As you probably know, broad match can produce some rather broad terms. Sometimes they can be downright irrelevant. Some call it the wild west of keywords.  

Google are launching a new match type for advertisers in the UK and Canada, called “broad match modifier”.

Here is how it works based on some examples from Google:

Broad: formal shoes – also matches: formal footwear, evening footwear, men’s dress wingtips and so on.  

Modified Broad: formal +shoes – also matches: evening shoes, black dress shoes and so on.

Modified Broad: +formal +shoes – also matches: frmal shoes, formal evening shoes and so on.

It would seem as if this is exactly what most people would have wanted broad match to do in the first place.

More information on this new feature can be found here  or here.