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Learn Google Ads: Broad Modified Keywords: Negative Keywords Set Up

All right, now broad modified. We also call it BMM or you can call it broad modified, or modifier, whatever suits you.

I quite like broad modified because it's going to give a variety of search terms and search queries, which will trigger your ads and you can then find out what people are putting in because every day I believe that about 15 to 20% of new search terms, which were never searched before in Google, because of voice, people are now talking into the devices and doing the search.

So every time we talk and say something, we say it in a different way. So if you want to get a good variety of search terms to trigger your ads, then I would say broad modified is the way to go. It keeps it very controlled and tight, and it doesn't go off in a tangent and showing your ads for really ridiculous keywords. So don't forget, you need to have that plus sign in front of it. Yeah, because I know people are going to point out when they see this recording, Oh, you didn't put the plus sign, this is a broad match and not BMM, so it is a BMM one.

So broad match could be, it will be like this, you would just put in the keywords like that. So it could potentially, show up for that keyword.  I've seen some wonderful search terms triggering the ad. So that's why I don't use a broad match. You could have accounts management or any kind of stuff, property cleaning, and so on. So you don't want to use a broad match unless you have got a very specific kind of campaign where you need to go after people who are looking for any kind of management. So broad, I won’t know unless we run on-call ads, but when you do run with broad match keywords, then make sure that you have a really good set of keywords as negatives. And the best way to do that is to create a negative list in your account and apply it to all your campaigns.

All you do is every time you find new search terms, which you want to put as negative keywords, put that in the account level, negative keyword list, and it's going to apply to all your campaigns. So you don't need to go into each campaign every time and put that same negative keyword for each one of them, put them at the account level unless you have got a very specific structure of your campaigns, where you are putting negative keywords at the ad group level or campaign level. But if it's just a generic one, let's say you don't want to show your ads for office or accounts.

Then these will straight away go into my account level negative list. And then I don't need to worry about it, whether I have got one campaign running or a hundred campaigns running, as long as they're all applied to that account level negative list, they, they will not show, and you should get this into a habit or a routine where you apply all the campaigns to your negative list. At least one to every two weeks or a month. It depends on how many new campaigns you set up every time in your account.

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