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Google announced they are changing all three current match types plus broad match modifier in mid-February 2021. Per Group M, Canada, a media investment company, these changes have varying degrees of significance.[i] Here’s what you need to know about how it will affect your campaigns.
First, The Changes:
Google announced the changes yesterday and will roll out in two weeks, per searchengineland.com. The idea is to expand phrase match to include broad match modifier traffic and end support for broad match modifier.
So, what does that mean? In the past, when advertisers used broad match modifiers, Google would throw up ads when the keywords showed up in any order. The new version will respect word order “when it’s important to the meaning.” So, in an example Google shares in Google Ads Help, if a moving company specifies a phrase match that indicates the searcher is moving from New York City to Boston, then the ad will no longer display to Boston residents making a move to the Big Apple.
Next, Google says in July 2021, you can no longer create broad match modifier keywords. However, the same functionality will be available through phrase match. Your existing broad match modifier keywords will stay, but follow the new rules as rolled out in the February changes.
Google says the changes are designed to make it easier to reach the right customers on search. The understanding of intent is paramount to Google, and they wanted to make broad match more effective. Google suggests that with these changes, it will be, especially when complemented by Smart Bidding. The changes are designed to give you “more control and better reach.”
To read the announcement directly from Google, please click here.
In addition, searchengineland.com points out that there will be additional keyword changes. For example, the broad match will analyze additional signals to direct relevant traffic your way, including landing pages and keywords as indicated in your ad group.[ii]
What Does This Mean to You?
These changes are significant. They do have the potential to save you time in keyword management. However, as searchengineland.com points out, it will require spending time on recalibrating campaigns.
Google makes the following suggestions for your success:[iii]
- Ensure you monitor performance and adjust your budgets as needed. Traffic will shift, so be ready for it and ready to respond.
- Check the recommendations page often. It will help you manage your keywords during the transition.
- Use broad match with Smart Bidding. Google says it will help you meet performance objectives.
- Keep up the negative keywords. The update does not impact negative keywords.
They always say that the one thing you can count on in life is change. The same can be said for keyword management at Google. However, with these changes, it is possible that you can get more relevant traffic in front of your client’s message and deliver the results your clients expect.
PPC Ad Editor is the first all-in-one tool that allows teams to create, share, and edit PPC ads with their clients and then upload directly into Google Ads. For more information, visit www.ppcadeditor.com.
Sources:
Taylor, Katelyn. “2021 Google Match Type Changes.” GroupM Canada. 4 February 2021. PDF. 5 February 2021.
“About changes to phrase match and broad match modifier.” Google. 4 February 2021. Web. 5 February 2021. < About changes to phrase match and broad match modifier – Google Ads Help>.
“Making it easier to reach the right customers on Search.” Google. 4 February 2021. Web. 5 February 2022. < https://support.google.com/google-ads/answer/10346549?visit_id=637481432938440871-1543676373&rd=1>.
Nguyen, George. “Google expands Phrase match to include broad match modifier traffic.”
Searchengineland.com. 4 February 2021. Web. 5 February 2021. <https://searchengineland.com/google-expands-phrase-match-to-include-broad-match-modifier-traffic-345874
[i] Taylor, Katelyn. “2021 Google Match Type Changes.” GroupM Canada. 4 February 2021. PDF. 5 February 2021.
[ii] Nguyen, George. “Google expands Phrase match to include broad match modifier traffic.”
Searchengineland.com. 4 February 2021. Web. 5 February 2021. <https://searchengineland.com/google-expands-phrase-match-to-include-broad-match-modifier-traffic-345874
[iii] “Making it easier to reach the right customers on Search.” Google. 4 February 2021. Web. 5 February 2022. < https://support.google.com/google-ads/answer/10346549?visit_id=637481432938440871-1543676373&rd=1
