If you have any campaigns running on Google Ads, Digital Marketing Agency Mohali you’ve probably seen a message informing you of the “end of broad match modifiers”. Wondering what this means for your campaigns? We will explain everything to you !
A little reminder about broad queries
When you set up a campaign on Google Ads, Digital Marketing Agency Mohali you associate your ad groups with lists of keywords. Your ads will therefore be likely to appear when searching for one of these keywords.
You have probably been advise to add these keywords in the form of “broad match” to optimize the chances of your ads showing.
A keyword in the form of a broad match is written with “+” and gives your keyword some flexibility.
Example of broad queries
Thus for the keyword “stay Rome” , its writing in the form of a broad query corresponds to: +stay +Rome. This writing allow until now the diffusion of your advertisements for all the requests close to this keywords such as for example:
“romantic stay in Rome”, “economic stay in Rome”, “stay in Rome”
This format therefore made it possible to “cast a wide net” by including misspellings, Digital Marketing Agency Mohali extra words and different writing variations.
Google is ending broad match modifiers
On February 4, 2021 Google announce in an official statement the end of broad match modifiers.
Google Ads users are also inform by the platform. When you want to add a keyword as a broad match Google shows you the following message: “Broad match modifiers will disappear. Use the update exact phrase instead.
July 2021: the end clap
From July 2021 the addition of keywords in the form of “+” will no longer be possible on the platform.
There you say to yourself “but this is the tragedy! » in fact no, Digital Marketing Agency Mohali Google is changing things!
Exact expressions take over from broad queries!
In reality , broad matches aren’t going away per se, but Google has adapt its algorithm to apply broad match parameters to exact phrases.
In fact, to benefit from this flexibility it is no longer necessary to add “+” but simply to write it “normally” . If we take the example of “stay Rome” it will therefore simply be necessary to write it: “stay Rome” so that the parameters of the broad query apply.
More efficient exact expressions
Google claims that this development aims to “help you reach your customers more easily”, Google promises to provide “the best broad match modifiers in exact phrases”.
This update makes it possible to attribute to exact expressions the most relevant characteristics of broad matches . So you can manage your keywords more easily with a single entry which, thanks to a better understanding of search intent, allows Google to show your ads at the most opportune time.
No, you won’t have to rewrite all your keywords
Rest assure ! Your keywords fill in as a broad match modifier will still work , however they will experience some changes.
Broad match will now apply to all words
If you have a keyword written as +trip to Rome , the broad match edit will now apply to all three keywords as if you had written +trip +to +Rome.
Keep an eye on the evolution of your traffic
This change in how match phrases are handle will affect your ad impressions. You are likely to see the number of impressions increase as well as the number of clicks , it will therefore be necessary to analyze the search terms well to possibly modify certain keywords by changing them to [exact keyword].
In the opposite case, your keywords written in the form of a broad match risk facing a loss of traffic in favor of exact expressions, it will therefore be necessary to analyze this evolution and replace them with the “exact expressions” format which better corresponds to the new format . support by Google as part of broad match.
Well actually, what should we do?
- Forget the old broad match format: “+”
- Monitor the evolution of traffic relate to your keywords
- Replace keywords in the “+” format with exact phrases when you see a drop in traffic
- Add keywords in [exact keyword] when you don’t want them to be consider in broad match.
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