Modern broad match modifiers: What symbol should replace the old format in Google Ads?

Striking the right balance between reach and keyword specificity has always been a challenge in paid search marketing. Broad Match Modifiers (BMMs) once provided a solution by allowing advertisers to target ads based on specific keywords without limiting impressions too much.

Though BMMs were phased out in 2021, the need for smart keyword control persists in today’s automated, machine-learning-driven search landscape.

As we reconsider the idea of BMMs for modern campaigns, one key question arises: What symbol could represent the modern broad match modifier? This post evaluates creative symbol options for modern keyword control and explores how advertisers can simulate BMM behavior today.

Why symbol choice matters in keyword match types

They include:
1. Workflow efficiency

• The symbol must be simple to type and instantly recognizable.
• Must work flawlessly on devices, tools, and platforms like Google Ads, spreadsheets, and bulk editors.
• Helps media teams work more quickly without disrupting their workflow.

2. Campaign clarity

• A clean, simple symbol reduces misreading in keyword strategy.
• Eases team collaboration and improves new member onboarding.
• Streamlines campaign logic, especially in team documents.

3. Platform parsing

• The symbol must not interfere with existing syntax used for coding, scripts, or URLs.
• Ad-serving platforms need to parse it appropriately without technical debates.
• Assists automation and intelligent bidding technologies in reading the keyword intent accurately.

4. Strategic reinforcement

• An accurate symbol transmits human intention in keyword selection.
• Assists in the balance between humans and automation.
• Strengthen the core BMM intention: accuracy without diluting reach.

Should Google bring back the + symbol for modified broad match?

Broad Match Modifiers (BMMs) originally used the plus sign (+) to indicate that specific words must be included in a user’s search query.

For example, +running shoes would trigger ads for searches like “buy running sneakers” or “top running shoes,” but not for broader terms like “sports shoes.” The plus sign was a lovely solution, easy to type, inconspicuous, and clean-cut for teams and clients to understand.

How to choose the best symbol for a modern BMM

Key Selection Criteria for a New Broad Match Modifier Symbol
1. Ease of typing

• It should be readily accessible on any standard keyboard.
• Should not require special characters, plugins, or complex shortcuts.
• Enables speedy adoption on platforms and devices.

2. Visual simplification

• Should read well in lists of keywords and editor tools.
• Should not fill up campaign exports, spreadsheets, or reports.
• Easier to scan and work with big sets of keywords.

3. Conceptual fit

• It must mean that the emphasized term is required in the user’s query.
• It should show emphasis or requirement on sight.
• Helps teams to know and apply intent without additional explanation.

4. Low conflict

• Should never interfere with syntax used in code, SEO tags, URLs, or analytics solutions.
• Should avoid characters already strongly charged with wildcard logic or coding.
• Makes clean platform parsing possible without tech errors or misinterpretation.

Evaluating symbols for keyword control in paid search

The symbols include:
1. Ampersand (&)

• Pros: Suggests connection or inclusion.
• Cons: Used a lot in URLs and code; may confuse systems.

2. Asterisk (*)

• Pros: Identifiable, familiar, and visible.
• Cons: Often used as a wildcard, which suggests flexibility rather than control.

3. Tilde (~)

• Pros: Not used much in PPC.
• Cons: Implies approximation, which conflicts with the precision-oriented nature of BMM.

4. Caret (^)

• Pros: Clean and sharp appearance.
• Cons: Primarily known in programming contexts, not widely familiar outside of tech circles.

5. Double Colon (::)

• Pros: Unique and distinctive in appearance.
• Cons: Not intuitive, cumbersome to type, and not friendly for team adoption.

The exclamation mark: The ideal modern broad match modifier

After carefully considering some symbols, the exclamation mark (!) is the most suitable for a modern Broad Match Modifier (BMM).

Here’s why it ticks all the correct boxes for today’s technology-driven, fast-paced advertising environment:

Example usage:

• Running shoes!
• Cheap! flight tickets
• Dog training classes!

Why it works:

• Indicates importance: The exclamation mark is globally recognized as conveying importance and urgency. Its natural visual impact automatically gives the impression that the following keyword needs to be included, which matches the primary function of BMMs, to indicate that these words must be included in a user’s search query.
• Keyboard friendly: The exclamation mark is easily found at Shift+1 on every keyboard and device. This simple keystroke makes it simple to plug into workflows, which is advantageous for campaign managers working with desktop platforms, mobile portals, or exporting to spreadsheets.
• Low confusion: Exclamation marks are seldom used in keyword tactics today. They are conclusive in pay-per-click campaigns to avoid disputes with frequently used symbols like the plus sign (+) or asterisk, achieving seamless activation without confusion.
• Strong visual signal: Bold and prominent, the exclamation mark stands out in long lists of keywords so that users can quickly identify words that must be added to search queries. With high visibility, keywords become instantly recognizable.

Real keyword examples using the new BMM symbol

Let’s say you are running a campaign for running gear.
Keyword example: ! Running shoes sale. Your ad would show for:

• “Best running shoes”
• “Discounted running shoes online”
• “Running shoes for marathons”

But not for:

• “sports footwear deals”
• “Sneakers for walking”

How to replicate BMM behavior using phrase and broad match

Here’s a straightforward approach to replicating the behavior of Broad Match Modifiers (BMMs) using Phrase and Broad Match keywords:
1. Use a combination of phrases and broad match keywords

• Phrase match: Phrase match keywords ensure that your ads appear when the search query includes your exact keyword or a close variation. This helps target users with more specific intent while allowing some flexibility.

Example: “running shoes” will trigger ads for queries like “buy running shoes” or “best running shoes for women.”
Broad match: Broad match keywords allow your ads to appear for various search queries, including synonyms, related terms, and variations.
For example, running shoes might trigger ads for searches such as “sports footwear” or “jogging shoes.”

2. Leverage negative keywords to refine reach

• Negative keywords: Use negative keywords to prevent your ads from showing for irrelevant or unwanted searches.
• Example: If you are targeting “running shoes” but want to avoid showing ads for “children’s shoes,” you could add “children” as a negative keyword.

3. Use multiple keyword variations

• Broad match modifiers alternative: Since BMMs allowed flexibility while requiring certain words, you can achieve similar results using multiple keyword variations with broad and phrase matches.
• Example: To target shoes, you could use “running shoes,” “athletic shoes,” and “sports shoes” (in broad match) to cover a variety of search terms while maintaining keyword relevance.

4. Adjust bidding strategy for broad match keywords
Since broad match keywords have the potential to generate a wider range of impressions, you can adjust your bids to prioritize high-converting queries while still maintaining a broader reach.

5. Monitor and optimize campaigns
Regularly review your search terms report to identify and refine keywords that are too broad or restrictive. Adding more targeted keywords or excluding irrelevant ones can fine-tune your strategy to replicate the precision that BMMs once provided.

Why it’s time to rethink keyword control

As search advertising becomes more automated and machine-driven, the human touch has to evolve, not disappear. The Broad Match Modifiers (BMMs) theory was based on targeting, requiring keywords without sacrificing reach. While the original plus sign was effective, the exclamation mark (!) is a clean, intuitive, and technically sound improvement.

From strong image signals to overall keyboard availability and decreased system conflict, the exclamation mark is the best option to redefine keyword control for the post-BMM era. Its application allows advertisers to bring back exact campaign targeting while still being sensitive to algorithmic change.

FAQs

Q. 1 Why did Google stop using the plus sign (+) in keyword targeting?

The plus sign was usable but became problematic since it was widely used in URLs, programming, and shorthand. This duplication created technical ambiguity and confusion, prompting platforms like Google Ads to drop it.

Q. 2 Why is the exclamation mark (!) a better replacement for modern BMMs?

The exclamation point conveys emphasis and importance by its very nature. It is visually distinct, underused in contemporary PPC syntax, and instantly conveys that a keyword is required, exactly in keeping with the original intent of BMMs.

Q. 3 Could (!) usage confuse users or advertisers?

While any new symbol does involve a brief learning curve, the exclamation mark’s absolute visual boldness and accepted meaning make it highly intuitive. Most advertisers would adapt very quickly, especially with proper documentation and training.

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