Ep 29: Google Ads Removes Broad Match Modified KeywordsFeb 09, 2021
Google ads just dropped a new bombshell about match types that’s sure to have advertisers up in arms. Let’s talk about it.
Hey everybody, Jim Lastinger here. Welcome to Marketing In 10. So Google drops some news over the last few days, so we’re going to discuss that today. If you have a Google ads account and you undoubtedly got an email a few days ago, talking about the upcoming changes to keyword match types.
So Google announced that they are beginning the process of removing my favorite match type, the broad match modified type. Okay. So here’s exactly what’s changing. So starting on February 18th, phrase match and broad match modified will begin to match the same queries. So the queries that get matched to your keywords will start changing as soon as February 18. So that’s the first date that you’ll want to pay attention to. And overall, this transition is expected to be completed in July, at least that’s what they’re saying now. So at that point, you won’t be able to create any more broad match modified keywords.
It is important to note that Google saying that any preexisting broad match modified keywords, anything that you have now, will still be allowed. They’ll just match using the new behavior starting on February 18th. The behavior word phrase match and broad match modifiable will start delivering the same results.
Okay. So who is this change going to affect? It’s going to affect pretty much anyone that uses broad match modified keywords, of course, but I don’t think that’s going to end up being a huge shift primarily because Google has been tinkering with match types continuously over the last few years, and this is just the latest evolution.
So what do you need to do? First, take a look through your account and see how many places you’re using broad match modified. If you’re a heavy user of broad match modified, like I usually am, make sure that you create phrase match versions of those keywords. I would leave them in the same ad group neoplasm or something like that for now, but just make sure you have those created. And whatever you do, don’t remove your preexisting broad match modified keywords. You will want to keep those around for the future, just so that if you decide to use them at some point, you’ll be able to have that option because you won’t be able to create them after July.
If you don’t use broad match modified extensively, then I would, for your highest volume keywords, I would recommend adding a broad match modified version of those keywords, just to keep your options open because after July, you won’t be able to do that. You don’t have to use them or keep them active, but having them in the account it’s a good idea, just to be on safe side.
You’ll want to be extra vigilant about checking your search terms reports and adding new negative keywords. That that goes for any time, but it’s especially important whenever Google makes a change to the match types. And it’s especially important here because the keywords should get more broad as these types of changes come into play. So you’ll be matching for more than you were before.
If you have any questions about the change, then feel free to reach out to me and I’ll do the best that I can to help. But that’s all for this week’s episode, and I’ll be back soon with another episode of Marketing In 10. Until then, take care and have a great day.
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