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Google Ads is bringing in some very significant updates.
Starting from February 2021, the concept and scope of broad match modifier and phrase match are being modified.
The change incorporates the broad match modifier’s tools into phrase match, expanding its reach by considering the meaning of keywords and making it show up for searches that include other terms.
However, the word order will be respected when it affects their meaning. This way, an ad will reach more search results without compromising its relevance to the user, providing advertisers with greater control and reach.
The transition will begin in mid-February with the incorporation of the new behavior of phrase match and broad match modifier. At this point, no action or keyword migration will be necessary.
In July, when these new tools are in effect worldwide, it will no longer be possible to create new broad match modifiers. Existing ones will continue to be active, so you can take advantage of creating new ones before the changes are implemented.
Google Ads officially announced these updates on their Help page, along with some recommendations for advertisers to be ready for the changes.
Google Ads Best Practices
Keep an eye on these tips to be prepared for the upcoming modifications in the next few weeks.
- Monitor the performance of your ads and observe if it’s necessary to modify the budget. Traffic may change with the new parameters, so you should be attentive if adjustments are needed.
- Regularly check the recommendations page: Google’s support provides information on what your next steps could be.
- Consider combining broad match with smart bidding. If you’re concerned about losing reach, these two variables together will allow you to reach more relevant searches.
- Use negative keywords to exclude unwanted searches. This variable won’t be affected by the update.
Prepare for these updates, and you’ll be ready to enhance the reach of your ads with Google Ads’ new tools.
Tell us, what do you think about these changes?