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Google Ads Updates Phrase & Broad Match Modified Keywords

In a recent important change to Google Ads, there have been updates to phrase and broad match modified keywords. Google has found that that phrase match and broad match modifier often serve the same use especially when paired with Smart Bidding and so it’s now possible to use a combination of the two.

These are the current keyword match types:

  • Exact match for precision
  • Broad match for reach
  • Phrase match and broad match modifier – for a balance of both

Now broad match modifier is being merged into an updated phrase match option. The reason for this, Google says, is that it makes it easier to reach customers and manage keywords in the Ads account.

As a result, phrase match will expand to cover additional broad match modifier traffic, while continuing to respect word order when it’s important to the meaning. For example, it’s still possible to reach people looking to move from Sydney to Melbourne, without showing up for people looking to move from Melbourne to Sydney and without worrying about showing for searches that aren’t required.

These changes to broad match modifier are being rolled out slowly over several months. Starting mid-February, both phrase match and broad match modifier keywords will begin to transition to this new matching behaviour. As this behaviour will be applied to both match types, it’s not necessary to take any immediate action and there’s no need to migrate keywords.

In July, once the new behaviour has been rolled out globally, it’ll no longer be possible to create new broad match modifier keywords. However, existing broad match modifier keywords will continue to serve under the new behaviour.

You can read more info and Google recommendations to set up a campaign for success here.

If you want to know more about how these changes to the keyword match types could affect your Search Ads campaign please get in touch.