Google’s Broad Match Modifier match type allows you to use a keyword in a similar way to broad match but removes the advanced match option.
Currently if you bid on the keyword “bathroom tap” Google says “well that’s kind of the same as a bathroom plug”, and will match your tap ad to the plug ad and if you don’t sell plugs then your wasting traffic (I know, I know you can use negatives here to stop that but will 1,000’s of searches sometimes that’s hard to get all of them).
So sometimes the best option is to switch to BMM (Brad match Modifier) where you simply add the +symbol in front of every keyword that you want to say “I only want to match if this keyword is in the search query”
So, with our example we would change the keyword from “bathroom taps” to “+bathroom +taps” and will match your add to searches such as “modern taps for my bathroom” (as its still broad match) but not “modern plugs for my bathroom”
switching keywords from Broad to BMM will improve your traffic quality, reduce wasted clicks & cost and improve ROI