How To Classify Paid Search Keyword Match Type Including Broad Match Modifier in Excel

Let’s say you got an Excel file containing paid search terms, associated keywords and performance data.

You could download this custom report from Google Ads > Reports > Blank > Add your fields [Search Keyword Match Type dimension can help classify your kw performance. However, it contains only three types:

Broad, Phrase or Exact. There’s no distinction between Broad and Broad Match Modifier.

hmm..so if you wanted to add a dimension for BMM, you can do this in Excel with this formula.

Assumes that you have a table with a column called ‘Keyword’ that will be referenced here:

=IF(ISNUMBER(SEARCH("]",[@Keyword])),"Exact",IF(ISNUMBER(SEARCH("+",[@Keyword])),"BMM",IF(ISNUMBER(SEARCH(CHAR(34),[@Keyword])),"Phrase","Broad")))

How does this formula work?

It uses a nested IF condition to check whether the keyword cell contains “]” (Exact match type), if YES, return as Exact. If not, continue searching…Does it contain “+” (Broad match modifier type)? Return BMM…If not, continue searching…Does it contain Char 34?? Char 34 is required as double quote is a special character and char(34) is the equivalent of this…So, if it contains a “, return Phrase. Else, return Broad match.

and that’s it. Go on and pivot your data