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Amazon Ads Broad Match Modifier Match Type Explained

Published on April 22, 2025

About this video

Amazon Ads Broad Match Modifier Match Type Explained - The broad match modifier (BMM) is a keyword match type available in Amazon advertising campaigns that offers more precision than standard broad match. It allows advertisers to designate specific words within their keyword phrase that must be present in a customer's search query for the ad to be eligible to show.

## How Broad Match Modifiers Work To use a broad match modifier, you add a plus symbol (+) directly before the word(s) in your keyword phrase that you require to be in the search query. For example, if your keyword is +kids +shoes, your ad would only be eligible to appear for searches that contain both "kids" and "shoes," regardless of the order or other words present. Searches like "running shoes for kids," "kids waterproof shoes," or "shoes kids sale" could trigger the ad, but searches like "toddler sneakers" or "running shoes" would not, because they lack one or both of the required terms.

## Comparison with Other Match Types

* Broad Match: Standard broad match gives Amazon the most flexibility, allowing ads to show for synonyms, related terms, and variations of the keyword, potentially leading to less relevant traffic. BMM provides more control by ensuring essential words are included. * Phrase Match: Phrase match requires the keyword phrase to appear in the search query in the exact order, although other words can appear before or after the phrase. BMM is less restrictive on word order; the required words just need to be present somewhere in the query. * Exact Match: This is the most restrictive type, requiring the search query to match the keyword exactly, with only minor exceptions like plurals. BMM is less restrictive and can capture variations in phrasing and word order that exact match would miss, potentially attracting more search volume for the core concept.

## Benefits of Using Broad Match Modifiers

* Improved Relevance: Ensures that core components of your keyword are present in the search, leading to more relevant matches compared to standard broad match. * Keyword Discovery: Helps uncover relevant long-tail search terms and variations you might not have thought of, similar to broad match but with more control. * Balanced Control: Offers a middle ground between the wide reach of broad match and the restrictiveness of phrase or exact match. * Increased Impressions: Can help overcome low impression volume sometimes associated with overly restrictive exact match campaigns by capturing a wider range of relevant queries.

## Considerations While BMM reduces irrelevant matches compared to standard broad match, you may still generate some unwanted searches. It's important to monitor performance and use negative keywords to exclude irrelevant terms.

## Availability Broad match modifiers can be used in both Sponsored Products and Sponsored Brands manual campaigns. When setting up keywords with modifiers, you select "Broad" as the match type in the campaign interface; the "+" symbols dictate the modifier behavior.

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Transcript

Hi guys and welcome to another video on Amazon YouTube channel. In today's video, I'll be covering additional topic around match types. And by the end of this video, you will know which match type is actually the most specific one that generates longtail search terms for your campaigns. Stay tuned. So on my previous video, I covered three basic match types which are exact, phrase, and broad. But this time I'm going to uncover this broad match modifier. So what it is in basically just a broad match type with a plus before every word in a keyword. In order to enable and use broad match modifier, you need to add a plus sign to every word that you use in a keyword. So it's going to be plus organic space plus puppy space plus food or whatever you use. What you will end up using with using broad match modifier is that every search term that's generated from this match type. It must include every word that you defined in a keyword. So here organic, puppy and food need to appear in every search term generated which enables you to be very specific and you will harvest really useful longtail intent search terms by using broad match modifier. So as an example for organic puppy food you will see best puppy organic food on sale. So as you can see the order of the words inside a search term doesn't have to be always the same as defined as in organic puppy food in broad match modifier which is completely opposite of phrase match because in phrase match whatever you define as a as a keyword must appear as a search term with the with the exact same order of words inside. So for example um it would be like vaccines. Okay, let's do this one as a keyword. So imagine that this was a phrase. So vaccines for puppy would be would generate only search terms that start with vaccines for puppy then something something or a word before vaccines for puppy while with the broad modifier it can be all scrambled up but it needs to include those. Uh here are a few more examples. So, organic puppy food can be my dog was puking organic puppy food or plastic puppy toys can be puppy toys made from plastic. So, there you go. You have puppies, you have puppy, you have toys, and you have plastic. Just the order of the word is completely different, but it's still specific to what you want to bid on. Plastic puppy toys. Again, best puppy toys made from organic plastic. That's a really wonderful search term. Then you can get more specific. For example, if you're selling uh silver jewelry, you can type and only silver and ring and you will generate only search terms consisting of those two words. So it can be silver ring for ladies, silver ring for wedding, wedding ring from sterling silver, silver 925 or what is a sterling silver ring. So as you can see the order of the word really doesn't matter. This is huge opportunity for harvesting good search terms which then you can uh move to your exact match campaigns and maybe target them uh over there with a higher bid. What is also good here that broad match modifier campaigns will not generate ad waste as you can very frequently experience with the broad campaigns uh sorry the broad match types because it's it's more specific. It's like a it's more similar to phrase match actually than the broad match. So it's a it's a fourth match types rarely used but really test it out on your category and see if it works or not. I've seen also reports that people are complaining that for sponsor product it doesn't work. It only works for sponsor brands. I didn't see that for the campaigns that I managed it works on on every occasion. So test it out, play with it and let me know how it works or if you have any additional questions around it. I think you will be really happy with the results by using this one. So stay tuned for more videos to come.

Frequently asked questions

What is broad match modifier in Amazon PPC and how do you format it correctly?

Broad match modifier is a variation of broad match that requires every word marked with a plus sign to appear somewhere in the customer's actual search query. To use it, you add a plus symbol directly before each word in the keyword, with no space between the plus and the word. For example, the keyword +organic +puppy +food tells Amazon that any search term triggering your ad must contain all three words: organic, puppy, and food. The words can appear in any order and additional words can appear before, after, or between them. The match type is still set to broad in Campaign Manager; the plus signs modify the behavior rather than being a separate dropdown option.

How is broad match modifier different from phrase match, and when should you use one over the other?

The critical distinction is word order. Phrase match requires the keywords to appear in the exact sequence you defined, though additional words can surround the phrase. Broad match modifier has no word order requirement: all marked words must be present in the search query but can appear in any arrangement. This makes broad match modifier more flexible than phrase match for capturing long-tail variations where shoppers express the same intent using different word orders. For example, a phrase match keyword "vaccines for puppy" will only trigger on queries where those three words appear in that exact sequence, while +vaccines +puppy would also trigger on "puppy vaccines nearby" or "do puppies need vaccines." If the order of your core keywords matters for relevance, use phrase. If you want any arrangement of your core terms, use broad match modifier.

What makes broad match modifier useful for search term harvesting, and how should results be used?

Because broad match modifier requires your core words to be present but allows any additional words and any order, it surfaces long-tail search terms that you would not have thought to target in exact match and that standard broad match would have buried among irrelevant queries. The search terms generated often reveal specific, high-intent phrases that real shoppers are using, such as "best puppy organic food on sale" or "sterling silver ring for wedding," which can then be extracted and added to exact match campaigns with higher bids. This makes broad match modifier particularly effective as a structured discovery tool: run it at a conservative bid to collect data, review the search terms report regularly, and graduate the best performers to dedicated exact match campaigns where they can receive more precise bid management.

Does broad match modifier work in both Sponsored Products and Sponsored Brands campaigns?

Based on the campaigns covered in the video, broad match modifier works in both Sponsored Products and Sponsored Brands manual campaigns. Some sellers have reported inconsistent behavior in Sponsored Products specifically, but the practical experience described is that it functions as expected across both campaign types. The setup process is the same regardless of ad type: select broad as the match type and add the plus signs to each required word in the keyword field. Given the reports of variability, testing it in your specific category and account is worthwhile before scaling investment in BMM campaigns, and comparing search term results against what you see from phrase and standard broad match in the same category will quickly reveal whether it is generating the targeted long-tail traffic it is designed for.