The heart of Google’s business model is the desire to give customers what they want. Google’s ultimate goal is to assist the searcher in finding the answer, service, or product they are looking for by delivering them the site that meets their query. As a business, Google wants to connect you with the people you will best service.
Google’s expert team has spent years working to improve its understanding of search queries, key words, and intent. With this, the search engine continuously evolves to better help the businesses and customers it serves. Recently, Google has rolled out changes to its ad platform. Here’s what you should know.
Current Broad Match Modifier Procedure
Broad match is a match type that Google uses to bring content to users via the keywords they type in the search bar. Broad Match Modifier keywords allow for a wider cast net when someone searches a related topic that might not contain the exact keyword terms. Implementing broad match modifier (BMM) can draw more visitors to your site and cut down on time creating key word lists. Your keywords list automatically defaults to broad match if you don’t select another match type – exact, phrase, or negative.
The downside of using broad match modifier is that some people are left unsatisfied with Google’s answers because the connection between their search query and what Google displays is so broad. For example, for someone seeking a “natural product cleaning company in Denver”, they may be directed to a host of natural product companies or conventional cleaning services in Denver.
Phase Out of Broad Match Keywords
Now, broad match will have the same matching behavior as phrase match for select languages, including English and Spanish. Phrase match and broad match will connect modifier keywords in the user’s search to the meaning of the keyword. For example, if you use the broad match keywords “pet walking service in Boulder”, the new Broad Match keyword process will no longer seek to connect users to simple “pet” or “Boulder”.
As of July 2021, Google will disallow the creation of new broad match modifier keywords but will continue to serve existing ones with the new protocol. Businesses may also edit their keyword bids and URL. If they attempt to edit current BMM keywords, the search type will be changed to phrase modifier.
Adapting to These Changes
The overall goal is to efficiently connect businesses with the customers who need their service or product. Ultimately, this only stands to boost performance and revenue; however, it is a major change to Google’s ad behavior.
Self-managed ad clients might see hits to their overall performance once all BMM changes are established. If that’s the case, contact us to troubleshoot so that we can ensure an optimal ROI in the year ahead.