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by Lucy Griffiths on 15th July 2010
Google’s AdWords keyword targeting feature is to be rolled out across the globe following a successful trial period in the UK and Canada.
The broad match modifier system allows users of SEO services to create keywords that have a wider and more controlled reach than those based on phrase or broad matches.
This is achieved by selecting close variants to the chosen keyword – such as plural forms, abbreviations, acronyms and misspellings – for the modifier system to recognise when internet users make searches.
“Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today,” the Inside AdWords blog suggested.
Earlier this month, the Yahoo! Search Marketing blog advised its users to expand their keyword lists ahead of the transition to the Microsoft Advertising AdCenter, which views plurals and misspellings as separate keywords.