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