Question: If you have a keyword set to broad match, but you want to select specific keywords that must be included in the search query for your ad to be displayed, what would you use?
- A negative keyword
- A phrase keyword
- A broad match modifier
- A phrase match modifier
Explanation
A broad match modifier is the control HubSpot describes for requiring selected words to appear in the search query before the ad can show. That makes it the right choice when a keyword is already set to broad match but still needs tighter control over which searches qualify. The purpose is to preserve some reach while forcing certain terms to remain present in the query. This is different from standard broad match, which can match to combinations or variations without requiring every selected term. HubSpot Blog
Why the other options are incorrect
Negative keyword This excludes searches from triggering the ad, so it blocks unwanted queries instead of requiring included terms. HubSpot Blog
Phrase keyword This is a different match type that controls word order and meaning, not a modifier used to lock required terms into a broad setup. HubSpot Blog+1
Phrase match modifier HubSpot’s terminology names broad match modifier and phrase match, but not a separate phrase match modifier. HubSpot Blog+1
Source for verification
https://blog.hubspot.com/marketing/online-advertising
https://blog.hubspot.com/marketing/keyword-match-types
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