Yesterday, Google announced the matching of Broad Match Modifier and Phrase Match keywords. This blog post will go over what this means, best practices, adjusting strategy, and my opinion as an agency strategist on how this will impact the future of paid search. 

The Down Low

TL;DR – This allows for more granular targeting. This change, along with Google’s recent announcement of limiting visibility on search terms forces us as digital marketers to rely more heavily on audience targeting and tagging. Audience targeting allows us to go after the customer rather than what they’re searching for. Tagging allows us to show ads to site visitors, those who have interacted with our site, etc. For some, this will limit wasted spend but for other, broader businesses, this can lower performance.

So, what does this change even mean? 

This means that longer tail keywords will no longer be triggered by BMM search terms. Broad keywords will still be in play. Below is a screencap from Google support that explains what queries will still and no longer be triggered.

Source: Google Support 

Source: Google Support 

Best Practices

Below are recommended best practices and tests you can run to ensure a minimal impact on campaign performance. 

Monitor budgets – Phrase traffic may increase, and as a result, spend may increase. Check to see if campaigns are underperforming or limited by budget. Adjust accordingly based on your brand’s…

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