With ‘broad match’ keywords, the selected word stem, i.e. the keyword entered, is used as the basis for search terms with the same context. This is helpful to compensate for a missing keyword list and thus get a broad insight into the Google traffic.
Here is an example:
Broad match keywordAd placement for the following search terms diet plan low carbohydratescarbohydrate-free food low carbohydrate diets recipes few calories mediterranean diet plans dietary food low carbohydrate content
However, the Broad Match type includes another type, which is called “Broad Match Modified”. This type can be recognized by ‘+’ signs, which are inserted before each term. In contrast to the classic Broad Match, this one is more technical. Here, no keyword variants are formed with the given keyword elements, but a concrete character set query takes place, which is not bound to a word chain.
Broad match keyword in the subtype Broad Match ModifiedAd placement for the following search queries +diet +plan +less +carbohydratesplan for low carbohydrate diets little plan of dietary food with many carbohydrates
As can be seen in the second example, broad keywords can also include irrelevant search terms, which must be optimized in their relevance by excluding keywords, here e.g. “little plan” and +many +carbohydrates.