Google AdWords recently introduced a new keyword match option called Modified Broad Match. At a high level, modified broad match fills in the gap between phrase match and broad match. Which is great news, especially for companies using Google AdWords in highly competitive spaces. So let’s begin the Google AdWords Training!

• What exactly is modified broad match?
• How do I use modified broad match?
• What does it mean to my AdWords Campaign?

What is Modified Broad Match?

Modified broad match provides more flexibility with the targeting of your AdWords campaign. You will find Modified Broad Match to be more useful if you are currently using both broad and phrase match types.

This new match type option allows you to better control your broad match targeting and in the case of long tail keywords – you can select which keywords you want to apply the modified broad match rule to.

By placing a + sign in front of a broad match keyword, your AdWords ad will only be served for search terms that contain the exact keyword or contain close variants of the keyword. Google defines close variants as misspellings, singular and plural forms, abbreviations and acronyms, and stemmings. Related search terms like apple and fruit, or synonyms like smart and intelligent are not close variants.

So you can now tighten up your broad match keywords or even portions of your broad search terms that contain multiple words (i.e. cakes, chocolate cakes, red velvet cake).

Google AdWords Training – How Do I Use Modified Broad Match?

The implementation is pretty straightforward. When you add a new keyword, you put a plus symbol in front of your keyword.

For example:

+Google +AdWords +Training

Applies modified broad match to all three individual words for the keyword: Google AdWords Training

You could also elect to put a + sign in front of one or two of the individual words in any combination you choose.

Incorrect examples of applying modified broad would be:

+Google+AdWords+Training or…

+ Google + AdWords + Training

What does Modified Broad Match mean to my AdWords Campaign?

Well, that depends on your campaign(s), your industry, your budget and a whole host of other questions. But modified broad match appears to offer a much needed tool to fill the gap between phrase based and broad match types.

You will need to test this new match type for yourself and determine what is best for your business. I have seen clients that run AdWords campaigns in competitive markets where phrase match was the best option. Broad match produced too many generic, unqualified clicks, phrase match worked well but their budget could support more clicks. Modified broad match presents an opportunity to expand reach to qualified impressions without serving ads to unqualified surfers. Especially if you are targeting multi-word keywords that are fairly generic “tree houses”.

Google AdWords Training for Modified Broad Match

If you are a highly proficient Google AdWords professional, I would recommend setting up structured tests to evaluate the effectiveness of modified broad match on your AdWords campaigns.

If you are learning your way in Google AdWords and are not sure how to most effectively use this new keyword match type, here are some recommended resources:

Google’s Official Page on Modified Broad Match

Inside AdWords Google’s blog and explanation of the new match type

Read, test, monitor and improve. If you need to learn more, you may want to consider some Google AdWords Training. Or hire a Google AdWords Professional to improve your AdWords performance.

Niche Businesses Defined

A niche business generally operates in the low volume, high margin realm. This is achieved because the product supply is low, as is the demand for a unique product or service.  Once the product becomes mainstream, more competition enters the market and the business model shifts away from what I consider a traditional niche based business.

My clients range from under $1 million in revenue to over $90 million in revenue annually.  I don’t see too many businesses that I would call truly niche earning over $20-$30 million in revenue.

What Drives Niche Business Success – the Product or the Marketing?

Consider some of these niche businesses:

• Tree Houses
• Residential Putting Greens
• Antique Hardwood Flooring
• Gorgeous, Furniture Quality Plantation Shutters

What Golfer Doesn’t Want This?

Depending on what appeals to you, these are very cool products.  I mean, who doesn’t like tree houses?  If you like golf, you’ve probably dreamed about having a putting green in your yard.  And the plantation shutters and the antique flooring appeal to those who like the finest things in their home – you should see these things – they are beautiful.  The products have great appeal – the companies are successful through niche business marketing.

Niche Business Products

In their own right, each of these niche businesses is quite successful – even during this economic downturn. And the product appeal and quality cannot be disputed.  So does a great niche product or service make a successful business?

It certainly helps – especially if the product can be established as the niche market leader.  A great product is a wonderful thing – but it’s not the only thing.

Niche Business Marketing

There is no denying a great, high quality product and a customer-centric focus does wonders for a niche business.  But the most successful niche businesses I have worked with approach their business as sophisticated marketers and business owners.  Meaning they do not personalize business matters and have a systematic approach to maintaining, improving and growing their niche business.

Great products help close the sale – but to get to that point, niche businesses need effective marketing.  And there is no medium out there that better supports niche business growth than the internet and search engines.  Go into your town and look for the custom, residential putting green installation store.  I’m guessing you don’t have one.

Of course, you (and everyone else) would likely have started with Google or another search engine if you were seriously considering a backyard putting green.  That’s why the most successful niche businesses:

• Have great products
• Run their business like a business – not a hobby
• Invest in internet marketing

Niche Business Success – Great Product or Great Marketing?

It starts with marketing.  I’ve seen far less exciting products fare extremely well when backed by hard work, discipline and an effective marketing process.

But if you have a remarkable product and great marketing, that’s the key to successful niche business ownership.