What Is Broad Match Modifier?
Broad match modifier (BMM) was a keyword match type in Google Ads and Microsoft Advertising that sat between broad match and phrase match. You added a plus sign in front of words, such as +brake +repair, to tell the platform those words (or close variants) had to appear in the search. The words could appear in any order, and other words could be added around them.
For example, +brake +repair could match “brake repair near me,” “repair my brakes,” or “cheap brake pad repair,” but not “brake pads” alone, because “repair” was required.
Why Broad Match Modifier Matters
BMM is a legacy feature, but understanding it still matters for several reasons:
- Older accounts still contain it. Many accounts built before 2021 still have keywords with plus signs, and you need to know how they behave today.
- It explains the current match types. Today’s phrase match was redesigned to absorb BMM’s behavior.
- It shaped strategy. For years, BMM was the go-to tool for reaching more search variations while keeping control, and many account structures and playbooks were built around it.
How Broad Match Modifier Works Today
In 2021, Google announced it was merging BMM into phrase match. Phrase match was expanded to cover the kind of searches BMM used to catch while still respecting word order when it changes the meaning. After the transition, advertisers could no longer create new BMM keywords, and existing BMM keywords began serving with the updated phrase match behavior. Microsoft Advertising followed with a similar change.
The current core match types in Google Ads are:
- Broad match: The widest reach. Ads can show for searches related to the meaning of the keyword, using signals beyond the exact words. It works best with smart bidding and solid conversion tracking.
- Phrase match: Ads show for searches that include the meaning of the keyword, with word order respected when it matters.
- Exact match: Ads show for searches with the same meaning or intent as the keyword, including close variants.
Regardless of match type, the actual query a person types can differ from your keyword, so reviewing the search terms report remains essential.
Broad Match Modifier in Automotive Marketing
Automotive advertisers once leaned heavily on BMM to cover the many ways people search:
- Dealerships: Keywords like +used +tacoma captured searches with years, trims and city names in any order.
- Collision shops: +collision +repair caught searches like “auto collision repair shop” or “collision repair insurance claim.”
- Parts brands: +jeep +wrangler +bumper reached many product variations without listing every combination.
If you inherit an older automotive account, those plus-sign keywords now act like phrase match. For example, a shop that relied on +transmission +repair should check its search terms to confirm traffic is still relevant, and may want to rebuild the keyword as standard phrase match for clarity.
Best Practices
- Clean up legacy keywords. Convert old BMM keywords to phrase match, and remove duplicates, so the account is easier to manage.
- Review search terms often. Look for irrelevant queries and add negative keywords.
- Use broad match with care. Pair it with smart bidding, accurate conversion tracking and strong negatives before scaling.
- Organize by intent. Group keywords by service, model or product so ads and landing pages stay relevant, which supports Quality Score.
- Protect your brand terms. Make sure broad and phrase keywords aren’t competing for traffic better handled by exact match campaigns.