What is the primary function of the broad match modifier?

The primary function of the broad match modifier (BMM) is to provide a more controlled version of broad match targeting in Microsoft Advertising. Broad match, without modifiers, allows an ad to show for searches that include misspellings, synonyms, related searches, and other relevant variations of a keyword. BMM, indicated by a '+' symbol before one or more keywords, ensures that the ad will only show for searches containing those specific words or close variations of them, regardless of word order. This means the search query must include the modified term(s) to trigger the ad. Close variations include plurals, misspellings, and abbreviations. For example, if you use the keyword '+red +shoes', your ad will show for searches like 'red shoes', 'buy red shoes', or 'comfortable red shoes'. It will not show for searches like 'blue shoes' or 'shoes red', because 'red' is a required term. Therefore, BMM offers increased control over keyword targeting compared to standard broad match by restricting the ad to searches that include the specified modified terms, preventing irrelevant ad impressions while still allowing for some flexibility through close variants and word order variations.