Google Ads will phase out the modified broad match

Google Ads will phase out the modified broad match: -

The modified broad query will be removed, with the expression match taking over.

Google today announced what is potentially a big change for certainly paid search managers: The modified broad match keywords will be gone.

The expression match will now expand to cover modified instances of the wide match.

Advertisers will not have any specific action to take.

The performance data will stay where it is, but the new match behavior will begin to occur.

Keywords modified in the broad match can continue to be added.

Existing broad-match modified keywords will continue to serve, but will be matched based on this update.

Shifted from text ads to full-size text ads, where they could continue to run, but advertisers could no longer create new ones.

Google notes that this streamlining saves time in account management so brands spend less time managing specific keywords.

Currently, the broad match modifier tells Google "these terms must all be present in the search query."

It is expressed by placing a plus sign in front of the keywords required in the search.

Google asks advertisers to monitor the Recommendations section of their account.

The duplicate keyword notices will likely light up with these changes. Therefore, pausing versions may reduce the total number of keywords managed in the account.

This will likely affect budgets as well, especially for accounts that allocate budgets by correspondence types or divide correspondence types by campaign or ad group.

They also remind advertisers that negative keywords and broad matches with smart bidding can solve irrelevant searches or lack of reach.

In a larger context, Google has worked for years to prevent advertisers from focusing on the search level of keywords. Google's automation features were lacking.

It was difficult to justify the removal of these commands.

Many advertisers have found things like dynamic search ads and broad search, coupled with smart bidding, to perform light years away from what it used to be.

Brands have wondered for years whether Google will achieve a “keyword-free” environment.

While it's still up for debate, they're certainly trying to consolidate and streamline this part of their platform.

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