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Broad Match Vs Phrase Match (And How To Prepare!)


Google has recently announced a new plan to completely remove broad match modified versions of keywords and replace it with Phrase Match, putting PPC and Marketing Managers alike into panic mode. But luckily, it’s not anything to worry about just yet as the roll out is set to take place in small increments, making the transition much easier than first thought. We’ve spoken to PPC Manager Aaron to find out a little bit more.

 

So, What’s Happening?

 

Early last week, Google announced its plan to remove Broad Match Modified versions of keywords and use Phrase Match to cover these keywords. Whilst this may be a scary moment for businesses and PPC Managers alike, this change is expected to take place gradually. This means that campaigns utilising Broad Match Modified (BMM) keywords can still add these until July 2021 when no new BMM keywords will be allowed to be included. Existing BMM keywords will then serve under this new update.

 

How Will It Work?

 

Google are basically combining BMM Match Types with Phrase Match, and over the course of the next two weeks. Up until July, you may see that your BMM keywords decrease in traffic whilst your Phrase Match Types increase in traffic through picking up additional searches.

 

Why Are They Doing This?

 

Google has stated that the rationale behind this new update is an effort to aid in streamlining keyword management for PPC Managers. It will also help to save time undertaking day-to-day tasks and activities, helping to cover a large majority of searches. We should also note that this will be a slow process meaning that no direct action needs to be taken now. At the moment, all performance data will remain and there is not an immediate need to switch to Phrase Match.

 

Will This Affect My Google Ads Account?

 

Yes, this will be rolling out across all Google Ads accounts.

 

We recommend that you do not convert your current BMM keywords before this plan has been rolled out, however, even after the full roll out there is need to do this either.

Your current BMM keywords will continue to work using the new behaviour, if you do convert BMM keywords then you will lose your learnings and statistics, going forward we do recommend creating Phrase Match on new keywords.

 

How Can I Prepare?

1. Monitor your account

We would highly recommend that you keep a close eye on performance and if you do see a drop in performance levels or a decrease in traffic, you should be ready to optimise your campaigns accordingly. If you are working with both “phrase and “BMM”, then you might see a higher traffic for the “phrase” versions.

2. Active Keyword Research To Find Negatives

If some advertisers are not using currently BMM, this change will be reaching new keyword variations, this means that potential irrelevant terms will be triggered.

We recommend implementing negative keyword research to filter out these terms in advance before you start spending budget on those variations.

3. SQRs To Identify Irrelevant/Low Performing Search Queries

We would also recommend that you regularly conduct search query reports in order to spot any new negatives that may arise.

4. Negative Broad Match Modified

Although the new Google Ads update does not directly affect negative BMM keywords, we would advise you to consider adding those negatives as Phrase Match.

 

If you are worried about how this new update could have an effect on your Google Ads activity, we have a whole team of PPC experts ready to talk you through this and tailor your current paid search strategy.

For more information, get in touch with a member of our friendly, expert team on 0800 088 6000, today.

To find out more about the digital marketing services available at Absolute Digital,
get in touch on 0800 088 6000 or fill in the contact form below.

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