Google Ads to Replace Broad Match with Phrase Match – And What This Means for Your Digital Marketing Strategy

On February 4, 2021, Google a change to how keyword matching will work for Google Ads. It’s a change that will hopefully make it easier for businesses to connect with the right audiences and get more out of a Google Ads marketing budget. However, you’ll need to make sure your keywords will be optimized for the new phrase match change.

Here’s what your business needs to know:

Google Ads New Matching Mechanism – How ItWill Work

Previously, there had been three main ways you could set up your keywords so that users could find you using Google search:

• Exact Match – the terms of your keyword phrase had to match the user’s query exactly
• Broad Match Modifier – all keywords noted with a “+” had to be present in the search query, but additional words could appear before, in between, or after the designated keywords
• Phrase Match – your designated keywords (or keywords with the same meaning) had to appear in a specific order with no terms in between

Now, however, broad match modifier will be phased out and replaced by a new form of phrase match that will combine the best of both the old broad match modifier and phrase match. This new combination should ideally make it easier to distinguish intent.

For example, in the past, if your resume writing company had used the broad match modifier keywords “+resume +service” it would have registered as a match with queries such as “what customer service skills should I make sure are on my resume?” when that is not what you would have intended by “resume service”. Or, a company that sold “+used +printers” would have matched with a query such as “which companies used daisy wheel printers” when this is not the meaning of “used” that was intended. With the new update, these queries will no longer match.

Conversely, in the past there had been many old phrase match keywords that missed the mark. For example, the phrase match keyword “vacations in Miami” will now match “vacation spots in Miami” and “short sleeve shirt” will now match “short sleeve cotton shirt.”

What Your Business Can Do Now to Prepare for Phrase Match

Google is already starting to roll out this transition, and starting in July 2021, you will no longer be able to create new broad match modifier keywords. However, any existing broad match modifier keywords will start to be implemented according to new the new phrase match mechanism.

Because, of this, Google is recommending that advertisers start getting ready now by making sure all keywords will fit the new phrase match going forward.

Over the next several months, it is recommended that you pay special attention to your Google Ads performance and start shifting your budgets to reflect changes. Google also advises that you regularly check your page so that you can add relevant new keywords and get rid of redundant keywords. Google also recommends that you use and to make sure you’re targeting the most relevant search queries.

The Future of Google Ads?

While this change may require significant shifts to your current Google Ads strategy, ultimately, it should help consolidate the complexity of Google’s massive platform and make it an even more powerful tool for your business. As Google continues to invest in machine learning and automation, your business can benefit from Google’s growing technological prowess by adapting your digital marketing plans accordingly.

For years, businesses have been wondering if (if not when!) Google might become a “no keyword” environment. These changes are certainly contributing to move the platform in that direction.

Do you want to make sure your business will be leveraging the most cutting-edge strategies for Google Ads in 2021? As a recognized Google Premier Partner, our JXT group agency can make sure your business is getting the most out of your budget for Google Ads.

To find out more, you can schedule a conversation with one of our digital marketing experts by calling 718-690-7302 or through our online.