Google Broad Match Modifiers and Phrase Match Update
Today, Google announced an exciting update they will roll out over the next two weeks. The update affects Google AdWords keyword targeting, in particular broad match modifiers. At the moment, broad match modifiers allow your advert to show up on search queries more broadly related to your keyword.
The update begins the process of absorbing the benefits of broad match modifiers into the new, updated phrase match modifier. From 18 February 2021, broad match modifiers (BMM) will deliver the same results as phrase match (PM). Google aims to replace BMM completely by July 2021 by absorbing the best parts of BMM into phrase match.
How Will the BMM/PM Google AdWords Update Work
Here's how the change would look for the below search query. As you can see, less relevant broad matches will be excluded, but the searches you do want to show up for will improve. You can reach people who want to move from Johannesburg to Cape Town, while not having to pay for an ad being shown to someone who wants to move from Cape Town to Johannesburg.
What Are the Benefits of This Update?
The update will help simplify your keyword management, saving you time and effort. At the moment, you can use exact match to target precise keywords, broad match to reach a broader audience, phrase match, and broad match modifier. After the update, you won't have to work on keyword targeting in as many categories anymore, yet you will get improved reach.
This is another step in Google's evolution towards understanding queries better and supplying the most relevant results. It is going to save you money, because you won't pay for irrelevant ad placements. You'll also have more time to focus on other areas of your business.
How Will the Update Affect My Google Ads?
You won't see any changes in February 2021, because both phrase match and broad match modifier will remain in use. Google estimates these changes will have been rolled out everywhere by July 2021. At that point, you will no longer be able to create new broad match modifier keywords.
Changes like these can cause disruptions in your placement, so keep your eye on adverts when the update is finalised in July. Google says they will announce it at that point.
Updates to Broad Match Modifiers Also Included
Google has also made other updates to keywords to help advertisers, along with the above update. They confirmed that broad match will now look at more signals to deliver your ads to more relevant searches. They have also made keyword matching more predictable to give you more control and help reduce complexity.
What Should I Do to Get Campaign Success?
-
Keep your eye on your ad performance and watch for fluctuations. You may need to move budget around to keep your ads performing at their best.
-
Check your recommendations page for guidance on new relevant keywords to add and irrelevant or ineffective keywords to remove.
-
For now, use negative keywords to exclude keywords and phrases you don't want to match for.
Looking for an expert in Google Advertising? Our team can get you to the top and increase your results. Talk to us today and reap the benefits of effective Google AdWords campaigns.
Sources: Google
