The modified broad match from Google ads will be gone very soon and the phrase match will be carried over. Here’s what this means for advertisers and how the query matches the keywords.
Google today announced what could be a major change for certainly paid search managers. The partial match correction version of the keyword will be deprecated. This change will be rolled out within two weeks.
What’s happening with the modified Google ads broad matches?
Phrase matching is extended to cover instances where partial matching has changed. “If meaning matters, we will continue to respect word order,” Google said. Advertisers do not need to take any specific action. The performance data remains intact, but a new matching operation is initiated.
Keywords modified by partial match can continue to be added until July. At that point, it is expected that the full rollout will be complete and no new rollouts will be added. Keywords modified in an existing partial match will continue to work, but will match based on this update.
This is very similar to the transition from text ads to enhanced text ads, which can continue to serve, but advertisers can no longer create new ads. Google says this rationalization can help save account management time, reducing the number of time brands spend managing certain keywords.
How does this new matching mechanism work?
Currently, the partial match modifier tells Google that “all these terms must be present in the search query.” It is expressed by adding a plus sign in front of the keywords required for the search.
Phrase matching traditionally tells Google that “words need to appear in this order.”
Google isn’t specific, but they say phrase matching will cover both of these needs, considering whether word order is important. An example they use is when a moving company wants to help people move from New York to Boston, but doesn’t want to help people move from Boston to New York.
Here’s how the “Move Service NYC to Boston” (phrase match) or + Move + Service + NYC + to + Boston (Modified Partial Match) keywords are treated in this new era.
How do advertisers need to prepare without Google ads broad matches?
As expected, Google is instructing advertisers to monitor the recommendations section of their account. Notifications about duplicate keywords are likely to be revealed by these changes. So choosing to suspend the version can reduce the total number of keywords managed by your account.
This can also affect your budget, especially for accounts that allocate budget by match type or split match types by campaign or ad group. It also reminds advertisers of negative keywords and broad matches with smart bids to address issues with irrelevant searches and lack of reach.
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