How does utilizing a broad match modifier keyword in Microsoft Ads impact ad eligibility compared to a standard broad match keyword?

A broad match modifier keyword in Microsoft Ads provides more control over which searches trigger your ads compared to a standard broad match keyword. A standard broad match keyword allows your ad to show for searches that include misspellings, synonyms, related searches, and other relevant variations. A broad match modifier keyword, denoted by a '+' sign before one or more words in the keyword, requires that those specific words, or close variations of them, be present in the user's search query for the ad to be eligible. For example, if you use the broad match keyword 'red shoes', your ad might show for searches like 'buy shoes', 'red sneakers', or 'shoes similar to red ones'. However, if you use the broad match modifier keyword '+red shoes', your ad will only show for searches that include the word 'red' (or a close variation) and the word 'shoes' (or a close variation), such as 'buy red shoes', 'red leather shoes', or 'where to find red shoes', but not for 'buy blue shoes' or 'comfortable shoes'. The broad match modifier ensures that the core meaning of the modified terms is present in the search, providing a tighter level of targeting than standard broad match while still allowing for some flexibility.