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.