is to be given a global roll out across the Google network, following a successful beta test in the UK and Canada.

As previously reported, the broad match modifier aims to help AdWords users identify new keywords for their search engine marketing campaigns. According to the original post on the Inside AdWords blog in May, it identifies keywords which have greater reach than those identified by phrase match yet offers more control than the straightforward broach match feature.

“Adding broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today,” said Dan Friedman, who was recently named Product Marketing Manager for AdWords at Google.

Friedman warns that users who mainly use broad match keywords in their AdWords account should be aware that switching existing keywords to modified broad match will probably lead to a decline in click and conversion volumes and will not directly improve quality score. “To maintain volume, keep existing broad match keywords active; add new modified broad match keywords and adjust bids to achieve your target ROI based on observed performance,” he advises.

According to one “major UK retail company” quoted in the post, “after a few weeks of testing [their] campaigns showed significant increases in conversion and volume, whilst keeping the CPA down.”

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