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# Broad Match Modifier (RIP)
- URL: https://www.adlingo.org/glossary/broad-match-modifier/
- Published: 2025-01-15T11:37:00.000Z
- Updated: 2025-01-15T11:37:00.000Z
- Description: A deprecated match type that allowed advertisers to specify that certain words must appear in any order for ads to show.
- Author: Travis Lusk
- Tags: Google & Regulation, #glossary, #Import 2026-10-27 17:05

A match type that worked, which is presumably why Google killed it. It gave you granular control over which keywords triggered your ads. "Improved" broad match replaced it, giving Google's algorithm more latitude to decide what counts as relevant. If your search terms report has gotten weirder since 2021, this is part of why.