The constantly-changing way users search on Google has allowed the platform to develop dynamic and ground-breaking new technology. Simply, Google’s core ability to solve answers and field queries, no matter how general or comprehensive, means advertisers have to be in the know as well. Understanding the intent behind a search allows advertisers to better understand their customers’ journey and therefore fulfil their need, want or desire faster.

Through Google’s evaluation of both the Phrase Match and Broad Match Modifier keyword matching options, this update, which rolls out in approximately two weeks, aims to reach more of the right customers, no matter how they’re searching. The company will achieve this by phasing out Broad Match Modifier and integrating its function into Phrase Match. Let’s break it down for you:

What is Phrase Match?

When creating campaigns in Google Ads, advertisers have the option to add different instances of keyword match types, which dictate how closely the indicated keyword must match what the users types into search. Phrase Match allows for searches to include the keyword as well as other phrases that match the meaning of the keyword. This option reaches more potential customers who are likely to search for your product or service. For example, if your Phrase Match keyword is “work boots,” then your ad will show up for users who also search “work boots for sale,” “boots for work,” “comfortable work boots,” and “brown work boots.”

What is Broad Match Modifier? 

Before Google flips the switch on the new update, Broad Match Modifier works by adding “+” in front of a designated keyword. This means that additional words or phrases can be added to the users’ search before or after the keyword and the ad will still appear. For example, the Broad Match Modifier keywords of +work +boots can appear for a search of “work boots for men,” or “boots on sale for work.”

What is the Update Changing?

The update will essentially merge Phrase Match and Broad Match Modifier together. Therefore, once the update rolls out, the three keyword match types will be:

·       Exact Match

·       Broad Match

·       Phrase Match

According to Google, these three options will optimise for precision, reach and balance, respectively. Phrase Match will now encompass search traffic relative to Broad Match Modifier while still respecting keyword and phrase order regarding meaning and intent.

The update also ensures your ads don’t show for unrelated or irrelevant searches, much like Negative Keywords. The new Phrase Match/Broad Match Modifier integration will adapt to searches based on your keywords while understanding the intent. Google has provided this helpful example to illustrate this change:

How Does the Update Affect Advertisers? 

Google assures better optimisation and streamlining across accounts with this update. It also promises to save time as advertisers will only have to input keywords for Phrase Match intent. To better understand the searches and queries will be affected, Google has provided a handful of excellent examples.

In order to prepare for the update, which rolls out mid-February and will become globally operational in July, Google recommends to access your accounts that use both Phrase Match and Broad Match Modifier keyword matching to understand which keywords will transition to the new behaviour algorithm. No action is required, however, as the transition will be automatic and performance, data and analytics will remain the same. In July, you will not be able to create new Broad Match Modifier keywords. Therefore, to better assimilate to the update, it’s recommended to use Phrase Match only going forward.

If you need any assistance understanding the new Google Ads update or navigating the platform, please reach out to the team today.