Google's exact phrase update simplifies keywords and worries advertisers

Google's exact phrase update simplifies keywords and worries advertisers:-

Google recently announced the update to Exact Phrase Processing to include Broad Query Modifier (BMM) traffic is the latest in a series of changes to its keyword match types.

These changes focus on machine learning and automation over manual inputs from advertisers.

Advertisers received a mixed reception, with some acknowledging how similar BMM and phrase matching behaved, and others denouncing the change as an attempt to remove more data and controls from advertisers so that Google can get the most out of auctions. .

While updating phrase matching shows a general trend, advertisers should still make sure their campaigns are performing well and to that end, PPC experts have also provided advice on what to do. do before the change and as it is deployed.

Updating phrase match is a compromise for advertisers.

Google has repeatedly said that the match type changes it has made help businesses reach more customers and save time, but advertisers disagree on whether the trade-off between automation and control and data transparency is really in their best interest.

Eliminating BMM can help advertisers save time simply because they will have fewer options.

The way advertisers use BMM can also affect how the change will affect their campaigns.

89% of advertisers use broad match modified keywords.

55% of advertisers who use broad match modified keywords always put a plus in front of each term in their BMM queries.

95% of all broad match modified keywords contain a plus in front of each term.

Only 5% of keywords are more selective about adding a plus to terms.

Prior to the upcoming change, adding a plus sign to each term in a BMM keyword told Google that all of those terms must be present in the user's search query.

This is similar to how the expression match type worked, except that the expression match was more stringent on word order, which means that a majority of advertisers today have already processed the modified broad query. as Google will soon begin to process it.

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