Modified Broad Match
Modified Broad Match is a perfect example of how much can change in the Adwords and Search Advertising World.
At the time our book went to press, we felt that Modified broad was typically unnecessary if you were using broad and negatives correctly.
However, since that time (actually somewhat before, but we needed data to support our theories), we have found that modified broad match has been a powerful addition to our arsenal of ideas to get the most out of our keyword structure in large spending accounts.
Here is a video demonstration of Modified Broad Match.