Since February 18th, Google has been gradually phasing out the "broad match modifier" keyword match type and merging it into "phrase match." The "Broad Match Modifier" (the "+" sign in Google Ads placed before each word in a keyword) is disappearing, leaving only 3 keyword match types: "broad match," "phrase match," and "exact match."
Before the change to keyword match types in Google Ads:
As a reminder, Google Ads has 4 match types on the Search Network, for queries that are more or less broad relative to your keyword.
1. Broad match: Your ads can be served on the Search Network for searches related to your keyword, including searches that don't contain the keyword terms themselves. The ad will be served when a user searches for the phrase (e.g., car), similar phrases (e.g., buy a car), singular or plural forms, misspelled terms, and synonyms.
2. Broad match modifier: More precise than "broad match," the "broad match modifier" appears on the Google Search Network when the keyword or its close variants appear in the user's search (but not synonyms). Additional words can appear before, after, or between your search terms.
Keywords are included with a "+" sign before each word (e.g., +tshirt +women) when you structure your Google Ads campaigns.
3. Phrase match: Delivery is limited to the keyword or its close variants. No additional keywords appear between the search terms, though they can appear before or after.
4. Exact match: Delivery is limited to the exact keyword or its close variants. No additional keywords appear before or after the search terms.
After the change to keyword match types in Google Ads:
Broad match: no change
Phrase match: now merges with "broad match modifier"
Exact match: no change
Google is therefore simplifying keyword match types.
Over the years, Google found that "phrase match" and "broad match modifier" are often used in the same contexts. That's why Google decided to combine the two, making it easier to reach your potential target audience on the Google Search Network.
"Phrase match" queries will therefore be expanded to cover the additional traffic from "broad match modifier":
Advertisers should therefore expect a possible increase in traffic (impressions and clicks) for "phrase match" keywords, as well as a slight decrease in traffic for "broad match modifier" keywords.
Google intends for this new version of "phrase match" to fully replace "broad match modifier" by July 2020.
Want support with Google Ads or your overall digital marketing strategy? Don't hesitate to reach out!
By Candice Echavidre
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