Under Broad Match, there is “Broad Match Modifier”. These ads are shown if the keywords appear in the user’s search query if they are exact, or in a close variant form.
Keywords should be highlighted with “+” to showcase that they need to be part of the search query to show up. The only time the ad wouldn’t show up would be synonyms.
Update: July 2021
As of July 2021, Google Ads, Microsoft Advertising and Yahoo! Japan are phasing out Broad Match Modifier. Some of the behaviors of Broad Match Modifier are going to be added to Phrase Match type instead.
Be sure to check with your advertising agency if there’s anything you need to do on your end for this change.
For War Room clients, we have changed how we process the broad match modifier function in keyword templates in inventory campaigns, and will now generate a new phrase match keyword instead of a broad match keyword. You won’t be required to make any changes to campaigns, we will do that for you.