The simplification of the campaign structure is one of the principles that govern the Hagakure method in Google Ads , so it is not surprising that free mobile phone database continues to take steps in this direction. The latest concordance change announced this month is a case in point. What is this readjustment to how phrase and modified broad matches work in Google Ads? What implications does it have for campaign management? We analyze it below. How will the matches work from now on?
According to Google , matches will be divided into three types starting in February:
Exact match over precision: attract fewer clicks but more conversions by targeting more specific searches.
Broad match that increases reach by fanning out to more general queries, resulting in fewer conversions typically. The phrase matches and modified broad combine to achieve a balance between accuracy and coverage.The phrase match now includes some of the traffic that was previously broadly modified . Google’s objective is to facilitate keyword management, since the combination of both types of matches will cover interesting searches for advertisers.The following Google Ads diagram shows how matches will work from now on: Example of how new matches work in Google Ads
Source: GoogleThroughout February, Google’s systems will be incorporating this new behavior in their accounts. Initially, the change will affect accounts that operate in English, German, Spanish, Italian, French, Dutch, Portuguese and Russian and, over the next few months, Google will apply the new way of operating to the rest of markets. The transition is expected to be complete in June of this year, and by then advertisers will no longer be able to set up campaigns that use the modified broad match, although those that are already active will remain.
The impact on Google Ads accounts at the operational level
The change will have a different effect depending on how you are using this type of match. In general, it will be appreciated that:
Ad groups where phrase match is widely used will increase the number of clicks and conversions they receive by broadening the range of queries for which your ads will appear. Here it will be important to negativeize keywords in order to better polish the traffic that arrives.
Those groups where the modified broad match is applied will experience a slight decrease in clicks and conversions . At this point, Google Ads artificial intelligence technologies will respect the order of words when they affect the meaning of the search to better adjust the ads that are displayed.
How to prepare for the ultimate change
We can give some recommendations to minimize the impact that the disappearance of the gulf email list modified broad match will have on Google Ads results:1. Keep a close eye on traffic to ad groups set up with phrase match because more clicks may put more pressure on budgets and may limit account activity. The investment allocation needs to be reorganized so that ad groups using phrase matches can absorb the additional traffic.
. Add new keywords to the ad groups in wide modified so as not to lose reach. Another recommendation is to test the behavior of the broad agreement together with Smart Bidding, with which coverage is maintained but an acceptable ROI is achieved.. Create new keyword variants that use phrase matches in the coming months. It is not necessary to change those that are operating with the modified broad match because, by doing so, the old keyword is eliminated and the data history linked to that search is lost. This can negatively impact the overall result of the strategy.Is it time to rethink your Google Ads strategy?
Undoubtedly, this change in the concordances forces advertisers to consider them differently compared to what we knew so far and to be more attentive than ever to their behavior so that the overall results are not negatively affected.
Google is betting very strongly on the automation of Ads campaigns and, therefore, it is increasingly cutting the options that allow a more manual management of the accounts. The machine learning algorithms on which Smart Bidding strategies and Dynamic Search Ads (DSA) are based require large volumes of data to improve the accuracy with which they operate. If you want us to help you review the strategy you are following in your Google Ads account and prevent problems related to this change in the matches , we invite you to contact us . Our performance specialists will be able to analyze the areas for improvement in your strategy and make adjustments before they take a toll on advertising profitability.