Google Adwords Broad Match Modifier

If you are using Google Adwords you should be aware that there are different match types available for you use to try and filter, or refine the searches which your ads get shown on. The four being -

Broad match
Phrase match
Exact Match
Negative Match

Recently Google have introduced the Broad Match modifier, its use is defined by Google below  -

Broad match modifier allows you to create keywords that have 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.

Just put a plus symbol (+)with no spaces directly in front of one or more words in a broad match keyword.

Your ad will show to users who search for close variants of the modified term. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor”and “flooring”).

Here's the example they provide -

Broad: dress shoes Also matches*: classic brogues, formal footwear, lace-up wingtips…
Phrase: "dress shoes" Also matches*: black dress shoes, men’s dress shoes…
Exact: [dress shoes]Matches: dress shoes:

Using the broad match modifier -

Modified Broad: dress +shoes Also matches*: evening shoes, square-toe formal shoes…
Modified Broad: +dress +shoes Also matches*: dress shoes, men’s shoes