Broad Match Modifiers

What is the difference between a Broad Match and a Broad Match Modifier in your Sponsored Brands Goal at Perpetua?

Sadé Greene-Winter avatar
Written by Sadé Greene-Winter
Updated over a week ago

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Sponsored Brands Broad Match

Broad match types are treated differently between Sponsored Products and Sponsored Brands campaigns.

In Sponsored Brands goals, a broad match type offers the most traffic and exposure for your ad. Your ad will surface for all direct and close variation searches to your keyword regardless of the order of the words. This can include variations of the word such as plurals, synonyms, or other words related to the keyword.

Broad Match Modifiers

Broad Match Modifiers (BMM) are only available in a Sponsored Brands campaign and they act the same as Broad Match type in a Sponsored Product campaign.

In a Sponsored Brand Campaign, Broad Match Modifiers help your ad reach more shoppers while allowing for greater control over broad term searches by targeting engaged shoppers.

How do Broad Match Modifiers Work?

Adding Broad Match Modifiers ensures that certain keywords are always included in the search terms that you are bidding on.

Broad Match Modifiers position a plus sign in front of the broad match terms. This prevents your ads from surfacing for search terms that do not include the word that has been Broad Match Modified.

What Happens When You Add Broad Match Modifiers in Perpetua?

When you add Broad Match Modifiers in Perpetua, they will pause all the broad match keywords in the app and archive them in Seller Central. The new Broad Match Modified keywords will replace them and have a plus sign (+) in front of the word.

Here is a comparison of the Broad Match vs. Broad Match Modified type for the keyword "men shoes" in a Sponsored Brands Campaign.

💡 Pro Tip: If you want a certain word to always appear in any Broad-Matched keyword, add a broad match modifier by adding a ‘+’ symbol before the word.

  • For example, "men +shoes" may match to "boys shoes" or "male running shoes" since the word "shoes" is included in both terms, but not "men sneakers" which does not contain the word "shoes".

How to Apply Broad Match Modifiers in Perpetua

To start using Broad Match Modifiers in your Sponsored Brands Campaign, follow the steps below.

  • Select the Goal from your Sponsored Brands tab in the main left-hand menu.

  • On the right-hand side of the page, click on the "Advanced" icon.

  • Click on the "Broad Keyword Targeting" tab in the left-hand menu and select the option "Broad Match Modifiers". This will add Broad Match modifiers to all Broad Match keywords within this goal. Click "Done" to save the changes

  • Finally, click the "Update" button to save your changes.

Article last updated February 2024. If you find this information to be out of date, please contact

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