Apply the broad match modifier to optimize your keywords list in the following business case:
A catering company in Central New York region is known for its specialty food items (vegetarian, vegan, and healthy food). You want to develop a marketing campaign to promote the company's core competencies for different types of catering events. You want to focus on your core keywords such as "vegan catering," but you also want your ads to show up for queries such as baby shower vegan catering, bridal shower vegan catering.
Solution: Consider a long tail keyword: baby shower vegan catering. Broad match modifier can be applied as follows:r +vegan +catering.
The above keyword match type will allow you to tell Google that you want to focus on keywords "vegan catering," but at the same time Google will consider your ads for queries such as baby shower vegan catering, etc.
The core competency of your company is in catering vegan food not in hosting baby showers; thus, by using broad match modifier you can reach out to customers who are looking for vegan catering for similar events such as baby shower, bridal shower, etc.