The Google AdWords blog announced a new match type, a modifier to broad match that let’s you be more specific on your keyword targeting than the normal broad match. This is currently being testing in the UK and Canada and it is named the broad match modifier.
How does it work? Put a plus symbol (+) directly in front of one or more words in a broad match keyword. The example given by Google is, “the keyword formal +shoes will match the search “evening shoes,” but the keyword +formal +shoes will not.” Here is a chart that breaks down most of the match types: