Breaking news from Google that affects “phrase” and +BMM keywords!
Beginning on February 18th, 2021 phrase and broad match modified keywords will begin to match the same during user searches.
Google announced on February 4th, 2021 to all Google partner agencies, and on their announcements page that:
“With this updated matching behavior, ads may show on searches that include the same or more specific meaning as your keyword. This can lead to an increase in traffic on any phrase match keywords and a slight decrease in traffic on any BMM keywords.”
Source: Google
Furthermore, this is all in an effort to simplify keyword match types, as the new phrase match types will fully replace broad match modified keywords by July of 2021.
Why does this matter?
Through the years Google has been the leader of online search holding over 85% of the market share. And as Google mentions, they have been able to distill and improve their understanding of intent to make it easier to reach customers.
With a huge influx of searches taking place daily and with our nation’s transition to a more and more digital marketplace—Google observes 15% of searches that literally never existed the day before.
How does this update work?
Google was kind enough to explain, how the recent update will look moving forward. It is important to note that match types should be treated accordingly.
Exact=precision and focus
- Broad match=reach
Phrase match= balance of both
Take a look at the example below:
This has created to broadening of keyword match types as it pertains to what exactly search terms may or may not get matched to during a search.
This should come as no surprise and actually was mentioned by Google on July 31, 2019; link here—as they have been moving to a more automated approach for their customers and users.
Also, take a quick look at the example below for a more tangible view:
Source: Google
It suggests that Google was in someways foreshadowing the current move to an expanded phrase match world.
As mentioned, through the past year Google has been listening to account manager’s feedback and is constantly working toward making keyword match types easier to balance. Increasing overall reach, relevance, and campaign performance.
Next steps in the Post Expanded Phrase Match world.
So, how is the post expanded phrase match world going to look? It’s a Brave New Word…out there and only time will tell. 😎
Now that you have more information on the recent keyword changes, you will have a better idea of how this will affect your business.
If you have any questions about how to get started with Google Ads or how A Brave New World by Aldous Huxley, is an awesome read…feel free to reach out directly! I’m always happy to answer any questions and figure out how inspirationPPC can help you grow your business!
