Google introduced a new match type, well, a modifier to a match type that helps you control your match types a bit more. The modifier lets you be more specific with your broad match keywords, but be more lax than the phrase based match.
This new modifier is named the “broad match modifier” and it is currently being tested in Canada and the U.K. To implement the 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.
The graphic below illustrates the relative reach of different keyword match type strategies. As you can see, modified broad match keywords match more searches than the equivalent phrase match keyword, but fewer searches than the equivalent broad match keyword. Match behavior also depends on the specific words you modify. For example, the keyword formal +shoes will match the search “evening shoes,” but the keyword +formal +shoes will not.
During initial tests, advertisers who mainly used phrase and exact match found that adding modified broad match keywords increased campaign clicks and conversions, while providing more precise control than with broad match.
This seems like a good idea and hopefully they launch this in the USA soon!