Google said that “broad match modifier is now rolling out globally, that lets you create keywords which’ve greater reach than phrase match & more control than broad match.”
“To implement “modifier,” just put a (+) 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.
The graphic below illustrates the relative reach of different keyword match type strategies:
Be sure there’re no spaces between + and modified words, but do leave spaces between words. Correct usage: +formal +shoes. Incorrect usage: +formal+shoes.
You can begin using the feature by logging into AdWords account, through AdWords Editor and through AdWords API.
More Info: Help Center