Don’t Listen to Google and 9 Other Google AdWords Tips to Increase ROI

2. Use modified broad match keywords. Modified broad match keywords allow Google AdWords advertisers to place plus signs in front of their keywords to better control the types of searches that trigger their ads. A good example of a broad match keyword string is “+best +price +golf +shoes,” Shikhman said. By doing this, “you’re telling Google that you want to make sure your ad doesn't show up for any search queries unless all those words are in it.”