Broad Match to Phrase - Google Ads Update

The world of Google Ads is dynamic, with constant updates and changes that keep advertisers on their toes. One of the most significant shifts in recent years was the phasing out of Broad Match Modifier (BMM) and its absorption into Phrase Match. This change has left many advertisers wondering how to adapt their campaigns and maintain optimal performance.

In this comprehensive guide, we'll delve into the details of this Google Ads update, exploring the differences between BMM and Phrase Match, the reasons behind the change, and the strategies advertisers can employ to navigate this transition successfully.

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Understanding Broad Match Modifier in Google Ads

Before the update, Broad Match Modifier (BMM) was a popular match type that offered a balance between reach and relevance. By adding a "+" prefix to keywords, advertisers could allow for variations and misspellings while ensuring that certain words were present in the search query.

For example, if you were bidding on "+women's +running +shoes," your ad could be triggered by searches like "best running shoes for women" or "women's shoes for running," but not by searches like "men's running shoes" or "women's hiking boots."

The Benefits of Using Broad Match Modifier (BMM)

BMM allowed advertisers to cast a wider net, capturing a broader audience while still maintaining some control over the relevance of their ads. This was particularly useful for discovering new keyword variations and reaching users who might not have used the exact keywords in their searches.

The Evolution of Phrase Match in Google Ads

Phrase Match, denoted by enclosing keywords in quotation marks, has also evolved over time. Initially, it required the exact phrase to be present in the search query, in the exact order. However, Google has gradually made Phrase Match more flexible, allowing for variations and close variants while still prioritising word order.

For example, if you were bidding on "leather jackets," your ad could be triggered by searches like "buy leather jackets online" or "men's leather jackets with a hood," but not by searches like "leather bags" or "jackets made of leather."

Google Ads Update: Why Did Google Remove Broad Match Modifier?

In early 2021, Google announced the sunsetting of BMM, merging its functionality into Phrase Match. The primary reason behind this change was to simplify matching options and improve the relevancy of ads. Google stated that Phrase Match, with its enhanced ability to understand search intent, could effectively capture the same searches as BMM while providing greater precision.

How the BMM to Phrase Match Update Impacts Advertisers

This update has had a significant impact on advertisers, requiring them to re-evaluate their keyword strategies and adjust their campaigns accordingly. Some potential effects include:

• Changes in Reach: Advertisers may see fluctuations in their reach, as Phrase Match might capture a slightly different audience compared to BMM.
• Impact on Cost: Competition for certain keywords might increase, potentially affecting ad costs.
• Need for Optimisation: Campaigns may require adjustments to maintain optimal performance and ensure ads are triggered by relevant searches.
  
  

Adapting to the Google Ads Phrase Match Update: Strategies for Success

To navigate this transition effectively, advertisers should take the following steps:

• Review Existing Campaigns: Thoroughly audit campaigns that were using BMM keywords. Analyse performance data and identify potential areas of impact.
• Transition to Phrase Match: Replace BMM keywords with Phrase Match, ensuring that the word order reflects the desired search intent.
• Leverage Other Match Types: Utilise Exact Match for precise targeting and Broad Match for broader reach, complementing your Phrase Match strategy.
• Close Monitoring and Optimisation: Continuously monitor campaign performance and make adjustments to bids, targeting, and ad copy as needed.

Benefits of the BMM to Phrase Match Update for Advertisers

While this update has presented challenges, it also offers potential benefits:

• Simplified Keyword Management: With fewer match types to manage, campaign setup and optimisation can become more streamlined.
• Improved Relevancy: Phrase Match's focus on word order can lead to more qualified traffic and higher conversion rates.
• Enhanced Search Intent Understanding: Google's improved ability to interpret search intent can result in more relevant ad placements.

Potential Challenges and Considerations of the Phrase Match Update

Advertisers should also be aware of potential challenges:

• Loss of Some Control: Phrase Match might offer less flexibility compared to BMM, potentially limiting the range of searches that trigger ads.
• Increased Competition: The shift to Phrase Match could lead to increased competition for certain keywords, potentially driving up ad costs.
• Need for Ongoing Adjustments: Campaigns may require ongoing adjustments to maintain optimal performance and adapt to the evolving search landscape.

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Embracing the Future of Google Ads Matching

The transition from BMM to Phrase Match is a significant shift in the Google Ads landscape. While it presents challenges, it also offers opportunities for improved relevancy and simplified keyword management. By understanding the nuances of Phrase Match and adapting their strategies accordingly, advertisers can continue to achieve their marketing goals and thrive in the ever-evolving world of online advertising.

Staying informed about Google Ads updates and proactively adjusting your campaigns is crucial for success. As Google continues to refine its matching options and algorithms, advertisers who embrace change and adapt their strategies will be best positioned to reach their target audience and achieve their desired outcomes.

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References:

https://searchengineland.com/google-expands-phrase-match-to-include-broad-match-modifier-traffic-345874 

https://support.google.com/google-ads/answer/10286719?hl=en 

https://support.google.com/google-ads/answer/6319?hl=en 

https://support.google.com/google-ads/answer/7478529?hl=en

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