Have You Used Broad Match Modifier in AdWords?

I have a confession. I have not used the new broad match modifier available in Google AdWords yet. Each time I think I am going to test, I hesitate because I don’t feel as if I understand it.

Search Engine Land walks through a broad match case study, which really helped explain the modifier.

Google has a great tutorial on implementing the broad match modifier.

If practice makes perfect, let’s run through an example using LFI:

Current campaign: “leapfrog interactive marketing”

Broad match: +leapfrog +interactive +marketing

Result: Increase clicks and impressions

Current campaign: digital agency

Broad match: +digital agency

Result: Improved ROI

Current campaign: PPC company

Broad match: +PPC company

Result: Improved ROI