It also states that this change makes it easier to manage keywords in your account by saving you the time spent managing specific keywords and gives you more control. Google made further changes to broad and phrase matching behavior the following September. Learn about the changes here. Unsurprisingly, many advertisers in the community do not agree that the removal of the modified broad match type allows for greater control. When we asked PPC expert Mark Irvine about this change, one of the initial concerns he brought to light was the growing sense of ambiguity around these changes.
What's more interesting about this time, however, is that it's harder to predict how advertisers will be impacted. In the past, we all knew that this meant more traffic on your keywords. This time around, that might not be the case. Irvine also shared his thoughts on the negative impact this change could have on reach, impressions, and more for some accounts. According to Irvine, some accounts may see a positive impact. Note here that advertisers will need to keep an eye on their budget because along with more clicks, costs could increase as well.
They've consistently blurred lines between what were once very clearly defined match types. Whether through automated bid strategies or limited search terms appearing in the search terms report, it's clear that they want you to rely on their recommendations.
Brett went on: "With that being said, it's not necessarily a bad thing—a lot of these changes have been beneficial to the accounts that I manage, and this change will certainly make it easier for novice advertisers to understand keyword targeting as it simplifies the process.
As with any change that simplifies paid media, the tradeoff is that you take control and complexity away from advanced users. In short, Brett said, "Google is doubling down on their technology and its ability to make 'smart' decisions for advertisers. The change can be good for many, while it may make it harder to really fine-tune ad groups for others.
This is very much a wait-and-see-situation. Due to the changes in what would be captured with a phrase match keyword, you might want to consider adding in new keywords to expand your reach. Google notes this streamlining helps save account management time so brands are spending less time managing specific keywords. Predictably, Google is directing advertisers to monitor the Recommendations section of their account. The notices about duplicate keywords will likely light up with these changes, so choosing to pause versions can reduce the total number of keywords managed int he account.
This will likely also affect budges, especially for accounts that allocate budget by match types or divide match types by Campaign or Ad Group. They also remind advertisers negative keywords and broad match with Smart Bidding can address issues with irrelevant searches or lack of reach. When taken in larger context, Google has been moving for years to get advertisers away from fixating on the keyword level of search. While it might seem counterintuitive given the history of search, persona-driven targeting and search themes are where Google wants advertisers to focus.
What is Modified Broad Match? Essential Guide for Brian Bui Director of Marketing. What is Modified Broad Match Targeting? The five main match types are: Exact match Phrase match Broad match Modified broad match Negative keywords Broad match targeting is the default setting for newly selected keywords on Google Ads.
When You Should Use Modified Broad Match Targeting Using modified broad match produces keyword targeting that is more specific than broad match targeting, but not as specific as phrase or exact match targeting. Summary Every digital advertising professional should work towards a solid understanding of keyword match types.
Brian Bui is the Director of Marketing at Directive - the next-gen performance marketing agency for software companies. Keep reading. We use cookies to improve your site experience.
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