Rehan - 6:31 pm on May 11, 2010 (gmt 0)
For quite a while, many of us have wished for the return of standard (non-expanded) broad match in AdWords, and Google has finally introduced something close to it -- Modified Broad Match.
Read more on the official AdWords blog at [adwords.blogspot.com...]
If you prefix a keyword with the + modifier, the keyword must appear in the user query "exactly or as a close variant". That means +shoes could appear for "shoe" but not for "boots".
I'm sure I'm not the only one that has been very cautious with broad match because of the lack of control in how it's expanded to match other queries. Modified broad match makes a big difference for this issue. The blog post says:
During initial tests, advertisers who mainly used phrase and exact match found that adding modified broad match keywords increased campaign clicks and conversions, while providing more precise control than with broad match.
For now it's available only for advertisers in Canada and the UK, though.