Google said this week it is launching its broad match modifier tool for AdWords globally after a successful beta test in the UK and Canada.

"The broad match modifier is a new AdWords targeting feature that lets you create keywords which have greater reach than phrase match and more control than broad match," writes Dan Friedman, on the Inside AdWords blog.

"Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today."

Friedman says if you mainly use broad match keywords, that changing your current broad match keywords to modified broad match will probably lead to a hefty decline in click and conversion volumes and will not improve quality score.

To remedy this Friedman writes "To maintain volume, keep existing broad match keywords active, add new modified broad match keywords, and adjust bids to achieve your target ROI based on the results you see."