Use modified broad match terms in paid ads

Business Benefits

Create targeting that rewards you with qualified traffic.


Create lists of your products and services, and all the key details that make each product unique.

Sit down with your marketing team or sales team to discuss the descriptive language used to attract and close customers.

Consider asking some of the following questions: Who is your product for? What is it tailored to accomplish? What are the key features that get people to buy? Add the answers to a new section of your spreadsheet.

Enter your details into Google’s Keyword Planner tool, or combine words from your spreadsheet to create search terms.

For example, concatenate the Service, Service Type, and More Specific columns of the example in step 2, to produce keywords like SEO auditing ecommerce.

Organize your keywords list into themes that will determine which ad group you use them in.

Use the hierarchy in this example as a guide:

Sign in to your Google Ads account, select Keywords, and enter your keywords of modified broad terms, that are centered around the most specific items in our product or service list.

Modified broad match keywords have a plus sign in front of them.

Exact or phrase match terms can be harvested from your reports and placed into new ad groups. They can also be added as exact and phrase negative terms within your modified broad group, to ensure the modified broad terms won’t compete at all with your exact, and phrase terms in your other ad groups.

Create your ad copy based on a purchase-focused language that’s specific to your product.

For example, our ad copy for Our Ford example will mention the core brand, Ford, multiple times, mention the specific model, the Focus, include the term used at least once, and include an immediate reward as a click incentive with instant approval on preferred financing.

Ensure that your landing page contains information and images, that match the keyword list and the ads as closely as possible.