New keyword targeting feature for advertisers in the UK and Canada - Inside AdWords.

AdWords customers in Canada and UK will now get to use keyword match modifier, which lets one have a broader reach with keywords than phrase math and even wider control than the current broad match keywords. The modified broad match will result in more clicks and conversions, against exact and phrase matching alone.
The modified broad matching could be enabled simply by adding a plus sign (+) in front of one or more words of a broad matching keyword phrase;

Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemming (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants.

Click to enlarge

In the illustration above, in each ring the keyword shown also matches the searches inside the smaller rings, and that is how exactly the system works.

If you're in Canada or the UK, you can log into your AdWords account to start adding modified broad match keywords today. You can also use the AdWords Editor or the AdWords API. For more details, examples, suggestions on usage, and answers to many common questions, visit the AdWords Help Center.


New keyword targeting feature for advertisers in the UK and Canada - Inside AdWords