Only Using Modified Matches
Are you using modified broad matches only to find that you are not generating enough traffic? Many PPC advertisers have started to consider modified broad matches as the new ‘phrase match’. To some of these marketers, the modified broad match has become a crutch. Probably not the best idea. Remember, modified broad matches only allows for plurals and close variants.. no synonyms.
The downside with the modified broad match is that it can possibly hide invaluable data.
What you can do to fix it:
Sometimes by only using modified broad matches you could be missing out on some valuable traffic or keyword data especially if its a new campaign or an agency digging into a new industry. Modified broad matches only allows for plurals and close variants.. no synonyms.