Google To Expand Phrase Match Which Will Now Include Broad Match Modifier
Google recently announced that changes are coming in terms of keyword match types, which will affect phrase match and broad match modifier. According to Google, this update will make phrase match types include broad match modifier traffic, and broad match modifier will no longer be supported.
So how will the Phrase match change?
According to the image above by Google, if an advertiser is using a broad match modifier on keywords such as +moving +services +NYC +to +Boston it will show up for searches like “moving services NYC to Boston.” But it will also display for someone searching for “moving services Boston to NYC”.
According to Google, these changes will help advertisers in streamlining keyword management and saving time.
Below are illustrations of how matching types and behavior will be affected after the update:
Now, what will happen to Broad Match Modifier after the update?
Google will be halting their support for the broad match modifier. And they wanted to minimize the disruption for different businesses. They will be rolling out the changes slowly over several months:
- Mid-February – Google will be transitioning both phrase match and broad match modifier keywords to the new matching behavior. And since this behavior will be implemented to both of the match types, you as an advertiser won’t have to take any immediate action. No migration is needed, you’ll be able to keep the performance data of both match types.
- July – Once the new keyword match behavior is live, advertisers won’t be able to create Broad match modifier-based keywords. But keywords running pre-update will still serve under this keyword behavior. Google also recommends that advertisers should start creating new keywords in phrase match going forward.
Google’s Recommendations for Campaigns Running Post-Update:
- Monitor your campaign’s performance and shift your budgets whenever it’s necessary: The traffic you’ll be receiving may get affected due to the update so make sure to make adjustments when necessary.
- Check your campaign’s Recommendations regularly: Adding new keywords will help your campaign maintain its keyword coverage. Make sure to remove redundant keywords as well.
- When using Broad Match, consider smart bidding: If losing keyword coverage is your concern, Google recommends you use smart bidding as it helps you reach more relevant searches that meet your campaign’s objectives.
- Continue Implementing Negative Keywords: Though this update doesn’t impact the negative keywords in your campaign, Google still recommends that you exclude matches you don’t want your ads to appear in.