Glossary

Many SaaS marketers struggle with high churn rates and low conversion from free to paid plans. We know how frustrating it is to pour resources into campaigns only to see minimal returns. 

One tool that can make a difference is the Broad Match Modifier (BMM) in Google Ads.

BMM helps you capture more relevant traffic by allowing ads to show for searches that include the modified terms in any order. This feature helps target potential customers more effectively, reducing wasted ad spend and increasing your chances of converting trial users into paying customers. 

Let’s dive into how BMM can address these common pain points and improve your overall marketing strategy.

What Is Broad Match Modifier?

Broad Match Modifier (BMM) is a Google Ads feature that provides more control over keyword targeting. It allows advertisers to show ads for searches that include the modified terms in any order. BMM gives marketers the flexibility to reach a broader audience while staying relevant.

Key Components of Broad Match Modifier

BMM enables advertisers to include a ‘+’ sign before keywords in their ads. This feature ensures only searches containing these modified terms trigger the ads. It incorporates broad match flexibility while retaining phrase match control.

Modified terms are essential in the BMM setup. By placing a ‘+’ sign before specific keywords, ads will show for queries that include these exact words. For example, “+project +management software” triggers ads for searches like “best project management software.”

BMM accounts for search queries with additional words, making it flexible. If we use the phrase “+CRM software,” our ad may appear for “best CRM software for small businesses.”

In the competitive SaaS industry, precise targeting is crucial. BMM helps capture relevant traffic by making sure ads appear in relevant searches. This precision reduces wasted ad spend, a common issue in SaaS marketing, and drives qualified leads. 

Best Practices for Implementing BMM

Follow these best practices when you use BMM:

1. Keyword Research: Identify relevant terms for modification using tools like Google Keyword Planner.
2. Monitor Performance: Regularly review search term reports to refine keywords.
3. Negative Keywords: Use negative keywords to exclude irrelevant queries.
4. A/B Testing: Test different keyword combinations to optimize performance.

Challenges in Using Broad Match Modifier

You may encounter a few challenges when using BMM:

• Complex Setup: Setting up BMM requires understanding keyword nuances and potential search terms.
• Constant Monitoring: Continuous attention is needed to ensure optimal performance.
• Potential Overlap: Ads may still appear for less relevant search queries, necessitating ongoing refinement.

BMM Powers Your SaaS Ads

Broad Match Modifier is a powerful tool in the Google Ads arsenal, especially for the SaaS industry. It increases reach, provides improved control, and ensures cost efficiency, making it indispensable for targeted ad campaigns. By following best practices and addressing common challenges, SaaS companies can leverage BMM to optimize their marketing efforts, drive better quality leads, and improve overall performance.

Frequently Asked Questions

What is the Broad Match Modifier (BMM) in Google Ads?

The Broad Match Modifier (BMM) is a feature in Google Ads that allows advertisers to control keyword targeting better. By using a ‘+’ sign before keywords, ads can appear for searches that include these terms in any order, balancing flexibility and specificity.

How does BMM help SaaS marketers?

BMM helps SaaS marketers by capturing more relevant traffic, reducing wasted ad spend, and increasing the conversion of trial users into paying customers. It ensures ads trigger for searches including the modified terms, improving overall marketing efficiency.

What are the key benefits of using BMM?

The key benefits of using BMM include increased visibility, improved traffic quality, cost efficiency, and flexibility in handling varied search query structures. It makes targeting more precise, which is crucial in competitive industries like SaaS.

What are some best practices for implementing BMM?

Best practices for implementing BMM include conducting thorough keyword research, regularly monitoring performance, using negative keywords to filter irrelevant traffic, and A/B testing different keyword combinations to optimize results.

Are there any challenges associated with BMM?

Yes, challenges include the complex setup process, the need for constant monitoring to maintain effectiveness, and the potential for overlap with less relevant queries. Addressing these challenges is crucial for maximizing BMM’s benefits.

How does BMM differ from other keyword matching options?

BMM differs from other matching options like phrase match and exact match by providing a balance of reach and control. It allows ads to trigger for searches that include modified terms in any order, offering more flexibility than exact match and more specificity than broad match.

Can you provide examples of SaaS companies using BMM effectively?

SaaS companies in project management and marketing automation effectively use BMM to target diverse search queries. This strategy maximizes ad relevance and efficiency, leading to better marketing outcomes and business growth.

What tools can help manage BMM campaigns?

Tools like Google Ads Keyword Planner, SEMrush, HubSpot’s Ad Tracking Software, and Google Analytics are beneficial for managing BMM campaigns. They aid in keyword analysis, performance tracking, and optimizing ad strategies.

Why is precise targeting important for SaaS companies?

Precise targeting is crucial for SaaS companies because it ensures that marketing efforts reach qualified leads likely to convert. It helps in minimizing wasted ad spend and improving the overall return on investment for marketing campaigns.

How does BMM contribute to cost efficiency in advertising?

BMM contributes to cost efficiency by reducing wasted ad spend through better-targeted ads. By capturing relevant traffic more effectively, SaaS companies can ensure their advertising budget is used efficiently, driving more qualified leads and higher conversions.