I often work with clients on their go-to-market strategies wherein I often use Google Ads as my go-to channel for getting some early feedback on the product. Often, most Google Ads account managers put very few keywords and just a few ad groups. Sometimes are not matched correctly. Almost always there are none of the optimizations that can help these early stage companies target the right segment and do so at the cost of buying the customer a cup of coffee. I am going to talk about these optimizations in the following blog post today.

Using Broad match modifiers (+)

While you might be using broad match to match with similar keywords alongside negative keyword to filter out the unrelated options, you wont be able to filter out all the wrong possible keywords. Broad match modifiers gives you tighter control over matched keywords while still being less strict that ‘exact match’. It is a better technique that it allows you to pick certain keywords that should always be there in the matched query. To use this, simply put a + icon in front of the important keyword(s) and that would make sure that the matched search query contains the exact (or matching) keywords you want, without you having to use an exact match. …