How do you use broad match modifier keywords in Google Ads?

Broad match modifier keywords in Google Ads are a type of keyword match type that allows you to specify which words in your keyword must be included in a search query, while still allowing for some flexibility in matching. Here's how to use broad match modifier keywords in Google Ads:

1. Add a "+" symbol: To use broad match modifier keywords, add a "+" symbol in front of the words in your keyword that must be included in a search query. For example, if you want to target the keyword "red shoes," but also want to capture variations such as "red running shoes" or "women's red shoes," you could use the broad match modifier keyword "+red +shoes."
2. Set up ad groups: Set up ad groups for your broad match modifier keywords, and add ad copy and ad extensions that are relevant to each ad group.
3. Monitor search terms report: Monitor your search terms report to see the actual search queries that triggered your ads. Use this data to identify new keyword ideas and refine your broad match modifier keywords.
4. Use negative keywords: Use negative keywords to exclude irrelevant or unrelated search queries from your campaign. This can help you improve your ad relevance and reduce wasted spend.
5. Optimize bids: Optimize your bids for broad match modifier keywords based on their performance and relevance. Use bid adjustments to increase or decrease bids for specific keywords or ad groups.
6. Test and refine: Continuously test and refine your broad match modifier keywords to improve their performance and relevance. Use A/B testing and other optimization techniques to refine your keyword strategy and improve your ad relevance.

By using broad match modifier keywords in Google Ads, you can capture a wider range of search queries while still maintaining control over your ad targeting. This can help you improve your ad relevance, quality score, and overall campaign performance.