No More Broad Match Modifier

Just recently, Google made a big change on the phrase match and broad match modifiers. It is because they want to make keyword match types more simple for us and reach the right customers easily. Starting February 2021, both phrase and broad match modifier keywords may show ads that include the meaning of your keyword on the search results, and by approximately July 2021, broad match modifiers will be removed.

Now, some of you may worry, especially those who use broad match modifiers keywords on their campaign. We may have the same question, “How can I drive relevant traffic or visitors with this update?” There might be doubts in mind but we’ll try to identify the advantages and disadvantages of the change and see how we can apply it to our PPC campaigns.

Interestingly, here’s what we are going to cover:

• Old vs. New Keyword Match Types
• What to expect with the change?
• Tips on how to adjust on the update easier
  
  

Let’s begin!

Keyword match types help Google identify how you want your ads and keywords to match the users’ search query. Before we have four (4) types of keyword match types:

• Broad Match – Ads related to your keyword may show on the search results.
  
  
• Modified Broad match – Ads that have your required keyword, through the use of a plus (+) sign, may show on the search results.
  
  
• Phrase Match – Ads that include the meaning of your keyword may show on the search results.
  
  
• Exact Match – Ads that have the same meaning as your keyword may show on the search results.
  

But now, it was compressed into three (3) keyword match types:

• Broad Match – Aims more on reach.
• Exact Match – Aims more on accuracy
• Phrase Match – Aims both accuracy and reach.
  
  

With the latest update, users can reach their preferred search using phrase match keywords without worrying about irrelevant searches. The phrase match expanded its coverage to cater to the additional broad match modifier traffic while maintaining its original purpose.

Here’s an example to better understand the difference between the old and new phrase match.

Keyword: “cruise from NZ to AU” or +cruise +from +NZ +to +AU

With the old phrase match, search queries like “cheap cruise from NZ to AU,” “NZ cruise company that sailing to AU,” and “cruise from AU to NZ” will display the ad, but with the new phrase match, the ad will not show up on the search query “cruise from AU to NZ” since it was the other way around than what was searched.

BMM keywords will start behaving like phrase match keywords, as shown in the example. But, the updated phrase match maintains respect to word order when it is relevant to the meaning.

We all know that every time Google makes some change on the keyword match types, it affects us, especially our existing campaigns. But according to Google, this update should give us more control and better reach, regardless of how the customers are searching. So, let us weigh the advantages and disadvantages of the new phrase match.

PROS

• Advertisers who primarily use phrase matches can see a slight increase in traffic, clicks, and conversions.
  
  
• With the broad match modifier’s additional traffic, keywords now have more significant queries to have variant matches.
  
  
• Advertisers can streamline keyword management and save time.
  
  
• Per Google, the two-match types often serve the same use cases. So, making them as one helps you manage your accounts easier and gives you more time to come up with more marketing objectives to meet your business goals.
  
  

CONS

• Advertisers who primarily use broad match modifiers can see a slight decrease in traffic, clicks, and conversions.
  
  
• It greatly affects those BMM keywords that have only applied the plus (+) sign at some part of the keyword. Also, some of them may be filtered out since word order with relevance to the meaning is something being considered in the new phrase match.
  
  

We only identified a few advantages and disadvantages, but we can’t deny that it still impacts. There might be additions to the list later on since it is still an ongoing update, but as of now, let us try to think of it as a positive change.

For us to easily adapt to the ongoing changes, here are some recommendations that we can apply to meet our performance goals.

1. Check Recommendations.
   The features “Add new keywords” and “Remove redundant keywords” can help you manage your keyword or keyword phrase coverage and merge duplicate keywords or keyword phrases.
   
   
2. Use Broad Match with Smart Bidding.
   It can help you identify existing keywords that can enhance your campaign’s performance when applied to broad match keywords.
   
   
3. Keep track of the performance and budget.
   You need to make the necessary adjustments because the daily budget will increase since phrase match traffic will increase. Identify the income-generating and underperforming campaigns so we can better allocate our budget and meet our ROI goal.
   
   
4. Continue using Negative Keywords.
   Since the new phrase match will provide more traffic to the search query keywords, using negative keywords can help you exclude irrelevant matches.

Change is constant. It applies to all, even in digital marketing. Yes, it is sad to hear that we need to let go of something we are used to, but something new is also interesting. Adjusting to it will not be easy but if you can adapt to it first, you can use it to your advantage.

As a digital marketing specialist myself, I would say we don’t need to worry. I would recommend applying the marketing maneuvers we talked about, and it will help you create a better campaign performance with this new update. Be updated on the changes that will further happen so we can modify our online marketing strategy first, have an adequate daily budget, and have relevant customers further.