adCenter developments - Microsoft finally introduces modified broad

Throughout the last couple of years, Google has released a myriad of updates, from the addition of Labels, enhancements to Ad Rotation and the addition of Auction Insights to name just a few.

One of the changes that particularly caught our eye was the addition of the Broad Match Modifier in late 2010. This allows advertisers to place plus signs in front of their keywords so that they can better control the types of searches that trigger their ads. Essentially, all keywords that are preceded by a plus sign must be included somewhere in a user’s search query.

This was a huge update from Google - it allows for greater reach than phrase match, but far more control than the basic broad match alone.

For example, with the keyword ‘colour contact lenses’ there were previously only three matching options:

coloured contact lenses – broad match

“coloured contact lenses” – phrase match

[coloured contact lenses] – exact match

Now with modified broad, advertisers can ensure that certain keywords are always present in a search query, whilst also taking advantage of the fact that these keywords don’t have to appear in a particular order (as with phrase match). They also no longer need to worry that their ads may be matched against entirely irrelevant searches, such a ‘camera lenses telephoto’ (as sometimes occurs with broad match).

We’re now able to run keywords in multiple ways, for example:

+coloured +contact +lenses

+coloured contact +lenses

+coloured +contact lenses

Our paid search team has seen some fantastic results from using modified broad. For example, over the last month, the modified broad keyword ‘+coloured +contact +lenses’ has seen a click through rate (CTR)  more than 5 times higher than the same keyword on broad match alone. It also generated a significantly higher sales volume.

This isn’t a one-off success either – we’ve seen similar improvements in click through rates and conversion rates across all of our accounts using modified broad match.

Microsoft recently decided to offer modified broad match as well. This is great news and is another indicator that AdCenter is continuing to move in-line with the service currently offered by Google.

In the coming month, Crafted will be looking to test the new modified broad match across all of our clients using Microsoft adCenter.

We are expecting to see some great results, so watch this space!

Written by John Stuchfield