The era of the Modified Broad Match is coming to an end. Google announced that it will soon phase out Broad Match Modified keywords and change the way Phrase Match functions. The change will roll out in two weeks.
So what does the change mean for advertisers? What will be the new queries to match keywords?
Let’s find out.
What are Broad Match Modified Keywords?
Google introduced the Broad Match Modifier Keywords in 2010 when advertisers complained that Broad Match was giving varied options with the searches it would show the ads for.
As we know, keywords are words/phrases that are used to match the content that people are searching for. The keyword match types decide how closely the keyword needs to match with the user’s search. This is also the criterion for the ad to be considered for the auction. You could use broad match to serve your ad on a wider variety of user searches or you could use exact match for specific user searches.
What will happen to Broad Match Modified Keywords?
Phrase Match will cover Broad Match Modified Instances. In the words of Google,” It will continue to respect word order when it is important to the meaning”.
On the part of the advertisers, they will not have to take any course of action. The performance data will stay, with new matching behavior taking shape.
Broad Match Modified Keywords will be added till July. The roll-out is expected to be completed by then. The existing Broad Match keywords will function, but based on new updates.
This move by Google aims to save on account management time so businesses can spend lesser time managing specific keywords.
How does it work?
The Broad Match Modifier specifies that all the terms of the ‘keyword phrase’ must be present in the query. While traditionally, the instructions to Google were,’ these words must be present in the query’.
Google will now consider both these instances while giving special importance to word order.
As we can see from the image above, the ‘intent’ of the query has become more specific.
To comply with the changes, Google wants advertisers to check its recommendation section.
Google has been continually channelizing efforts to shift the advertiser’s fixation from the keyword level of search. The ’no keyword needed’ environment is difficult to accomplish yet. At the heart of Google Ads lies the idea to reach the right customers easily. Read the full Google announcement, here.