Google introduces a “new AdWords targeting feature “broad match modifier,” that lets you create keywords that’ve greater reach than phrase match and more control than broad match. 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. To implement modifier, just put a plus symbol (+) directly in front of one or more words in a broad match keyword. Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants,” explains Google. If you're in Canada or the UK, you can log into your AdWords account to start adding modified broad match keywords today. You can also use AdWords Editor or AdWords API.