New broad match modifier keywords can no longer be created in Google Ads. Google stopped letting advertisers add new broad match modifier keywords in July 2021, and existing BMM keywords now behave as phrase match. If you are running an account that was built before then, you are still living with the way it worked.
Match types decide which searches your ads appear on, and that affects what you pay. Broad match modifier let advertisers insist on certain words while leaving the rest of the query open. It is gone, but the thinking behind it still runs your Google Ads campaigns.
Broad match modifier (BMM) is worth understanding because updated phrase match inherited how it behaved, and because the same search term data joins up your PPC and SEO strategies. Getting the match types right is a practical way to cut wasted spend in Google Ads.
What is Broad Match Modifier and Why Does It Matter for Advertisers?
Broad match modifier was a keyword match type in Google Ads that gave advertisers more control than regular broad match. It used a plus sign (+) before specific words in your keyword phrase. This told Google that those modified words must appear in the user’s search query for your ad to show to consumers.
For businesses, the broad match modifier worked by requiring certain words to be present in searches while allowing flexibility for location-based terms. If you used +plumber +Dublin as your keyword, both “plumber” and “Dublin” had to appear in the search term. The query could include additional words like “emergency,” “best,” or “24 hour,” but your modified terms were mandatory.
Cork Restaurant Example:
Before July 2021, a Cork restaurant using +restaurant +Cork could capture searches like:
- “best restaurant Cork city”
- “family restaurant Cork”
- “Italian restaurant Cork”
It also kept out irrelevant traffic from other cities.
Irish businesses found BMM especially useful because it helped control ad spend while maintaining reach across Ireland’s diverse local markets. The broad match modifier in Google Ads helped advertisers reach relevant traffic without triggering ads for searches in the UK or other markets.
How Did Broad Match Modifier Work in Google Ads?
Using broad match modifier in campaigns meant deciding which words carried the local relevance. You did not modify every word in the phrase, only the terms that had to appear in a user’s search.
The system worked by matching searches that include the meaning of your modified keywords. If you used +accountant +Dublin, Google would show your ads for searches like “chartered accountant Dublin,” “tax accountant Dublin city,” or “find accountant Dublin area.” The modified terms could appear in any order within the search query. For accountant SEO strategies, this understanding helps optimise both paid and organic campaigns.
Irish advertisers particularly benefited from BMM’s ability to handle close variants. This meant plurals, misspellings, and local terminology could trigger your ads. A +solicitor keyword used to match searches for “solicitors,” “legal advisor,” or even “lawyer” depending on context, which matters in the Irish legal market when people search for the same service in different words.
The flexibility of BMM made it ideal for businesses expanding into new counties. You could identify new keyword opportunities by reviewing search terms that triggered your ads across different regions. Understanding how local SEO affects your search rankings can help replicate this expansion strategy for organic search.
How is Broad Match Modifier Different from Other Keyword Match Types?
Understanding different match types helps businesses choose the right strategy for local campaigns. Exact match is the most restrictive option, showing ads only when someone searches your specific keyword or close variants. For a dental practice, this might mean the keyword dentist Dublin showing only for exact searches and missing valuable traffic.
Phrase match requires your keyword phrase to appear in the search query in the same order. Additional words can come before or after, but the core sequence must remain intact. This match type allows controlled expansion while maintaining relevance for locations.
Broad match provides maximum reach but minimal control across searches. Your ads may show on searches that barely relate to your business. Without negative keywords excluding UK terms, broad match can quickly drain budgets on irrelevant clicks from outside Ireland.
Broad match modifier sat between these extremes for advertisers. It provided more control than broad match while offering greater reach than phrase match or exact match. The ability to specify which words must appear gave businesses precision without sacrificing discovery potential across different counties and cities.
Why Irish Businesses Used Broad Match Modifier
- Exact match: your keyword and close variants.
- Phrase match: your keyword phrase, in order, with other words allowed before or after.
- Broad match: the widest reach, with the least control.
BMM sat between reach and relevance in a way no other match type managed. For a business bidding in a busy local market, that was the whole point of it.
For a small Irish business on a tight budget, that control could decide whether a campaign paid. BMM kept ads off completely irrelevant searches while still picking up local traffic, which meant fewer wasted clicks on UK-based searches.
Discovery potential set BMM apart for businesses expanding their reach. You could uncover profitable keyword opportunities across different regions that you might never have considered. A Dublin-based business might discover strong demand in Cork or Galway through BMM search term analysis.
The flexibility to control which words were mandatory gave advertisers strategic local options. You could modify location names to ensure local targeting while leaving service terms unmodified for broader reach across Ireland. This granular control was not available with the other match types and was particularly valuable in Ireland’s regional market structure.
Are Irish Businesses Wasting Money in Google Ads Without Proper Match Type Strategy?
Poor match type choices can waste money in Google Ads. Many advertisers default to broad match because it seems simple, but this approach often leads to irrelevant traffic from the UK and blown budgets.
Consider an Irish fitness equipment company using the broad match keyword “exercise bike.” This could trigger ads for UK searches about “exercise bike London,” “bike shops Manchester,” or “exercise classes Birmingham,” none of which relate to selling equipment in Ireland. The Irish advertiser is likely to pay for clicks that do not convert.
Broad match modifier used to solve this problem, but new keywords can no longer be added with the +keyword notation. Today, phrase match and location negative keywords do the job. Use phrase match on keywords such as “exercise bike Ireland”, and add UK places such as London, Manchester and Birmingham as negative keywords.
Different match types do different jobs. A working account usually uses more than one, with location-based negative keywords keeping UK traffic out.
What Happened to Broad Match Modifier and How Does It Affect Advertisers?
Google began folding broad match modifier into an updated phrase match in February 2021. Advertisers were left with one fewer match type to manage.
The updated phrase match shows ads on searches that include the meaning of your keyword, even when the exact phrase does not appear. Google says it has folded in some of what broad match modifier did.
Existing BMM keywords now behave as phrase match.
The meaning of the keyword now matters more than the exact words, which counts for a lot when people in different areas use different words.
How Does Updated Phrase Match Compare to Broad Match Modifier?
The updated phrase match incorporates many characteristics of broad match modifier while maintaining relevance for local searches. Understanding these nuances helps businesses optimise modern campaigns effectively across different regions.
Like BMM, updated phrase match shows ads for searches that include the meaning of your keyword. Word order still matters, so a search that changes the meaning will not match. Additional location terms can appear before, after, or between your keyword terms.
The practical difference is that you now manage this with phrase match and negative keywords, not with the + notation.
Best Practices for Google Ads and SEO Integration Strategy
Google Ads and SEO feed each other, and the search terms report is where that starts. Smart Bidding and machine learning have changed how match types behave, but the local basics have not moved.
Keyword Research for Irish Markets
Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find the search terms people actually use. Focus on location-specific variations like “solicitor Dublin”, “accountant Cork”, “plumber Galway” and the same list will serve both PPC and SEO.
Feeding Irish PPC Search Terms Into SEO
Use search term reports from your Google Ads campaigns to find organic keywords for your website. Terms that convert in PPC are usually worth targeting in SEO, and one landing page can serve both if the location keywords are in it.
Content Structure for Irish SEO
- Use clear headings (H1, H2, H3) with location keywords
- Include meta descriptions and title tags with relevant terms
- Add internal links to business pages or location-specific blog posts
- Use alt text for images with local references
Read the search terms report regularly. Check which queries trigger your ads in each region, add the local terms worth having as keywords, and use negative keywords to keep UK traffic out of an Ireland-only campaign.
Local Targeting Tactics for Google Ads Campaigns
Ireland is not one market, and a campaign built for Dublin rarely works unchanged in Waterford. Local search behaviour and location-based settings shape the return on a campaign.
Localised Keyword Strategies: Include cities, counties, and regional terms in your keyword lists. “Wedding photographer Kilkenny,” “electrician Waterford,” or “marketing agency Limerick” capture local intent more effectively than generic terms.
Geographic Negative Keywords: Exclude irrelevant terms like “London,” “Manchester,” “Birmingham,” or generic “UK” terms for campaigns aimed only at Ireland. This prevents budget waste on users outside your service area.
Regional Campaign Structure: Consider separate campaigns for major cities (Dublin, Cork, Galway, Limerick) to better control budgets and messaging. Each region may have different search volumes and competition levels.
Mobile Optimisation for Irish Users: Ensure campaigns are mobile-optimised.
Monitor Local Trends and Seasonal Patterns
Businesses must adjust their Google Ads strategies based on local trends, seasonality, and cultural events that affect search behaviour. Understanding these patterns helps optimise budget allocation and keyword strategies throughout the year.
Irish Seasonal Considerations:
- Back-to-school season affects educational services and retail
- Holiday shopping patterns differ from UK markets
- Weather-dependent services see seasonal variation
- Tourist season impacts hospitality and retail in certain regions
Cultural and Economic Factors: Monitor Irish economic trends, cultural events, and local news that might affect search behaviour. Budget Day, major GAA matches, or local festivals can create search spikes for related businesses.
Search Term Performance Analysis: Regular analysis of search terms helps identify emerging trends and opportunities. Use this data to inform both PPC campaigns and SEO content creation for sustained organic growth.
Using the same data for SEO
Technical SEO Elements
- Meta titles and descriptions with location keywords
- Header tags (H1, H2, H3) structured for local relevance
- Internal linking to business resources and location pages
- Schema markup for business locations and services
Content Optimisation
- Cover the local detail a reader needs, in plain words
- Include case studies and examples where possible
- Reference business regulations and market conditions
- Add testimonials from customers when available
If your campaigns are paying for the wrong searches, the search terms report will show it.
Match Type Rules for Advertisers
• Broad match modifier gave local control before it was folded into updated phrase match
• Use phrase match for location terms, such as “plumber Dublin”, because new keywords can no longer be added with the +keyword notation
• Geographic negative keywords excluding UK terms prevent budget waste for Ireland-focused campaigns
• The updated phrase match system carries over much of what BMM did
• Running PPC and SEO off the same search term data keeps both in step
• Regular search term analysis turns up new opportunities across different regions
• Seasonal and cultural factors unique to Ireland should influence campaign timing and keyword selection
• Local landing page optimisation can improve both paid and organic performance
• Understanding regional variations across counties helps set campaign structure and budgets
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