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.
Ad tech glossary
Broad Match Modifier (RIP)
Technical definition
A deprecated match type that allowed advertisers to specify that certain words must appear in any order for ads to show.
The ADLINGO translation
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Related terms
- Ad Rank
- Discovery Campaigns
- FLEDGE (First Locally-Executed Decision over Groups Experiment)
- FLoC (Federated Learning of Cohorts)
- Local Service Ads
- Match Types
- Maximize Conversion Value
- Negative Keywords
- Performance Max
- PRAM (Partnership for Responsible Addressable Media)
- Privacy Sandbox
- Project Rearc
Where this shows up
Google Monopoly for the CMO
When asked what today's ruling against Google means for advertisers, here is what I say. (Without making a prediction about a breakup.)
Monetizing AI Overviews
Ads in Google's AI Overviews are already natively integrated for immediate shoppability. What does this mean for advertisers, publishers, and the future of the ad supported Internet?
