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Google Ads removes the broad match modifier

Google ads

Google has announced a new Google Ads update: at the end of July 2021, the company will be removing the broad query modifier. The web giant aims to make it easier to use keywords and deliver better results to users. What are the impacts for advertisers and businesses? Back to this announcement from the famous search engine.

Types of correspondence

On Google Ads, to create an advertising campaign, the user must choose keywords to target. Correspondence is to be defined for each keyword. There are 3 types of correspondence: 

  • Broad match: this type of match is targeted in the update. It displays the ad for all searches that match the defined keyword. 
  • Phrase match is more precise than broad match and allows for more exact targeting of user searches. With this match, you can show your ads only when a search shares the general meaning of the chosen keyword. For example, if the keyword you chose is “evening dress”, with this type of match, it might appear in a search that includes “black sequined evening dress” or “buy evening dresses”.
  • The exact keyword match is the most accurate of all, targeting only searches that contain the exact keyword the advertiser wants. 

What does this update change?

The new update is for keywords that use the broad match modifier. From the end of July 2021, this is no longer possible to select this correspondence, identified by the + sign. 

Any keywords with broad match modifiers created before the update will be available but will work with the new matching system. What is this new system? 

Until now, the broad match has included a large number of searches. Google Ads will now take the order of the keywords into account. For example, for the targeting “+ Advertising + Agency + Lahore”, the following searches may be displayed: “Buy Advertising Agency Lahore” or “Online Advertising Agency Lahore”

However, after the update, the ad will no longer appear on the query “train trip Rennes to Berlin”, because it does not respect the word order in the broad query. 

What change for advertisers?

Google assures that this new update will have no impact on negative keywords. We, therefore, advise you to continue to exclude certain keywords, and thus to ward off unwanted traffic.

As an advertiser and/or Google Ads user, you are advised to watch this update carefully. To prepare for this change, monitor the performance of your campaigns and adjust, when necessary, your bids, budgets, and targeting based on observed data.

Google Ads advice

Google Ads advocates the consolidation of duplicate keywords. Also, the company encourages converting the broad match modifier keywords to a different match type in order to simplify future management of your account.

When adding keywords, we recommend that you start by using only exact keywords, exact phrases, or broad matches.

Then monitor your traffic and add negative keywords to ward off unwanted queries. Do not hesitate to consult the recommendation “Add new keywords”: it will allow you to cover as many relevant keywords as possible. 

Remember to regularly monitor your campaign budget, as the volume of traffic can increase for certain expressions.

In smart bidding strategies, it is recommended that you convert your exact phrases and broad match modifier keywords to broad match keywords. You will be able to meet your goals and expand your reach at the same time.