01-19-2023, 10:59 AM
The end of the era of broad with a modifier, or how Google is expanding phrase matching in 2021 Google Ads is ending support for creating keywords with a broad match modifier and is making a change to phrase match in February 2021. What happened? Google is expanding phrase match to include keyword traffic with a broad match modifier. The updated phrase match will still respect word order. Google has also provided the following examples to demonstrate how matching behavior will change after this update: Phrase match extension Phrase match update How phrase matching will change For example, currently an advertiser using a broad match modifier for the keywords +services +moving +Odesa +Kyiv might appear for the query "Odessa to Kyiv moving services.
However, ads may also be displayed when someone is looking for "Kyiv to Odessa moving services", which may not be what the advertiser wants. An example of how matching behavior will change after this update: Example 1: Change the behavior of the mapping Example 2: Change the behavior of the mapping What email database Google said: "We've noticed that the phrase match and the broad match modifier often serve the same use cases, and that you can reach more of the right customers with a combination of the two." When does it happen? Already(!) new matching behavior is being implemented for keywords in English, Spanish, German, Italian, French, Dutch, Russian and Portuguese. All other languages will be finalized by July 2021.
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Advertisers can keep existing keywords active in their campaigns, but Google recommends creating new keywords in the future with a phrase match rather than a broad match with a modifier. Why is this happening? In a word, simplification. This change also aims to help advertisers simplify keyword management, save time, and make it easier for their customers to search, no matter how they search. How can advertisers prepare for a keyword change? Google says no action is required at this time. Existing broad match modified keywords will still work. Ironically, Google also states: “ After the final transition to the April update, you will be able to change keywords from broad with modifier to phrase match.
However, ads may also be displayed when someone is looking for "Kyiv to Odessa moving services", which may not be what the advertiser wants. An example of how matching behavior will change after this update: Example 1: Change the behavior of the mapping Example 2: Change the behavior of the mapping What email database Google said: "We've noticed that the phrase match and the broad match modifier often serve the same use cases, and that you can reach more of the right customers with a combination of the two." When does it happen? Already(!) new matching behavior is being implemented for keywords in English, Spanish, German, Italian, French, Dutch, Russian and Portuguese. All other languages will be finalized by July 2021.
Advertisers can keep existing keywords active in their campaigns, but Google recommends creating new keywords in the future with a phrase match rather than a broad match with a modifier. Why is this happening? In a word, simplification. This change also aims to help advertisers simplify keyword management, save time, and make it easier for their customers to search, no matter how they search. How can advertisers prepare for a keyword change? Google says no action is required at this time. Existing broad match modified keywords will still work. Ironically, Google also states: “ After the final transition to the April update, you will be able to change keywords from broad with modifier to phrase match.