There is no specific keyword match type or feature officially named "brand modifier" in Google Ads. However, the term might be mistakenly used to refer to a Broad Match Modifier (BMM) in the context of brand-related keywords, or it could imply the broader strategies used to manage your brand's presence and protect your brand terms within Google Ads.
It's crucial to understand that the Broad Match Modifier itself has been phased out by Google Ads. Its functionality has been integrated into the standard Broad Match type, which now intelligently understands user intent and can match to close variants without requiring the + symbol prefix.
Understanding the Broad Match Modifier (Deprecated)
Historically, the Broad Match Modifier (BMM) was a distinct keyword matching option in Google Ads that offered advertisers more control than a pure broad match. This keyword matching option in Google Ads allowed you to reach more customers by making your ads eligible to show for close variants of your broad match keywords.
Before its deprecation, you would add a plus sign (+) in front of individual words within your broad match keywords to signify that those specific words (or close variations of them) must be present in a user's search query for your ad to be eligible to show.
How Broad Match Modifier (BMM) Worked (Historical Context)
- Syntax:
+keyword +modifier - Functionality: Ensured that specific terms or their close variants were included in the user's search query.
- Example: If you bid on
+running +shoes, your ad could appear for searches like "best running shoes," "shoes for runners," or "athletic running footwear," but not for "walking shoes" because "running" was a required modifier.
The Evolution of Broad Match and Its Impact on Brands
Google Ads has continuously evolved its keyword matching behavior to prioritize user intent, largely replacing the need for BMM. Current broad match now incorporates the intelligence previously offered by BMM, along with machine learning to understand the meaning behind searches.
Current Broad Match Functionality
Today's broad match can effectively capture relevant variations and intent-based queries, even if the exact keyword terms aren't present. For brand campaigns, this means:
- Broader Reach: Your ads might appear for searches related to your brand even if they don't include your exact brand name, based on implied intent.
- Smart Matching: Google's system identifies synonyms, singular/plural forms, misspellings, and related concepts.
While this can increase reach, advertisers managing brand campaigns often prefer tighter control to ensure their ads only appear for highly relevant, brand-specific searches.
Managing Your Brand in Google Ads
When advertisers discuss "brand" and "modifiers," they are generally referring to the strategic use of keyword match types to protect and promote their brand name effectively.
1. Brand Keywords
These are keywords that specifically include your brand name or variations of it. They are crucial for ensuring your ads appear when users search directly for your products or company.
| Match Type | Keyword Example | How it Works for Brands |
|---|---|---|
| Exact Match | [Your Brand Name] |
Your ad shows only for searches that are the exact brand name or close variants (e.g., misspellings, plurals). Provides the most control and highest relevance for direct brand searches. |
| Phrase Match | "Your Brand Name" |
Your ad shows for searches that include your brand name (or close variants) within a phrase. Offers good control while allowing for additional words before or after the brand name (e.g., "Your Brand Name reviews"). |
| Broad Match | Your Brand Name |
Your ad may show for searches broadly related to your brand, including synonyms, misspellings, and related concepts. Offers the widest reach but can lead to less relevant impressions if not managed with care. |
2. Brand Protection with Negative Keywords
To prevent your ads from showing for irrelevant or undesirable searches, especially with broader match types, negative keywords are essential for brand safety.
- Example: If your brand is "EcoWear" and you sell sustainable clothing, you might add negative keywords like
-ecolior-ecologyto prevent your ads from showing for unrelated searches. - Competitor Protection: You might also add competitors' brand names as negative keywords if you want to avoid showing up for their branded searches (unless your strategy is to bid on them).
3. Strategic Use of Match Types
For most brand campaigns, a combination of exact match and phrase match for your core brand terms is recommended to ensure high relevance and efficient spending.
- Core Brand Terms: Use exact and phrase match for your brand name (e.g.,
[MyCompany],"MyCompany shoes") to capture high-intent searches directly targeting your brand. - Brand + Product/Service: Use phrase match for terms like
"MyCompany reviews","MyCompany support", or"MyCompany pricing"to capture specific inquiries related to your brand. - Broader Discovery (Use with Caution for Brands): While broad match offers extensive reach, using it for core brand terms without robust negative keyword lists can lead to wasted spend on irrelevant searches. It's often better reserved for non-brand campaigns focused on discovery.
Conclusion
In summary, a "brand modifier" is not an official Google Ads term. The concept likely stems from the now-deprecated Broad Match Modifier (BMM), or it refers to the strategic use of various keyword match types (primarily exact and phrase match) and negative keywords to effectively manage, protect, and promote your brand within Google Ads.
