Google regularly updates their Google Ads platform, and 2021 is no different. Do you use Broad Match Modified keywords? After Google’s changes, these will soon become obsolete.
A Primer On Google Ads Match Types
Before we get to Google’s changes, here’s a recap of a few of the keyword match types on Google Ads.
Broad Match
Broad match has the most significant reach while being the least related. Your keyword will be matched against search words that are either a variant of it or that Google Ads deems appropriate. This means that the whole keyword does not have to be included in the search query. Consequently, broad match can waste a Google Ads budget, so it should be used sparingly and in combination with negative keywords. If you don’t decide otherwise, broad match is the default setting for your keyword. A broad match modifier (BMM) is a subtle variant of a broad match. This approach includes adding a plus sign (+) before each term in your keyword that you want to appear in a search query. Consequently, the ad will only appear if the search term +[keyword] is used.
Phrase Match
Phrase match keywords are similar to broad match in that your ad will appear for searches that include your target keywords (in quotation marks) in the search question. However, word order matters. Google had already extended the definition of this match form to include intent.
Negative Compatibility
A negative match is used to stop your ad from turning up for apparently identical but unrelated search queries. You can target particular searchers by placing a minus sign (-) before the words you don’t want to activate your ad, increasing your return on investment.
After making recent improvements to match types concerning near variants, it’s no wonder Google is looking to simplify this method even further.
Google is essentially merging the BMM match style with Phrase match. This ensures that any existing Phrase match keywords will begin to receive standard BMM traffic while still adhering to the rule of matching the keyword to the search term when the terms are in a particular order.
What should I do with my account?
According to Google, the move should make it easier to locate relevant users on Google Search and increase traffic volumes by simplifying keywords and the tactics we use around them. Phrase match keywords are becoming smarter and more flexible in terms of what search terms they can cause.
Although no action is necessary, you can keep an eye on your results and adjust your bids, budgets, and targeting as needed to account for any adjustments. It’s also worth noting that switching BMM keywords to Phrase match before the launch this summer could result in a drop in traffic volume.
Is this helpful to small dental offices?
If you run a Google ad campaign for a dental practice, the move will save you time managing keywords, but there will undoubtedly be a lot of time spent tinkering campaigns. As these changes take effect, traffic can fluctuate, so keep an eye on your performance metrics so you can make the required adjustments.
Dr. Websites is well prepared and knows just how to handle these changes in Google Ads for our clients. Contact us today to learn more about what we can do for you and your dental practice.