What does the term "broad match modifier" mean?

The term "broad match modifier" refers to a keyword match type that allows advertisers to specify certain words that must be included in the search query while still allowing for variations in the order and additional words. This match type enhances flexibility compared to exact match or phrase match types, as it captures a wider range of search queries. By including a plus sign (+) before the specific keywords, advertisers ensure that those keywords appear in the search results, which helps in targeting a more relevant audience while still accommodating variations in how potential customers phrase their searches.

This match type is particularly useful for reaching a broader audience while maintaining some control over which searches trigger your ads, as it helps ensure that the most relevant keywords are present in the search queries users are entering.